Summary
Overview
Work history
Skills
Timeline
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Matt Adamson

Matt Adamson

York,UK

Summary

Accomplished professional with expertise in strategic leadership and transformation, driving eCommerce and omnichannel strategy to optimise customer experience. Proven track record of P&L ownership exceeding £400m, leading cross-functional teams to enhance marketing and brand development. Skilled in commercial and trading strategy, stakeholder engagement, negotiation, and data-driven decision making. Adept at retail operations and field management, committed to delivering exceptional results through innovative solutions.

Overview

15
15
years of professional experience

Work history

Retail & eCommerce Director

Urban Legend (Believe in Science)
London
04.2024 - 08.2025
  • Lead company’s retail and grocery expansion strategy, delivering “better for you” craft bakery proposition across multiple channels.
  • Increased revenue in first year by over 500%, business value jumped to c£30m by securing deals with Major Supermarkets on number of stores to launch in calendar year, working margins harder and delivering trials across motorway service channels. Helped secure funding from key investors by showing opportunities in the business
  • Developed and executed multi-channel marketing strategies, increasing brand visibility and customer engagement.
  • Rolled out new packaged solution, extending product shelf life from 1 to 4 days, reversing 2-year decline and achieving 4 consecutive months of profitability.

Head of eCommerce

East of England Co-op
Ipswich, Suffolk
12.2022 - 03.2024
  • Owned end-to-end eCommerce strategy, driving revenue growth and operational efficiency. Set up own picking and delivery platform EOE Online Grocery. Agreed deals and contracts with key qCom providers and parcel operators
  • Delivered profit in second half of year
  • Led high-performing team to deliver market-leading customer proposition across owned and third-party platforms.
  • Developed promotional and trading plans aligned with business goals, improving ROI and customer retention.
  • Delivered actionable insights through competitive analysis and performance reporting to senior stakeholders.

Head of eCommerce Field Operations

Co-op Group
Manchester
01.2018 - 11.2022
  • Directed national team of 5 divisional leads and 24 field managers, overseeing £400m in annual sales.
  • Spearheaded UK’s fastest eCommerce rollout in food retail, including partnerships with Amazon Prime, Deliveroo, and Starship.
  • Managed parcel service operations with major partners (DPD, Evri, JLP), increasing footfall and customer engagement.
  • Held full P&L accountability and led strategic planning across short-, mid-, and long-term horizons.

Regional Director

TK Maxx
, East and West Midlands
04.2014 - 12.2017
  • Oversaw 80 stores across Midlands, managing 7 District Managers and £300m sales portfolio.
  • Delivered consistent minimum 5%+ LFL growth across all stores 3 years straight, with 3 modernisations and 2 new store openings
  • Improved service scores by 17% LFL, with 2 districts ranked in company’s top 10.
  • Championed CSR and customer service initiatives, driving cultural and operational improvements.
  • Maximised profitability with strategic cost control measures.
  • Managed budget allocations, ensuring optimal resource utilisation.
  • Promoted corporate culture, achieving higher employee engagement levels.

Head of Corporate Space

Marks & Spencer (Head Office)
London
01.2011 - 03.2014
  • Directed corporate space strategy, maximising profitability through data-driven space utilisation.
  • Collaborated with retail directors and trading heads to optimise store layouts and VM standards.
  • Led national and international store visits to ensure adherence to corporate design and customer journey principles. Key stakeholder in multi-channel initiatives including B&O Hubs and digital store formats.

Skills

  • Strategic Leadership & Transformation
  • eCommerce & Omnichannel Strategy
  • P&L Ownership (£400m)
  • Cross-functional Team Leadership
  • Marketing & Brand Development
  • Customer Experience (CX) Optimisation
  • Commercial & Trading Strategy
  • Stakeholder Engagement & Negotiation
  • Data-driven Decision Making
  • Retail Operations & Field Management

Timeline

Retail & eCommerce Director

Urban Legend (Believe in Science)
04.2024 - 08.2025

Head of eCommerce

East of England Co-op
12.2022 - 03.2024

Head of eCommerce Field Operations

Co-op Group
01.2018 - 11.2022

Regional Director

TK Maxx
04.2014 - 12.2017

Head of Corporate Space

Marks & Spencer (Head Office)
01.2011 - 03.2014

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Matt Adamson