Experimentation and product management for the last 20+ years
Ecommerce experimentation and CRO consulting for 12+ years helping big and small companies. I know how to set up processes, what to test and how to do it. AI-driven product management, specializing in experimentation, strategy, and execution. I know how to scale, optimize, and ship. Services: Research & Analysis: Deep-dive into your startup's data to identify key areas for growth and optimization. Hypothesis Generation: Craft data-driven hypotheses that pinpoint potential improvements in your conversion funnel. Testing Strategy: Advise on designing and implementing rigorous A/B tests to validate hypotheses and drive significant improvements in conversion rates. Continuous Learning: Establish a culture of experimentation and continuous feedback to foster ongoing growth and improvement. Product Vision & Strategy: Define clear roadmaps and align teams to build impactful, scalable products. Experimentation & Validation: Test, iterate, and refine features based on real user insights and data. AI & Automation: Leverage AI to enhance decision-making, optimize workflows, and unlock new opportunities. Growth & Retention: Develop strategies that improve acquisition, engagement, and long-term user value. Execution & Delivery: Drive cross-functional collaboration to ship products efficiently and effectively. Ideal for ecommerce and startups Looking to: Enhance their understanding of customer behavior and market dynamics. Systematically improve their conversion rates and overall growth metrics. Adopt a data-driven approach to product development and marketing strategies.
12 years of consulting for (predominantly ecommerce) organisations on investigating issues, creating hypotheses, designing tests, developing roadmaps, validation and interpretation.
Practical UX design focused on user needs, starting with rough, ugly wireframes to prioritize function over form. Skilled at turning user research into intuitive, user-centered designs that solve real problems, improve usability, and create meaningful experiences.
Practical UX design focused on user needs, starting with rough, ugly wireframes to prioritize function over form. Skilled at turning user research into intuitive, user-centered designs that solve real problems, improve usability, and create meaningful experiences.
Define product vision, run data-driven experiments, leverage AI, and optimize growth. Align teams, execute efficiently, and drive retention through continuous testing and iteration.
Expert in qualitative and quantitative research, blending attitudinal insights like surveys and interviews with behavioral data such as analytics and session recordings. Skilled in user immersion, competitor analysis, and uncovering actionable insights to inform strategy and drive product decisions.
I am the boss of ugly wireframes :) I can't tell you how to get pixel perfect versions, but you'll understand how the UI works and where things should go
A great free tool for heatmaps and scrollmaps. It's interesting for app as well as web. I know how to use it, get insights from it, set it up and understand customers
I have set up loads of surveys, I know how to fork surveys, what order to ask questions and how to ask the right questions to understand the challenges that people face.
I've run numerous usability tests; from understanding the business problem to creating a testing plan, which screening questions to ask, how to not prompt and how to analyse
I've run numerous usability tests; from understanding the business problem to creating a testing plan, which screening questions to ask, how to not prompt and how to analyse
I know how to heat and scroll mapping tools; from setup, choosing pages, debugging and then analysis and drawing insights from data that the reports show
Know my way around UA and GA4 to help understand user challenges. GA is one of the major qualitative tools I'd use to understand what visitors are doing on your website
how to use the suite of tools; from heat and scroll maps to user videos and single questions surveys. How to set up, which questions to ask and how to understand what it means for you
Not the setup part of the test, but understanding how to interpret and run tests from a product perspective, how to analyse, how to iterate and run further tests
Not the setup part of the test, but understanding how to interpret and run tests from a product perspective, how to analyse, how to iterate and run further tests
Founded a SAAS online novel writing company (NowNovel.com). Iterated on first user experiences through research and testing. Bootstrapped so used product led growth and freemium to grow audience and interaction. Experimented with many different loops and ways of working so you don't have to.
Consultant for conversion rate optimisation, especially for ecommerce. Knows the ins and outs of how to understand the problem, how to prioritise a programme and how to validate. I've done this for multi-million euro campaigns, but also for my own startup so know the cost effective ways to understand and improve conversions.
- Architecting the strategic migration from a transactional e-commerce model to a subscription-led growth engine for Africa’s largest fintech ($3B+ annual processing). - Redesigning the website product roadmap to translate complex technical capabilities into clear user value propositions for 200,000+ businesses. - Leading cross-functional collaboration to evolve web experiences and optimize the high-volume customer acquisition funnel.
- Engineered systemic experimentation frameworks for Fortune 500 leaders (Canon, Nike, Interflora, Woolworths), driving significant incremental revenue growth. - Developed comprehensive product roadmaps by synthesizing complex user behavior analysis with strategic growth frameworks. - Managed high-level stakeholders across global markets to execute product strategies that scaled customer acquisition and engagement.
- Architected and scaled a global SaaS platform from concept to 400k monthly active users (MAU) with a 9.7 TrustSpot rating. - Engineered the proprietary product strategy and user experience, utilizing structured frameworks to drive retention and conversion across diverse global markets. - Led the full product lifecycle, managing cross-functional teams (developers, designers, coaches) to balance user engagement with measurable commercial outcomes.
Develop games strategy and manage team and budget for DSTV’s online arm.Creating second screen games content for TV/games overlap (e.g. our Big Brother Africa game) Building the games portal (ogames.com and launching it in Africa).Growing a community and acquiring users. Creating social games applications (Darkness Falls for Mxit, Karma City web and mobile for South Africa)
Build a team focused on PC and mobile games for 24.com. Developed strategy and managed budget. Created 24games web and mobile sites. Aggregated content and created a social web and mobile site (including creating avatars, profiles, activity streams, badges and other social tools)
Responsible for our direct-to-consumer activities for the RealNetworks and Zylom brands on a pan-European basis. Managing a team focussed on all marketing activities; search (PPC & SEO), banners, leads, e-mail, affiliates, PR and offline. Member of RealGames EU management team.
Responsible for all consumer contacts with Zylom, including email marketing, negotiating with and managing relationships with media owners, search and affiliate marketing. As part of the management team I assisted in development of the company’s strategy. Project management of a team including research, graphics, copywriting and development. Business development; locating new distribution and syndication partners, and negotiating new relationships. Overhauled e-mail marketing.
Responsible for e-marketing; affiliates, search, content, sponsorship, integrated, CPA, CPC and CPM campaigns from negotiation through campaign set up, launch, analysis and optimization on a pan-European basis Seeking out and maximizing non-subscription revenue. Involved in micro and macro reporting; budget formulation, tactics to increase retention and reduce CPA as well as day-to-day campaign analysis. Schedule and media plan promotions according to seasonality. Maintaining CRM/ newsletter best practice, and maximizing ROI from this. Manage PR campaigns. Managing launch of German and Spanish sites.
