the strategy · the technology · the process


Bring 20+ years of ecommerce growth expertise to your business

UK Freelance Ecommerce Director

You make the products you know your customers need and the level of service they'll love.

My job is to devise and execute the marketing strategy that will build your audience, grow sales and deliver repeat business. profitably. Sometimes from the ground up.

Delivering you sustainable, profitable growth for the long haul.

'Working with Ian is probably the best thing that has happened to us in the last 6 years.' - Rivki Stoll, Private White V.C.


My clients are either ambitious direct-to-consumer (DTC) brands or established retailers ready to focus in on profitability and sustainable growth.

You already have a great product and market-fit. The objective now is growth. To reach your ideal customers, to drive revenue through new and repeat customers. To take advantage of the platforms and technology that allow you to develop a truly customer-centred shopping experience. From first click and beyond.

Brands that want to take ownership of the marketing strategy and develop their expertise in-house.

Brands interested in building for the long haul. Ready to recruit wisely and to grow confidently.

The job now is to drive forward with an advanced marketing strategy that blends creativity with the technology, data and processes now available to you. To reach your target audience, motivate purchase and inspire existing customers to buy again.


No 'formula'. No 'template'.

GETTING STARTED: Our work together begins with a full day workshop where everything is on the table. We talk objectives, struggles and opportunities. We get a little geeky working with data. We'll set priorities through the entire customer journey - acquisition & retention. We discuss in-house skills and the gaps we may need to fill. We place the foundations for our work together and get a complete understanding of expectations and intended results.

SETTING THE AGENDA: I then get to business drawing up our ecommerce growth strategy. Paying close attention to timeframes, budget and the 'who does what'. Once agreed, the fun then begins. The doing. We'll schedule regular calls to share insight and discuss progress and results.

ACTIONS: Our work will take place across your ecommerce platform and all ecommerce marketing activity. If there's anything that requires additional work, i.e. developers or designers I have trusted freelancers we can rely upon.

New technologies will be introduced to ensure you have access to consistent and reliable data. We will put in place a truly customer-centred action plan to make it easier to find you, shop and to build enough trust to give customers the motivation to shop again.

KEEPING MARKETING IN-HOUSE: Productivity is central to our work. This isn't about piling more work on you or your team. We'll introduce the technologies and automations that drive your business forward. If there are any skills gaps, eg. Google Ads, SEO or Copywriting, I will work to train your team up without the need to outsource.

TIMEFRAME: Our work together can take a variety of roles. From full-scale audits, in-house training series or lengthier projects. In that case, typically, we're looking at a time frame of 9-18 months of work that will position you to comfortably and confidently manage your marketing strategy and direction in-house. I'm then on hand to work with you in an advisory capacity to provide review and support as needed.

Brand clarity, positioning and market awareness

Traffic growth across paid and organic search/social, advanced email marketing & conversion optimisation

Post-Purchase Comms, Email Segmentation, Product Review & Loyalty Program

Channel Audit, Analytics Insight, Advanced Metrics & Segmentation


We are all consumers. We've seen the consequences of 'conventional marketing practice' all too often. The 'one size fits all' approach. The procedural following of best-practice marketing. You give your customers little choice other than to make their buying decision based on price. That's never a good place to be.

It's my duty to review, deliver and help action a fresh, more purposeful brand and marketing strategy unique to your business.

This isn't about dumping a 72 page document on your desk and wandering off. This is real, actionable work alongside your internal team. From articulating your overall proposition to the site copy, the technology and the optimisation processes that drive real, measurable growth for your business.

It's a partnership. Our work will set out ecommerce foundations - the data and processes - and sit across:

My role blends strategy with action. I’ll take on the tasks where you do not have the internal know-how or people. We’ll make sure nothing delays our work and our time is as productive as possible.

We’ll fuel our work with insightful and actionable data. No more working on hunches.

This is real work.

defining your ecommerce marketing strategy

establishing CPA acquisition goals and customer lifetime value analysis

implementing a process for continual optimisation & hypothesis-driven a/b testing

developing clarity in your value proposition & brand positioning

marketing team planning, training & recruitment

reviewing existing ecommerce platform

ecommerce performance audit

advanced email marketing strategy & management

content marketing strategy

ecommerce marketing technology review & audit

a/b testing and conversion optimisation

search (organic & paid) audit + strategy

customer retention strategy & post-purchase communications

optimising the marketing process


There are 3 options for how we work together. They're dependent upon the size of your current team and your current stage of growth. I'll talk you through the options during our initial call.

It is only me. This means that my time is limited. So I have to be sure that I can help you achieve your business objectives, both short and longer term. I'll be honest during our call whether I have the belief that I can help. It's best to have that level of transparency from the offset.

I only work with 4 brands at any one time. Again, we can discuss timeframes during our first call.

What Previous Clients Have To Say



Let’s see if there’s a good fit between your brand and my work. To learn more call me on 0161 706 0608, email at [email protected] or use the form below. I’ll email you to arrange a convenient time to call.