Chloe Frances

Served as one of four senior decision-makers responsible for commercial strategy, e-commerce performance, and business operations for a £2.5M multi-channel health & wellness brand. Managing 2,000–3,000 SKUs across Amazon (UK & EU), eBay, Etsy, Not On The High Street, and bespoke websites — combining strategic input with hands-on execution across sales, marketing, and finance.

Key Achievements

• Drove 25 % year-on-year growth on Amazon.co.uk through the development of comprehensive product listings, targeted PPC campaigns, dynamic pricing strategies, and content optimisation.
• Built an omni-channel, SKU-level margin and pricing forecasting system, providing the business’s most accurate profitability insight to date.
• Introduced new product categories, bundles, and landing-page concepts, improving site and marketplace performance, navigation, and cross-sell opportunities while increasing average order value.
• Expanded marketplace reach by launching on Etsy and Not On The High Street and improving cross-platform listings and content consistency.
• Automated reporting and workflows using Power Query, Power Automate, and AI tools, reducing manual tasks and enabling faster, data-driven decisions.

Core Responsibilities

• Partnered with Directors to shape commercial strategy, pricing, and promotional planning, using financial and performance insights to guide decisions.
• Led e-commerce activity across marketplaces and DTC websites, developing strategies for content, optimisation, and campaign planning.
• Actively managed Amazon performance — creating and optimising listings, A+ content, A/B testing, adjusting pricing, and leading category and bundle creation.
• Acted as the go-to expert for e-commerce and business platforms, learning new tools quickly and training colleagues on best practices.
• Supported and guided colleagues across Sales, Marketing, Finance, Fulfilment, and Customer Service to ensure smooth workflows and maintain correct business priorities.
• Produced detailed reports analysing costs, margins, and revenue performance to guide company-wide decisions on priorities, budgets, and growth initiatives.
• Managed two direct reports (Product Content & Listings Supervisor and Finance Assistant) and collaborated with other departments to resolve technical, fulfilment, and compliance issues.

Managed day-to-day financial operations and HR for a growing e-commerce business during a period of expansion and system development. Partnered closely with Directors to ensure accurate reporting, VAT compliance, and the continuous improvement of internal processes that supported wider commercial growth.

Key Achievements

• Co-designed and implemented a new system for EU VAT compliance, working with a Director, the in-house developer, and external VAT advisors to define requirements, build workflows, and conduct end-to-end testing.
• Implemented improved cost-tracking and margin-analysis systems, giving Directors clearer visibility of product and departmental performance.
• Supported the development of annual budgets and cash-flow forecasts, managing all operational finance processes and providing cashflow cover during the Managing Director’s absence.
• Introduced HR software (PeopleHR) to streamline onboarding, attendance, and performance processes.
• Delivered consistent payroll accuracy and timeliness, ensuring compliance with HMRC regulations.

Core Responsibilities

• Prepared monthly management accounts, annual budgets, and VAT submissions for UK and EU trading.
• Analysed costs, margins, and performance metrics to support commercial and strategic decision-making.
• Oversaw month-end, quarterly, and year-end close processes with accuracy and attention to detail.
• Managed payroll and the full recruitment lifecycle, including job adverts, candidate screening, and onboarding.
• Supported performance management, salary reviews, and succession planning in collaboration with Directors.