Ellen Gandale

Natures Menu is a leading UK pet food brand founded in 1981.

• Owned a growth-focused roadmap, which delivered a 16% improvement in acquisition, improved retention and supported our cost of acquiring customer to life time value goals (CAC:LTV)
• Maintained the eCommerce site. Delivering improvements to enable marketing campaigns and operational warehouse improvements
• Fostered a data-driven, experimentation-led culture—ensuring every feature was insight-backed and A/B tested before rollout

Pollen curated immersive group experiences, from music-filled weekends in Amsterdam to week-long cycling training in France.

• Aligned strategies across four teams, fostering synergy with other collectives as part of the leadership team
• Strategically redesigned and fortified the checkout process, resulting in a 6% increase in checkout conversion. Demonstrated system resilience, adeptly handling thousands of consecutive users

Drover was the leading B2C car subscription company in Europe with major operations in UK and France and was acquired by Cazoo in February 2021.

• Leveraged data and customer insights to execute strategic experiments, yielding a 28% reduction in customer acquisition costs and improved NPS score following an iterative redesign of the purchase journey

• Led the simultaneous conceptualization and execution of the digital strategy for international brands No7, Botanics, Liz Earle, and Soap and Glory