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Location

UK

Rate

$45  / per hour

Years of experience

9+

About

With over 20 years of experience as a Senior CRO & Growth Consultant, I have dedicated my career to helping businesses significantly improve their online performance. By partnering with companies and their agencies, I focus on driving strategic growth, increasing revenues, and enhancing profitability through meticulous conversion rate optimization (CRO). My approach involves interpreting data, conducting heuristic evaluations, and creating CRO programs based on insightful hypotheses. To date, I’ve audited over 100 clients and conducted more than 2500 split tests, resulting in over $1.1 billion in additional revenue for my clients, with an average conversion uplift of 43%. Throughout my career, I've worked with a diverse range of high-profile clients, including Samsung, Canon, Lloyds Banking Group, and many others, helping them to unlock their full digital potential. My roles have ranged from leading CRO initiatives at global firms to acting as the interim Head of CRO for Canon Europe, guiding them through significant transformations in their CRO efforts. Whether through freelance consultancy or leadership roles in digital agencies, my expertise has consistently delivered remarkable results, helping clients achieve an average ROI of 2023%. My work is grounded in a deep understanding of user behavior, web optimization, and the strategic application of CRO techniques to maximize business outcomes.

Tech Stack

Management

Experience

  • Performed comprehensive audits for over 100 clients, identifying key areas for optimization to enhance conversion rates and overall web performance.
  • Managed and executed over 2500 split tests for companies, leading to significant conversion rate improvements and revenue increases.
  • Created and implemented strategic CRO programs based on data interpretation and heuristic evaluations, tailored to the specific needs of each client.
  • Helped clients achieve over $1.1 billion in additional revenue through effective CRO strategies, with an average ROI of 2023% and conversion uplift of over 43%.
  • Acted as a Senior CRO Consultant and Head of CRO, leading teams and guiding major companies like Canon Europe through significant CRO transformations.
  • Built strong client relationships while developing and executing CRO strategies that align with business goals, ensuring long-term success.
  • Worked as a lead optimizer for agencies like AWA Digital, directly contributing to the success of high-profile clients through freelance and contracted roles.

Employment history

CRO & Growth Consultant // Head of CRO, Consultancy July 2016 - Present
  • Performed in-depth CRO audits for over 100 clients, identifying key areas for optimization.
  • Managed and executed over 2500 split tests, driving significant conversion rate improvements.
  • Developed and implemented strategic CRO programs based on data interpretation and heuristic evaluations.
  • Helped clients achieve over $1.1 billion in additional revenue with an average ROI of 2023%.
  • Led CRO teams, guiding companies through major digital transformations.
  • Established and maintained strong client relationships, aligning CRO strategies with business goals.
  • Collaborated with agencies and freelancers to deliver optimized web strategies for clients.
Senior CRO Consultant, AWA Digital May 2018 - Present
  • Worked as a lead optimizer, directly helping clients increase their conversion rates using proprietary CRO methodology.
  • Acted as interim Head of CRO at Canon Europe, guiding their CRO evolution and strategies.
  • Collaborated with international teams in London, USA, and South Africa to deliver CRO solutions.
  • Provided strategic consultancy to clients, ensuring CRO efforts align with broader business objectives.
Lead CRO Consultant, Proof Digital August 2009 - May 2016
  • Led CRO efforts for clients, delivering strategic consultancy, planning, UX, and digital marketing solutions.
  • Managed a team of UX experts, planners, creatives, and marketers focused on CRO.
  • Executed digital strategies for high-profile government initiatives and global brands.
  • Helped clients like Ricoh, NHS, and Lloyds Banking Group improve web performance and conversion rates.
Head of Client Services & Strategy, See Clearly Interactive January 2006 - March 2009
  • Managed client services and strategy development for digital marketing campaigns.
  • Worked with clients like Alpha Software and Royal Bank of Scotland to enhance digital marketing efforts.
  • Led a team responsible for delivering successful digital campaigns and optimizing client strategies.
  • Built strong client relationships, ensuring alignment with strategic goals.
Freelance CRO Specialist, Freelance January 2005 - December 2005
  • Worked in various contracted positions, including Proximity London, focusing on CRO for the Eurostar account.
  • Provided freelance CRO consultancy services to improve client conversion rates.
  • Developed and executed CRO strategies for clients on a project basis.
  • Collaborated with agencies and clients to deliver tailored CRO solutions.
UK Country Manager, Hopscotch Europe January 2000 - December 2004
  • Headed the UK operations for a multinational marketing and PR agency.
  • Spearheaded marketing and PR efforts for clients like Yahoo, Peugeot, L’Oreal, BBC, and EMI Records.
  • Led client account management and ensured successful execution of marketing campaigns.
  • Managed a team responsible for delivering marketing and PR services in the UK.
European Marketing Manager, Guildsoft Ltd June 1996 - November 1999
  • Handled overall responsibility for European marketing in B2B and B2C software titles.
  • Developed and executed direct marketing, PR, and channel sales strategies.
  • Created the entire digital strategy for the company during the late ’90s.
  • Led retail promotions and enhanced brand presence across Europe.

Education history

University of Plymouth 1993 - 1994 BA Hons, Business Information Management
Plymouth College 1985 - 1993
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