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Digital and E-Commerce Leader
John Gaukroger
,
Huddersfield, United Kingdom
Experience
Other titles
Skills
I'm offering
A customer-focused and commercially astute Digital Marketing and E-Commerce leader with extensive experience in a number of fast-paced sectors. I am results oriented with a proven track record of defining and executing online strategies for profitable growth and building and mentoring high performing teams.
Markets
United Kingdom
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2018 - ?
freelance
Digital Marketing and E-Commerce Consultant
Dimec Consulting Ltd.
Leeds (Management Consultancy)
Consultant specialising in freelance, contract and interim leadership across multiple sectors. Clients have
included Toolstation (Retail), Barbour (Fashion), PhD Nutrition (FMCG), Fantasy World (Retail Kuwait)
Consultant specialising in freelance, contract and interim leadership across multiple sectors. Clients have
included Toolstation (Retail), Barbour (Fashion), PhD Nutrition (FMCG), Fantasy World (Retail Kuwait)
Digital Marketing, Marketing, Retail, E-commerce, Leadership, Fashion, Management, FMCG, Interim
2020 - 2020
temp
Head Of Digital
unknown.
(Interim Contract)
Toolstation, Bridgwater (Retail)
Key Achievements - Launched Personalisation, SEO, Affiliate, CRO and Marketing Automation
programmes. Significantly reduced Marketing costs.
Annual website turnover: £200M+
● Strategy and Roadmap Development - Reviewed all Digital Marketing relationships, ensured tooling
right fit and delivered a 12 month roadmap plan.
● Organisational Design - Led a team of 13 Digital Marketing and Performance specialists and commenced
active recruitment for further headcount.
Digital Marketing Acquisition - Full P&L responsibility for a £12m budget. Ran RFP processes for Affiliate
Marketing and SEO before launching new programmes. Renegotiated contracts resulting in £500k savings.
● ECRM - Launched automation programmes and optimised activity to an active database of 2m.
● UX and CRO - Launched UX and CRO programmes generating £2m+ in incremental sales.
Toolstation, Bridgwater (Retail)
Key Achievements - Launched Personalisation, SEO, Affiliate, CRO and Marketing Automation
programmes. Significantly reduced Marketing costs.
Annual website turnover: £200M+
● Strategy and Roadmap Development - Reviewed all Digital Marketing relationships, ensured tooling
right fit and delivered a 12 month roadmap plan.
● Organisational Design - Led a team of 13 Digital Marketing and Performance specialists and commenced
active recruitment for further headcount.
Digital Marketing Acquisition - Full P&L responsibility for a £12m budget. Ran RFP processes for Affiliate
Marketing and SEO before launching new programmes. Renegotiated contracts resulting in £500k savings.
● ECRM - Launched automation programmes and optimised activity to an active database of 2m.
● UX and CRO - Launched UX and CRO programmes generating £2m+ in incremental sales.
Sales, LED, Processes, Contracts, Interim, Development, Cro, Affiliate, Website, RFP, Recruitment, Digital Marketing, Database, Marketing Automation, Automation, UX, Contracts, Budget, Retail, Seo, Design, Marketing
2019 - 2020
freelance
Digital Acquisition Consultant
FMCG, Sports Nutrition.
(Contract)
PhD Nutrition, Leeds (FMCG, Sports Nutrition)
Key Achievements - Identified and developed commercial opportunities to deliver the Q1 plan to grow the customer base and achieve acquisition targets.
Annual website turnover: £1m
PhD Nutrition, Leeds (FMCG, Sports Nutrition)
Key Achievements - Identified and developed commercial opportunities to deliver the Q1 plan to grow the customer base and achieve acquisition targets.
Annual website turnover: £1m
Website, FMCG
2019 - 2019
freelance
E-Commerce Consultant (Contract)
Market and Competitor Research.
Fantasy World Toys, Kuwait (Retail)
Annual website turnover: £1m
Key Achievements - Provided consultancy services to deliver an E-commerce and multi-channel strategic
plan for 2020 to help the business achieve their growth targets.
Annual website turnover: £1m
Key Achievements - Provided consultancy services to deliver an E-commerce and multi-channel strategic
plan for 2020 to help the business achieve their growth targets.
Retail, E-commerce, Website, Growth
2019 - 2019
temp
Global Head of E-Commerce and Digital
unknown.
(Interim Contract)
Barbour, Newcastle Upon Tyne (Fashion Retail)
Key Achievements - Defined and commenced implementation of the strategic E-Commerce plan to turnaround issues following a web platform migration. Improved site speed by 20% and reduced
infrastructure costs by 35%.
Annual website turnover: £12M
● Strategy Development - Created the digital plan and roadmap for the Barbour online proposition.
● Digital Performance Marketing - Optimised the performance of Digital activity across all brands and territories including the launch of SEO and CRO plus CRM, affiliate and paid search strategic
recommendations.
● Operational Management - Led the E-Commerce team to ensure implementation of the commercial
plan globally and improve trading performance for profitable E-Commerce operations.
● Product Personalisation - Led the business on delivering a roadmap and implementation of a customisable product solution.
● Agency Management - Managed the relationship with external agencies to improve key performance
metrics, drive the delivery of Magento web platform developments and deliver user testing
programmes.
Barbour, Newcastle Upon Tyne (Fashion Retail)
Key Achievements - Defined and commenced implementation of the strategic E-Commerce plan to turnaround issues following a web platform migration. Improved site speed by 20% and reduced
infrastructure costs by 35%.
Annual website turnover: £12M
● Strategy Development - Created the digital plan and roadmap for the Barbour online proposition.
● Digital Performance Marketing - Optimised the performance of Digital activity across all brands and territories including the launch of SEO and CRO plus CRM, affiliate and paid search strategic
recommendations.
● Operational Management - Led the E-Commerce team to ensure implementation of the commercial
plan globally and improve trading performance for profitable E-Commerce operations.
● Product Personalisation - Led the business on delivering a roadmap and implementation of a customisable product solution.
● Agency Management - Managed the relationship with external agencies to improve key performance
metrics, drive the delivery of Magento web platform developments and deliver user testing
programmes.
Implementation, LED, Interim, Search, Online, Web, Development, Testing, Strategy development, Cro, Affiliate, Infrastructure, Marketing, Turnaround, Website, Management, Magento, Fashion, E-commerce, User testing, Retail, Operations, CRM, Seo
2014 - 2018
job
UK Head of Digital Marketing
Inchcape PLC, Oxford (Automotive Retail).
Key Achievements - Led key business transformation projects and overhauled the digital infrastructure.
Continually improved acquisition performance and profitability, generating a 200% increase in leads and a
50% increase in website visitors whilst significantly reducing CPL.
Annual digital leads generated: 1.2M
● Strategy Development and Implementation - Responsible for defining and executing the UK
organisations digital strategy, including the selection and management of third party agencies and the effective management of a £2M annual digital budget.
● Digital Transformation - Reviewed the UK digital infrastructure and obtained board level approval to
lead a significant re-platforming, consolidation and migration project that was delivered on time and to budget to generate improved profitability and customer experience.
● Performance Marketing - Responsible for delivering on website visitor and lead targets across multiple
divisions with overall responsibility for PPC, SEO, paid social, CRO, email and content strategy.
Generated a 200% increase in leads and a 50% increase in website visitors whilst significantly reducing
CPL.
● Analytics - Overall responsibility for the design and robust measurement of ROI for all digital activity.
● Thought Leadership - Delivered a programme of continuous digital improvement and best practice
coaching across multiple functional business areas in this large matrix organisation. Created a set of global digital standards to drive best practice in all Inchcapes' markets.
● New Revenue Streams - Led a number of cross functional initiatives to test direct B2C and B2B sales
via online routes.
Continually improved acquisition performance and profitability, generating a 200% increase in leads and a
50% increase in website visitors whilst significantly reducing CPL.
Annual digital leads generated: 1.2M
● Strategy Development and Implementation - Responsible for defining and executing the UK
organisations digital strategy, including the selection and management of third party agencies and the effective management of a £2M annual digital budget.
● Digital Transformation - Reviewed the UK digital infrastructure and obtained board level approval to
lead a significant re-platforming, consolidation and migration project that was delivered on time and to budget to generate improved profitability and customer experience.
● Performance Marketing - Responsible for delivering on website visitor and lead targets across multiple
divisions with overall responsibility for PPC, SEO, paid social, CRO, email and content strategy.
Generated a 200% increase in leads and a 50% increase in website visitors whilst significantly reducing
CPL.
● Analytics - Overall responsibility for the design and robust measurement of ROI for all digital activity.
● Thought Leadership - Delivered a programme of continuous digital improvement and best practice
coaching across multiple functional business areas in this large matrix organisation. Created a set of global digital standards to drive best practice in all Inchcapes' markets.
● New Revenue Streams - Led a number of cross functional initiatives to test direct B2C and B2B sales
via online routes.
Cro, Sales, Analytics, Test, Website, Content, Implementation, Transformation, Infrastructure, Management, Content strategy, Strategy development, Development, Organization, Online, Social, LED, Digital Marketing, Business transformation, Leadership, ROI, PPC, Customer experience, Digital transformation, B2C, B2B Sales, Budget, B2B, Coaching, Digital Strategy, Seo, Design, Marketing
2013 - 2014
job
Head of Multi-Channel Marketing
Blacks, JD Sports & Fashion PLC.
Bury (Fashion Retail)
Key Achievements - Improved like for like E-Commerce sales for Q4 by 100% compared to 2012.
Increased followers in social channels by over 100% in 4 months.
Annual website turnover: £14M
● Online Marketing Strategy - Drove effective ROI in all our digital channels. Led the internal team
responsible for PPC, SEO, social, email marketing, affiliates, content creation, CRO and digital display
campaigns.
● Online Trading - Responsible for the effective trading and merchandising of the website to ensure
margin and sales targets were met.
● Digital Transformation - Drove through a number of platform and technology advancements in order
to enhance customer experience and improve conversion rates.
● Leadership - Led and mentored a digital team of 11 in order to deliver a best in class website for the outdoors sector and position Blacks as the authoritative voice in this market.
● Financial - P&L responsibility for the Blacks E-Commerce and multichannel business and accountable
for a £1.2M annual digital marketing budget.
Key Achievements - Improved like for like E-Commerce sales for Q4 by 100% compared to 2012.
Increased followers in social channels by over 100% in 4 months.
Annual website turnover: £14M
● Online Marketing Strategy - Drove effective ROI in all our digital channels. Led the internal team
responsible for PPC, SEO, social, email marketing, affiliates, content creation, CRO and digital display
campaigns.
● Online Trading - Responsible for the effective trading and merchandising of the website to ensure
margin and sales targets were met.
● Digital Transformation - Drove through a number of platform and technology advancements in order
to enhance customer experience and improve conversion rates.
● Leadership - Led and mentored a digital team of 11 in order to deliver a best in class website for the outdoors sector and position Blacks as the authoritative voice in this market.
● Financial - P&L responsibility for the Blacks E-Commerce and multichannel business and accountable
for a £1.2M annual digital marketing budget.
ROI, LED, Social, Online, Cro, Transformation, Content, Website, Technology, Sales, Fashion, Leadership, E-commerce, Digital Marketing, PPC, Customer experience, Digital transformation, Budget, Email marketing, Retail, Online Marketing, Content creation, MArketing Strategy, Seo, Marketing
2006 - 2013
job
Head of E-Commerce
Fashion Retail.
(Fashion Retail)
Key Achievements - Launched and developed 3rd party trading platforms that grew company turnover by
20%. Optimised the email CRM programme to deliver 15% growth year on year.
Annual website turnover: £15M
● Online Marketing Strategy - Developed the brand online in the UK and international markets through a
number of channels with full budget responsibility for each. Delivered profitable growth year on year via
PPC, SEO, email marketing, affiliates, display advertising and social media.
● E-Commerce Management - Effectively ran the website trading and merchandising operation and led
the development roadmap to maximise sales, enhance the user experience and improve conversion
rates. Project managed a re-platforming project to thoroughly overhaul the site.
● Leadership - Recruited, mentored and led the online team operationally.
● CRM - Responsible for managing the customer lifecycle and maximising revenues through introducing
prospect, nursery and reactivation programmes.
● Partnerships - Identifying and developing third party business relationships. Led the launch of the brand
in the USA, Germany and France through Amazon, Ebay and Sears and launched successful trading
accounts in the UK via Amazon, Ebay, Rakuten and Debenhams that grew company turnover by 20%.
Key Achievements - Launched and developed 3rd party trading platforms that grew company turnover by
20%. Optimised the email CRM programme to deliver 15% growth year on year.
Annual website turnover: £15M
● Online Marketing Strategy - Developed the brand online in the UK and international markets through a
number of channels with full budget responsibility for each. Delivered profitable growth year on year via
PPC, SEO, email marketing, affiliates, display advertising and social media.
● E-Commerce Management - Effectively ran the website trading and merchandising operation and led
the development roadmap to maximise sales, enhance the user experience and improve conversion
rates. Project managed a re-platforming project to thoroughly overhaul the site.
● Leadership - Recruited, mentored and led the online team operationally.
● CRM - Responsible for managing the customer lifecycle and maximising revenues through introducing
prospect, nursery and reactivation programmes.
● Partnerships - Identifying and developing third party business relationships. Led the launch of the brand
in the USA, Germany and France through Amazon, Ebay and Sears and launched successful trading
accounts in the UK via Amazon, Ebay, Rakuten and Debenhams that grew company turnover by 20%.
Leadership, LED, USA, Social, Online, International, Development, Ebay, Amazon, Growth, Website, Sales, Management, Fashion, Marketing, E-commerce, PPC, Budget, Email marketing, Retail, Online Marketing, CRM, User Experience, MArketing Strategy, Advertising, Seo, Social Media
2005 - 2005
job
Marketing Manager
unknown.
Telecom New Zealand, Cook Islands (Telecoms)
● Marketing Strategy / Marketing Communications / Campaign Planning / Management and Leadership / Media Liaison / Product Launches
● Marketing Strategy / Marketing Communications / Campaign Planning / Management and Leadership / Media Liaison / Product Launches
Marketing, MArketing Strategy, Leadership, Management, Telecom, Campaign, Manager
2004 - 2005
temp
Interim Marketing Communications Manager
Offline and In-Store Marketing Communications.
(Contract)
Telecom New Zealand, Auckland (Telecoms)
● Online, Offline and In-Store Marketing Communications
Telecom New Zealand, Auckland (Telecoms)
● Online, Offline and In-Store Marketing Communications
Marketing, Telecom, Online, Interim, Manager
2001 - 2004
job
Direct Marketing Manager
Maplin Electronics.
Barnsley (Retail)
● Online Marketing / Direct Mail / Press Advertising / TV / Print Management / PR
● Online Marketing / Direct Mail / Press Advertising / TV / Print Management / PR
Marketing, Advertising, Online Marketing, Retail, Direct marketing, Print, Management, Pr, TV, Online, Manager
My education
University of Newcastle and EDHEC Business School
Bachelors, International Business Management
Bachelors, International Business Management
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