Matthew Allen

Provided digital, e-commerce and reporting consultancy to small and medium-sized businesses, enabling scalable online platforms and data-driven decision-making.

• Design and develop Shopify and WordPress websites with a focus on performance, usability and conversion optimisation
• Deliver brand identity projects including logo creation, visual assets and online positioning strategies
• Built and enhanced reporting frameworks using Excel and Airtable, increasing KPI tracking accuracy and performance visibility.
• Develop dashboards and automated reporting processes to replace manual spreadsheet workflows
• Advised clients on sales metrics and customer insights, facilitating informed commercial performance analysis.
• Support integration of payment systems, inventory tools and analytics platforms to streamline operations
• Collaborate with business owners to identify growth opportunities and improve digital presence

Appointed following the closure of Bomb Up Airsoft to support the new ownership team during a transitional period, ensuring operational continuity and commercial stability.

• Led day-to-day retail and operational management during ownership transition
• Sustained sales performance and customer engagement during ownership transition
• Guided stock management, supplier relationships, and reporting processes to ensure operational effectiveness
• Established structured performance monitoring to facilitate new leadership team's decision-making
• Ensured compliance with industry regulations and operational standards
• Supported team alignment and maintained morale during organisational change

Founded and led a specialist retail and e-commerce business for over 10 years, overseeing full commercial, financial and operational performance.

• Grew the business to £500k+ annual turnover through combined retail and online sales strategy
• Designed, launched and optimised a Shopify e-commerce platform, integrating payment gateways, inventory systems and performance reporting tools
• Held full P&L responsibility, managing budgeting, cash flow forecasting, margin control and cost optimisation
• Implemented structured sales and margin reporting frameworks using advanced Excel to support data-driven decision-making
• Improved stock efficiency through demand forecasting and procurement planning, reducing excess inventory and protecting cash flow
• Developed and executed digital marketing strategies including social media and online promotions to drive customer acquisition and repeat sales
• Negotiated supplier contracts and built long-term trade relationships to strengthen pricing and product availability
• Recruited, trained and led a team of five, setting performance targets and improving operational consistency
• Maintained compliance with industry regulations and ensured high standards of customer service

Led the development and delivery of reporting frameworks and business applications within a national food distribution organisation, supporting senior leadership with structured, data-driven insight to improve commercial and operational performance.

• Managed and developed a team responsible for reporting systems and internal business applications
• Designed and maintained scalable reporting frameworks to support sales, margin, operational and financial performance monitoring
• Developed advanced Excel-based models and automated reporting solutions, increasing reporting accuracy and streamlining processes
• Worked with SQL-based data sources to extract, validate and structure data for analysis and reporting
• Partnered with senior stakeholders to translate business requirements into technical reporting solutions aligned to strategic objectives
• Improved data integrity and reporting consistency through structured validation processes and system enhancements
• Reduced manual reporting workload through automation and process redesign
• Supported forecasting, budgeting and performance review cycles through detailed analysis and insight delivery
• Acted as bridge between technical teams and commercial stakeholders, aligning technical solutions with business needs