JODIE EVANS 15+ Years Digital Experience

• Lead ecommerce strategy and digital growth initiatives across retail, fashion, beauty, and lifestyle brands.
• Own end-to-end customer journey optimisation across web and app to improve conversion, retention, and customer lifetime value.
• Drive digital trading performance through CRO, merchandising, UX enhancements, and data-led decision making.
• Develop and execute CRM and lifecycle marketing strategies, including personalised customer journeys and automated campaigns.
• Align acquisition, retention, and trading strategies to maximise revenue growth and ROAS across paid media channels.
• Oversee website performance, checkout optimisation, payment journeys, and customer trust signals to enhance user experience.
• Lead cross-functional teams and collaborate with internal stakeholders, agencies, and technology partners to deliver ecommerce roadmaps.
• Utilise analytics, automation, and AI-driven tools to improve reporting, customer insights, and operational efficiency.
• Identify growth opportunities through performance analysis, customer behaviour insights, and market trends.
• Build and maintain strong stakeholder and client relationships while ensuring digital experiences align with brand objectives and commercial goals.

Seconded from THG Ingenuity to Matalan Head Office to step into an interim role with key client during a period of digital growth transformation working across UK site, collaborating closely with key stakeholders across both areas of business.

✓ Delivered sustained +0.2ppt YOY CVR uplift within 3 months by collaborating cross-functionally with Product and Trading teams—over 150 actionable recommendations implemented to optimise customer experience and commercial outcomes.
✓ Led coaching and capability building for Trading, Marketing, and Product teams on THG platform features, driving adoption and maximising platform ROI.
✓ Owned optimisation and strategic enhancement of DTC omnichannel site - £750K development spend, ensuring seamless alignment with brand strategies and customer journeys.
✓ Directed CRO optimisation leveraging OOTB Enterprise features, partnering closely with Product Delivery and Tech teams to align developments with business objectives and improve Ecommerce execution.
✓ Identified and resolved key operational pain points, driving efficiency gains and strengthening partner relationships as THG Ingenuity champion.
✓ Initiated and implemented cost-saving initiatives through process evaluation and improvement.
✓ Designed and facilitated workshops focused on upskilling teams, enhancing morale, productivity, and cross-department collaboration.

Pentland Brands - Speedo, Endura, Kickers & White Stuff DE

✓ Achieved +33% increase in sales revenue and +34% growth in orders across Pentland brands by establishing a comprehensive eCommerce marketing budget plan. Delivered +482% uplift in website sessions and +235% increase in orders while maintaining a disciplined 14.5% Cost of Sale (COS), reducing CPC through targeted paid search and social campaigns, and consistently improving overall marketing ROI.
✓ Directed Ecommerce trading performance and digital marketing execution across 16 global sites spanning UK, EMEA, and SUSA markets. Held full accountability for White Stuff DE KPI delivery, strategically allocating marketing budgets to maximise impact. Ensured alignment of digital marketing channels—including paid media, SEO, email marketing, affiliate partnerships, and content marketing—with trading calendars and commercial objectives to drive customer acquisition, retention, and conversion growth.

Pentland Brands - Speedo, Berghaus, Canterbury, Ellesse, Endura, Kickers

✓ Spearheaded eCommerce performance across 22 global websites (EMEA, SUSA, ANZ), delivering +17% sales growth vs plan on £37M+ forecast. Oversaw 11 site re-platforms within 9 months, aligning to project timelines and managing key third-party integrations.
✓ Owned end-to-end KPI delivery, trading insights, and growth strategy—aligning product launches, digital marketing, and creative planning to maximise commercial impact.
✓ Defined and executed trading calendars and commercial strategies across sports fashion and womenswear, optimising customer journeys and brand campaign effectiveness.
✓ Leveraged in-house analytics and competitor benchmarking to inform trade decisions, pricing strategy, and market positioning.
✓ Partnered cross-functionally with Buying, Merchandising, Digital Marketing, UX/UI, Customer Service, and Client Success to build cohesive eComm plans focused on customer retention and CLTV.
✓ Managed operational readiness including warehouse forecasting and courier SLA performance to protect service excellence.
✓ Led and developed high-performing team of 12 eCommerce Managers, Execs, Graduates, and Apprentices—driving trading plans, AOV/CVR improvements, and succession planning. Regularly presented performance insights to category leaders and senior stakeholders.

✓ Managed £2.2M eCommerce turnover - 8% of Total Omni business. Led new website migration strategy in collaboration with leading platforms and paid media agencies. Oversaw 250+ weekly customer interactions, maintaining 4.5★ Trustpilot rating.
✓ Built and executed cross-channel commercial strategy, owning trading performance, ecommerce team leadership, budget management, resource planning, and category buying decisions across Home, Garden, and Lifestyle.
✓ Leveraged KPIs, web analytics, and performance insights to drive profitable growth and shape an omnichannel customer journey aligned with brand vision.
✓ Developed strategic brand partnerships and bespoke activations with key collaborators including Bellissimo Flowers, Reserve Wines, Smeg, Nespresso, Joules, and Barbour—enhancing brand value and customer experience.
✓ Led technical website development projects focused on optimising UX/UI and back-end performance—including bulk uploads, order fulfilment, and middleware improvements.
✓ Directed regular site content updates including landing pages, product and service info, and retail event pages. Worked closely with marketing to execute digital campaigns, photography briefs, and asset delivery.

✓ Full ownership of cross-functional operations including eCommerce, retail, inventory, marketing, tech, merchandising, and customer service—driving £1.2M+ in annual online revenue through strategic trading and promotional execution.
✓ Key decision-maker for seasonal buying across 60+ global luxury designers, partnering with retail to align stock availability, sell-through, and forecasting.
✓ Defined and communicated business KPIs, leveraging insights and analytics to optimise team and commercial performance.
✓ Built and maintained 10+ high-impact partnerships through collaborations, PR events, and social campaigns, expanding in-person network across Chester, Manchester, Oxford, and London via Clique 100 and B4 groups.
✓ Managed over 15 press and media placements—print, digital, and social including Red Magazine, Cheshire Life, Living Magazine group & Ox Magazine — overseeing external agencies (Yell, Measured D) to enhance SEO, CPC, CVR, and ROAS across all channels.
✓ Led content creation strategy, partnering with photo/video teams to produce lookbooks, in-house publications, and branded marketing assets.
✓ Directed Shopify platform development in collaboration with Eastside Co, launching features including a Virtual Store, Event Page, and Members Zone.
✓ Conducted competitive research across UK & international markets to refine brand positioning, pricing strategy, customer acquisition, and product presentation.
✓ Recruited, trained, and onboarded 15+ seasonal photography staff, while overseeing team development, QA and seasonal campaign photoshoot planning.
✓ Managed business operations: invoicing, budgets, HR, compliance, and legal documentation aligned to evolving business needs.

✓ Held end-to-end responsibility for brand and supplier relationships in eCommerce, contributing to a £1M weekly online sales milestone.
✓ Managed £3.5M+ in digital media spend across 70+ brand partners including McCain, Birds Eye, Heinz, Nestlé, and Piccolino—aligning commercial goals with buying teams and brand onboarding strategies.
✓ Delivered seamless partner communication through regular touchpoints, leveraging CRO insights to optimise collaboration and campaign effectiveness.
✓ Led strategic and tactical digital marketing plans in partnership with Trading Teams, driving agility in response to commercial opportunities and category initiatives.
✓ Maximised brand visibility through excellence in Product Data execution, Search, Taxonomy, Optimised Imagery, and Customer Journeys across platforms.
✓ Built and executed Joint Business Plans (JBPs), ensuring timely reconciliation and accountability to agreed objectives.
✓ Collaborated with Data Insights to assess ROI and performance post-cycle, quarterly and annually, tracking delivery against brand KPIs and strategic missions.
✓ Oversaw 3rd party Elevaate platform to support cross-sell and branded promotions. Represented the business at the Online & Digital Grocery Summit UK.

✓ Delivered weekly trading insights and analytics for £2.5M D2C online store, driving commercial decision-making across wider business.
✓ Owned end-to-end on-site merchandising to maximise conversion, UPT, and AOV through optimised range presentation and cross-sell opportunities.
✓ Conducted regular competitor benchmarking to inform trend-driven web exclusives and trading event strategies.
✓ Managed Product Data Administrator and inventory availability to improve performance KPIs, ensuring product launches hit key trading phases on time.
✓ Partnered with Suppliers and Buying teams to activate online promotions and deliver incremental revenue through strategic trading calendar.
✓ Collaborated cross-functionally with Email, Content, Marketing, UX/UI, Search, and Optimisation teams to enhance customer journey and drive digital innovation.

✓ Owned the weekly digital critical path across site updates, email, marketing, and trading calendars, using structured briefs to drive traffic, AOV, and CVR improvements.
✓ Collaborated daily with 20+ buyers and merchandisers to align online activity with seasonal trends and key brand performance across categories.
✓ Optimised on-site merchandising to boost category sales and CVR revenue, while enhancing SEO integrity and product visibility.
✓ Recruited, trained, and led Content Producer teams, driving content build efficiency and output through agile sprint planning via Asana.
✓ Hands-on experience with Magento and trading on Amazon and eBay marketplaces.

✓ Leveraged deep retail trading experience to transition into high-impact ecommerce roles across major brands including Very, Littlewoods, Is Me, K&CO, and Woolworths, contributing to +£53M in weekly sales while embedding core trading principles and ecommerce best practices.

✓ Interpreted customer behaviour through advanced use of digital analytics tools (Google Analytics, Coremetrics), delivering data-driven insights and strategic recommendations that enhanced key KPIs and exceeded sales targets; integrated competitor analysis and market trends for a holistic trading view.

✓ Collaborated cross-functionally with Buying, Brand, and Social teams to align product strategy and storytelling across marketing channels—ensuring visibility and commercial success for priority categories.

✓ Directed and quality-controlled site merchandising activity in partnership with Online Merchandising Assistants; owned briefs and link strategies, ensuring creative assets aligned to commercial deadlines and critical path transitions.

✓ Managed complex, multi-region ecommerce environments using BCC system, overseeing platform-specific pricing strategies and optimizing international customer experiences.

✓ Enhanced onsite journeys and conversion paths through continual optimisation of search and navigation, focusing on relevance and ease of discovery to drive engagement and sales.

✓ Influential in cross-functional trading discussions, confidently challenging stakeholders and guiding buying teams through trading calendars to drive alignment and commercial outcomes.

✓ Supported daily store sales targets of £20K, ensuring robust systems and floor processes were in place to maximise availability, meet KPIs, and uphold excellence in merchandising, service, and sales performance.

✓ Monitored and analysed weekly sales trends and sell-through, driving data-informed floor moves to optimise stock performance and respond to customer demand.

✓ Planned and executed high-impact seasonal in-store events, aligning with marketing campaigns and seasonal trading priorities to boost engagement and sales.

✓ Led recruitment and onboarding initiatives, designing and delivering induction training for 20+ new hires, ensuring alignment with brand standards and operational readiness.

✓ Developed and coached team members, providing ongoing training and recognising high-potential individuals to support succession planning and long-term growth across store and district level.

✓ Duty Manager and Key Holder, with full accountability for opening/closing procedures, health & safety compliance, and operational oversight of a £6.5M turnover store.