Dominic Smith

Responsible for Global Ecommerce Website Trading for a Fortune 500 B2B company - part of Avnet - recognized as the key digital channel in the group - across EMEA, APAC and Americas. I manage a trading function which supports Global Web Sales in excess of £750m as well as being part of the Farnell Leadership Team across the wider business - part of a team of 4 tasked with embedding significant Ecommerce investment across the business as part of the McKinsey Digital Transformation Program,

• Manage team of 15 globally across the Ecommerce Trading department - Web and EProcurement channels
• Embedded fledgling Trading Function across all regions - +£10mill improvement in Merchandising / CRO optimization in 12 months
• Drove Global Penetration increase of +3% Globally - with +20% increase in Penetration in the Americas
• Set up and embedded Data Science function to drive initial POCs across business = +£5m contribution from 3 x POCs
• Set up and embedded Data Insights function to provide more trading insights across business = 8 projects delivered in 12 months
• Delivered Supplier Marketing strategy overhaul = +£500k incremental value to program
• Research / Onboarding of Enterprise level DXP / Merch / Recommendations platform = 10X ROI (£10 mill fcast)
• Refined and managed SEO strategy across business to focus on Strategic Pillar Growth = 20% increase in traffic
• Delivered content strategy to deliver growth across SEO recovery program = +25% conversion increase x 4 campaigns
• Managed Geo Expansion program across the business with specific Japan focus = +£30m forecast in 3 year revenue
• Researched and proposed wider Geo Expansion trading opportunities globally = +£5m forecast opportunity
• Implemented Ecommerce strategic support model for 22 Product Segment Leaders = improved ecommerce understanding
• Implemented new merchandising strategy for upsell / cross sell / mating parts / replacement parts = +£2m in 3 categories
• Senior input to multiple disciples in Ecommerce inc UX / UI / CRO / Insights / User Research / User Testing / Agile Roadmaps / Feature Builds / Technical Marketing / Budget Builds / Forecasts etc

Responsible for embedding Personalization Squad in Ecommerce – working alongside McKinsey to embed initial approach to Agile team management and gaining qualification in Qualified Product Owner from the Scrum Alliance

• Set up outline Personalization roadmap with team and refined tech roadmap to deliver +£5m incremental growth year
• Improved conversion of personalized segments by +20% with focus on richer content
• Liaised with Product Management to prioritize product backlog according to business value and ROI
• Consulted with product development teams to enhance offerings based on customer data
• Recruited and set up team of 10 Developers / BA / CROs to support fledgling Personalization squad
• Set up fledgling CRO tunnels to feed back into squad re AB tests / Backlog creation
• Formally qualified as Product Owner with leading UK trainer – Scrum Alliance
• Overhauled approach to Recommendations strategy in the business with Product Roadmap

I set up Redleafdigital to provide Ecommerce services specifically to advise SMEs primarily on all aspects of their Ecommerce business – from traffic generation to platform suitability, customer retention, conversion strategy, growth strategy etc.

Customers included British American Tobacco, The Conran Shop, VIP Vaping, The Original Factory Shop, Pink Boutique, Jon Richard and Vapoholic.

• BAT - +9% improvement in conversion rate with more focus
• BAT - + 22% YOY improvement in lapsing customers YOY from -29% YOY to with targeted CRM program
• BAT - +500% increase in Local SEO presence by implementing successful website re-platform
• BAT - -32% bounce rate reduction by implementing website redesign
• Pink Boutique - +15% increase in new customers from a new focused RAF program
• Pink Boutique - +£1.3mill in revenue fcast from realignment of budgets
• Jon Richard - +35% growth in online sales over 12 months
• Fragrance Store - +25% growth in online sales over 12 months
• The Conran Shop - +166% growth in online sales over 12 months
• Recommended and implemented a variety of tech platforms including Feefo, Google Stores, Google Merchant Centre, Webgains,SLI search, TAGman etc

Testimonials available at http://www.redleafdigital.co.uk/testimonials/

I managed a small team of 4 and my focus was reviewing and improving the E-Commerce operation which had grown to £1.6m in the previous year. From initial review and report to CEO, I made substantial changes to the team and the operation which resulted in YOY growth of +41% to £3m

• Revenue growth of +41% to £3m by focusing on range optimization, CRO opportunities and new marketing channels
• Database growth of +40% with data improvement campaign and refining CRM segmentation
• Conversion improvement of +35% following additional functionality investment and funnel optimization
• New customer increase of +7% by introducing RAF program via lead generation (Mentionme)
• New partnerships delivered - Feefo, Google Stores, Google Verified Stores, SLI search, Webgains, Google PLA

I managed a team of 5 across all online channels inc ECRM, Recruitment, Retention, Site Design, Site Development, Usability, CRO, Merchandising / Trading, Social – plus managed our in house studio and customer services team. I was responsible for all aspects of site trading across all platforms and 3 different websites. I also managed our offline marketing activity including catalogues, POS, PR, in store etc. The company was in a period of transition and core focus was on overhauling the online offer and proposition across Multichannel

• Improved delivered margin considerably from +10% to +35% in 3 months by optimizing commercial focus
• Refocused online strategy in 6 months for EBITDA to profit by +£50k vs budgeted loss of -£220k
• Improved and expanded the in store online offer to drive additional sales from stores by +30%
• Improved stock availability online from +60% to +98% in 6 months (major stock issues)

I managed a team of 10 across all online channels inc ECRM, Recruitment, Retention, Site Design, Site Development, Usability, CRO, Merchandising / Trading, Social – plus managed our in house studio and customer services team. I was responsible for all aspects of site trading across all platforms and 3 different websites. I also managed our offline marketing activity including catalogues, POS, PR, door drops etc

• Improved online sales by +21% YOY to £17million by focusing on Multichannel offering and new channels
• Doubled affiliate sales to +£5m by developing relationships and overhauling feed capabilities
• Improved YOY conversion by +38% YOY (from 4.4% to 6.1%) via conversion improvement project
• Increased online penetration by +22% YOY (from 45% to 55%) YOY by improving CRM and focusing on in improved multichannel offering
• Reduced SEO budget by -20% (£200k) after re-aligning strategy and improving backlink / referral links (after full SEO review)
• Improved Marketplaces sales by +300% by extending inventory, refining data feed and extending to new platforms (rakuten / PLAY.com)

Responsible for the acquisition and retention of customers across all channels with budgetary responsibility of £3 million pa and managing 10 direct reports. Delivered approx +£35 mill pa across multiple channels and across up to 15 UK trading websites and 2 International sites. I was part of the senior management team at a time of transition from catalogue to online - helping shift online penetration across all brands from 10% to 55%.

• Drove an incremental +£45m by my final year across 3 new recruitment channels, 15 UK sites and 2 international sites
• As part of leadership team, saw web transition from 10% to 55% online penetration in 6 year period
• Set up and launched affiliate program generating +£20m in sales by my final year
• Set up and launched CSE / Data feed program generating +£10m in sales by my final year
• Managed SEO team for 2 years to drive +30% increase in traffic to site resulting in additional +£10m in revenue - Pureplay sites
• Attribution modelling - +20% increase in ROI by driving forward and advising the business re new approach to customer acquisition by understanding of multi touchpoint attribution models across online channels
• International - Project managed the build and launch of 2 International sites - simplybe.de and simplybe.com

My main focus was on driving forward new customer recruitment across all channels. This was a very traditional volume and KPI based role very much focused on targeted numbers on a weekly basis with targeted campaigns aimed at hitting volume numbers.

• Delivered overall increase of +17% YOY for new customer recruitment across PPC, Affiliates and Display
• Delivered extra +15% in loan sales vs target KPIs with budget coming in -5% under targets
• Driving forward web development inc SEO and managing 5 direct reports across SEO and Social Media

During this period I worked for some major brands as a marketing contractor, specializing in short term campaign specific contracts across a variety of industries

• Bank Of Ireland - Campaign Manager working alongside all FS teams integrating both off and online campaigns across Loans and CAccs.
• Barclays - Campaign Manager for Loans and Insurance, integrating offline campaigns to online.
• Cendant - Marketing Manager responsible for 3 new FS product launches as well as site development, online recruitment and 3rd party affinity offer development.
• Homecall - Online Recruitment Manager responsible for site development, SEO recommendations, driving new customer traffic and Email program