Ecommerce owner-operator with hands-on experience across Shopify, onsite trading, merchandising, CRO, analytics and digital delivery — combining commercial judgement with the technical depth to turn insight into shipped improvements.
I have run the P&L and the platform: trading products, managing suppliers and customers, reading performance data, then improving the journey myself or briefing and validating the right delivery partner.
Ecommerce trading & merchandising
Shopify, themes & headless storefronts
Conversion, AOV & customer journeys
GA4, reporting & commercial insight
SEO, content & Klaviyo lifecycle flows
Digital roadmaps, briefing & QA
Team, supplier & partner leadership
Relevant proof
Commercial ownership backed by practical delivery across trading, customer experience, data and ecommerce systems.
2020 — 2026
+1% conversionOwned the trading and digital experience for a 30+ roaster marketplace. Built a discovery-led flavour-matching journey, managed buying, pricing, merchandising, SEO, lifecycle email and analytics.
2025 — Present
End-to-end buildDelivered a headless Shopify storefront with live catalogue, collection, cart and checkout journeys, plus subscriptions, tasting-pack builder, customer accounts and CMS-managed content.
2026 — In progress
B2B migrationLeading an Unleashed-to-Shopify Plus migration: mapping catalogue, customer and price-tier data, shaping B2B company accounts and planning a phased cutover.
Website & Business Systems Consultant
Totnes, Devon
Leading Shopify and ecommerce projects from discovery and commercial scoping through roadmap, build, QA, launch and optimisation. Current work includes a Shopify Plus B2B migration and customer-facing storefronts with analytics, SEO, email and bespoke integrations.
Founder & Company Director
Stoke Newington, London
Founded and built an independent specialty coffee shop from a shell unit — design, fit-out, equipment and opening. Ran day-to-day operations, recruitment, rotas, stock, suppliers, budgets and contractors.
Founder & Technical Director
London, UK
Owned day-to-day trading for a multi-roaster marketplace with 30+ suppliers: buying, pricing, margin, merchandising, stock, campaigns, SEO, Klaviyo and customer service. Used GA4 and Shopify data to guide collection ordering, bundles and lifecycle activity; a custom flavour-matching journey increased store-wide conversion by 1%.
Founder & Company Director
London & UK events
Designed and manufactured a premium hardwood gazebo product and grew the business through direct client relationships — managing enquiries, suppliers, transport, installation, finances and the event team.
Hospitality Manager
London
Managed busy cafes, bars and dining rooms — supervising service, recruiting and training staff, rotas, supplier orders, stock control and cashing-up, with P&L reporting to control budgets.
Events Manager
London
Delivered launch events for Hackney Picturehouse — coordinating suppliers, venues, speakers, premieres and a guest list of more than 300 industry professionals.
Property Manager
Hampstead, London
Managed a 140-property residential portfolio, growing it from 90 within one year. Coordinated tenancies, inspections, maintenance and refurbishment, budgets, invoices and disputes.
BA Philosophy (2:1)
Heythrop College, University of London
2009 — 2012
Aeronautical Engineering Foundation
Loughborough University
2007 — 2008
Years of building businesses and freelancing have made me self-starting and accountable — used to spotting what needs doing and following it through.