Experience-Shaped Expertise, Focused on Your Success.

From diverse industries to innovative business models, these projects showcase how I’ve honed the expertise that now drives my eCommerce focus. While NDAs keep some successes under wraps, let’s connect—I’d love to share insights from projects that could transform your business.

  • FC Bayern Munich

    Early in my career, I had the incredible opportunity to work on a project for FC Bayern Munich, managing the IT and entry access control systems at the Allianz Arena in Munich. This involved everything from ensuring server security to setting up the digital infrastructure and developing server-side applications to get the system operational. With the looming deadline of the 2006 FIFA World Cup in Germany, it was a major undertaking for a younger me, entrusted due to my efficiency and reliability on previous projects. This experience didn’t just teach me how to handle stress and deliver under pressure, but also how to meticulously plan, execute tasks, and find creative solutions to unforeseen challenges. It also turned me into a Unix wizard with extensive expertise in network security—skills that continue to serve me well in today’s projects. While it was a true honour to work for FC Bayern Munich, I must add, I’m Millwall all the way!

    fcbayern.com

  • Dell EMC

    My first full-time job in London was at Dell EMC (formerly EMC), where I worked as a dedicated support engineer while studying full-time at Kingston University. This role helped me finance my studies without creating debts and taught me the value of hard work and resilience. I was honoured to be awarded Employee of the Quarter for retaining a key client, saving the company millions in revenue. My routine involved waking up at 7am, cycling to the Chiswick office, then returning to the university library in the evening to study until the early hours. Alongside the technical skills I gained in development and the soft skills in client management and project organisation, the most valuable takeaway was the discipline and determination to achieve goals. Without attending lectures—except for presentations and final exams—I graduated with a BA Honours First Class, an achievement only three students managed that year. That same discipline and tenacity now drive every client project I undertake, ensuring exceptional results every time.

    dell.com

  • Canadian Tourism Commission

    Working on Destination Canada (formerly the Canadian Tourism Commission) was my entry ticket into the world of branding, marketing, and even a stint in Vancouver. The project centred on providing multinational companies with a tool to ensure brand consistency, allowing centralised marketing teams to create templates with fixed assets while enabling local teams—like those in Korea—to tailor the tone and message to their audience. It even included the option to send completed ads directly to printers. This experience taught me everything about branding, brand consistency, and brand equity, and, surprisingly, I also became well-versed in Adobe AI and InDesign—believe it or not!

    destinationcanada.com

  • Hyscent

    Working with Hyscent was a challenging yet invaluable project that taught me crucial lessons about client communication and project management. Collaborating with the brilliant designer Gemma Kindness, we delivered a stunning new branding, design, and website packed with functionality, meeting all deadlines. However, we allowed the client to focus on elements—like imagery tweaks—that didn’t impact conversion rates, diverting the budget from meaningful growth strategies. Misaligned expectations and my overly technical communication led to misunderstandings, while budget constraints became apparent too late to adjust plans effectively. These challenges taught me to prioritise end-users, manage expectations, and communicate clearly—skills that now drive my projects’ success.

    hyscent.com

  • Icebreaker

    Working with Icebreaker was an incredible experience that introduced me to the world of data engineering and data science, shaping how I approach growth marketing today. Tasked with expanding the brand beyond New Zealand, I developed and executed creative campaigns informed by data-driven insights. Using Python, I analysed customer behaviour, segmented audiences, and predicted purchasing patterns, enabling us to tailor strategies that resonated with specific markets and maximise impact. This included identifying underperforming regions and devising targeted initiatives to boost engagement and sales. The project taught me how to combine creativity with analytics and data-driven decision-making, optimising execution while maintaining flexibility. These skills now form the foundation of how I help eCommerce brands grow sustainably and outperform their competition.

    icebreaker.com

  • PC Electric

    Working on a project for PC Electric was an exceptional experience that left a lasting impact on how I approach business growth today. As a manufacturer of CEE industrial plugs and sockets, I assisted in developing their production control system, shop floor data collection, and warehouse management system. This project taught me invaluable lessons about warehouse and supply chain management—knowledge I still apply when helping eCommerce stores grow. From forecasting demand and precisely calculating when to reorder to keeping inventory low without interrupting production, these insights are critical to efficient operations. I also learned how to organise warehouses effectively, streamline packing slips to ensure parcels take the shortest route, minimise human error, and reduce the need for additional staff—freeing up budget to reinvest in growth. Fast growth is one thing, but sustainable growth is what truly matters, and my expertise in this area sets me apart from traditional marketing agencies.

    pcelectric.at

  • Pi-Top

    I helped pi-top, creators of innovative Raspberry Pi powered computing devices and project-based learning experiences, optimise their online presence. This involved setting up their Shopify store, configuring their HubSpot CMS and APIs, and implementing robust tracking and analytics. To further enhance their data capabilities, I developed basic data analysis scripts in Python using relevant libraries, instructing their marketing manager on how to run, apply, and modify these scripts for advanced data insights. I also created reusable templates for their website theme, ensured their content team could easily manage updates, and established processes to improve performance and drive sales. Ultimately, I empowered their team to effectively manage their online platform and achieve their business goals. If your company needs similar assistance to streamline operations and boost online sales, I can offer expert consulting and support.

    pi-top.com

  • Siemens

    At Siemens, I spearheaded a digital transformation project focused on optimising manufacturing processes. This involved implementing systems to meticulously measure and analyse every facet of the production line, from inventory management and logistics to staff time tracking and product quality control. This data-driven approach enabled informed decision-making and corrective actions, such as refining production hall layouts and identifying supplier part issues. Notably, I developed algorithms for logistics that factored in seasonal demand, delivery times, and other variables to optimise reordering, minimise costly inventory, and achieve a truly lean production process, embodying principles of the Japanese Kaizen philosophy of continuous improvement and the Just-In-Time (JIT) methodology to eliminate waste and maximise efficiency. If your company seeks to embrace Industry 4.0 and unlock the potential of data-driven manufacturing, I can provide expert guidance and support.

    siemens.com

  • Sony Europe

    At Sony Europe, I was responsible for the data science aspects of their Xperia smartphone sales. Sony, facing the challenge of prematurely announcing upcoming models and thereby impacting current sales, required a data model to explore revenue outcomes under revised communication and marketing strategies. I developed sophisticated data models in Python that incorporated factors such as competitor analysis, feature sets, and overall market trends to identify revenue growth opportunities. These models allowed Sony to simulate the impact of various marketing approaches, pricing adjustments, and product launch timings. Furthermore, the models provided insights into optimising product development by identifying key features and specifications that resonated most strongly with consumers. By enabling Sony to adjust model parameters and instantly visualise potential outcomes, my work facilitated data-driven decision making to improve their competitive position and drive Xperia sales. If your company needs to leverage data science for strategic advantage, I can offer comprehensive expertise and support.

    sony.co.uk

  • Stint

    At Stint, a UK-based company, I took over the development of their web application, implementing their new branding with a React and Rails frontend, and provided consulting for campaign management. My focus was advancing their in-app marketing campaigns within their Business and Stinter apps on Android and iOS. This presented unique challenges compared to traditional digital marketing campaigns, such as limited user data, app store restrictions, platform fragmentation, and complex attribution across various channels. To address these issues, I leveraged in-app analytics to track user behaviour, implemented attribution platforms to accurately measure campaign performance, and developed highly targeted ad campaigns. By optimising app store listings and employing strategies tailored to the specific limitations of native app environments, I helped Stint overcome these hurdles and achieve their marketing objectives. This expertise in native app marketing is invaluable for any e-commerce client looking to maximise their reach and sales on mobile platforms.

    stint.co

  • Volvo Group

    While at EMC, I supported Volvo Group's implementation of EMC Documentum, an enterprise content management (ECM) platform used for managing, storing, and retrieving documents and other information assets. Volvo Group faced numerous challenges across their corporation with their Documentum rollout, including complex integrations, user adoption issues, and performance bottlenecks. Through effective support, consulting, and project management, I ensured these issues were resolved. This involved navigating complex stakeholder relationships across different departments and countries, coordinating with technical teams to diagnose and address performance issues, and developing tailored training materials to improve user adoption. I employed various project management techniques, including agile methodologies, risk assessments, and clear communication strategies to keep projects on track and stakeholders informed. My ability to effectively manage expectations, resolve conflicts, and deliver results under pressure led to me receiving an award from EMC for outstanding contribution. While this project may not be directly related to e-commerce, it demonstrates my strong project management skills and ability to navigate challenging situations, skills that prove invaluable in all the projects I undertake today.

    volvogroup.com

  • Windhager Zentralheizung

    At Windhager Zentralheizungen GmbH in Austria, I was tasked with overhauling their online presence to better serve their business needs and enhance their digital marketing efforts. This involved rebuilding their existing TYPO3 website from the ground up, creating a custom CMS in Ruby on Rails to provide the flexibility and control required for their advanced requirements. This new platform not only improved their website's customisability and performance but also ensured it was API-ready, paving the way for potential future integrations with their "myComfort" native app. This project, undertaken in my early stages of digital marketing, provided invaluable experience in both paid and organic advertising. I optimised their webstore for Google, adhering to the RAIL model for optimal performance, ensuring semantic structure, and refining metadata and on-page content to outrank competitors. As a new Google Ads partner, I also planned, executed, monitored, and optimised their Google Ads campaigns. This multifaceted project provided a solid foundation for my growth hacking journey, equipping me with a broad range of skills and insights that I continue to leverage today.

    windhager.com

  • New Look

    At New Look, I played a pivotal role in pioneering their e-commerce strategy during the early days of online retail. This involved developing and optimising their webshop for maximum conversion, and later, spearheading the launch of their native apps on Android and iOS. In those initial stages, e-commerce faced numerous challenges, including limited online payment adoption, nascent delivery infrastructure, and customer apprehension about online security. I tackled these obstacles by implementing robust security measures, streamlining the checkout process, and collaborating with logistics partners to ensure efficient delivery. With the rise of native apps, new opportunities emerged, along with fresh challenges in tracking user behaviour and attributing conversions across different platforms. I implemented sophisticated analytics and attribution solutions, leveraging tools like Google Analytics, Adjust, and AppsFlyer to gain a comprehensive understanding of customer journeys. This data-driven approach enabled me to develop targeted marketing automation and machine learning solutions, reducing reliance on large marketing teams and optimising ad spend. By automating tasks like customer segmentation, personalised recommendations, and campaign optimisation, I helped New Look achieve significant cost savings and gain a competitive edge. Furthermore, I integrated SQL automation to streamline data processing and reporting, ensuring efficient data management for informed decision-making.

    newlook.com

  • Selfridges

    At Selfridges, I was instrumental in driving their e-commerce success from the nascent stages of online retail to the era of mobile shopping. I was involved in developing and optimising their webshop, and subsequently, leading the launch of their native apps on Android and iOS. Early e-commerce presented unique challenges, such as building trust in online luxury purchases, replicating the in-store experience online, and managing complex inventory across multiple channels. I addressed these by implementing high-quality product photography and detailed descriptions, integrating virtual styling tools, and developing a robust inventory management system. With the advent of native apps, new challenges arose in tracking user behaviour and attributing conversions across different platforms. I implemented advanced analytics and attribution solutions, utilising tools like Mixpanel, Branch.io, and Segment to gain a granular understanding of customer interactions. This data empowered me to develop smart marketing automation and machine learning solutions, reducing the need for extensive marketing teams and optimising ad spend. By automating tasks like personalised push notifications, abandoned cart reminders, and dynamic pricing, I helped Selfridges enhance customer engagement and drive revenue growth. Furthermore, I leveraged SQL and SQL automation to streamline data processing and reporting, ensuring efficient data management for informed decision-making.

    selfridges.com