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Digital Marketing Consultant
Ed Patten
,
Romford, United Kingdom
Experience
Other titles
Skills
I’m offering
A dynamic, entrepreneurial head of e commerce with up-to-date fluency in e commerce technologies, online media and technology trends delivering world-class customer experiences and e commerce performance. Extensive experience with leading brands from luxury to mass market. Adept at managing & developing high performing teams. Strong track record of delivering business growth.
Markets
United Kingdom
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Available
My experience
2018 - 2020
job
Head of Online E commerce Project Manager
Abigail Ahern.
Turnover 2019 £1.5 Million, 2020 Forecast £2.5 Million.
Abigail's trendsetting designs are synonymous with glamour, eclecticism and British humour. Abigail's curated collections include luxury faux flowers, and signature paint range which have won over design insiders, press and celebrity clientele alike.
Reporting to the owner, managing a team of 7
Upgrading on site setting up 2 new sites international
• Responsible for all online activities
• Develop affiliate marketing programs
• Create and maintain an online PPC
• Search Engine Optimization (SEO), PPC, CMS, Social Media, Email marketing
• Provide analytic reports of online sales
ACHIEVEMENTS
Abigail's trendsetting designs are synonymous with glamour, eclecticism and British humour. Abigail's curated collections include luxury faux flowers, and signature paint range which have won over design insiders, press and celebrity clientele alike.
Reporting to the owner, managing a team of 7
Upgrading on site setting up 2 new sites international
• Responsible for all online activities
• Develop affiliate marketing programs
• Create and maintain an online PPC
• Search Engine Optimization (SEO), PPC, CMS, Social Media, Email marketing
• Provide analytic reports of online sales
ACHIEVEMENTS
Sales, Manager, UP, Social, Forecast, Search, Online, Affiliate marketing, International, Affiliate, Marketing, Search engine optimization, PPC, CMS, Email marketing, Project Manager, Seo, Design, Social Media
2017 - 2018
temp
Banned Apparel Head of Online E commerce Project Manager(contract)
unknown.
2016 turnover £6.0 million (wholesale)
• Reporting to the owner, managing a team of 6
• Setting up two web sites from Development stage, sourcing team, scope of both sites
• The two sites are Banned retro, Banned Alternative both sites will be (B to C). These will go live end of Feb 2018
• Oversee a team of designers and marketers
• Responsible for all online activities
• Develop affiliate marketing programs
• Create and maintain an online business plan
• Keep current knowledge of online trends
• Updating website for new mobile or computer systems to appeal to current and future customers
• Provide analytic reports of online sales
• Search Engine Optimization (SEO), PPC, CMS, Social Media, Email marketing.
• Reporting to the owner, managing a team of 6
• Setting up two web sites from Development stage, sourcing team, scope of both sites
• The two sites are Banned retro, Banned Alternative both sites will be (B to C). These will go live end of Feb 2018
• Oversee a team of designers and marketers
• Responsible for all online activities
• Develop affiliate marketing programs
• Create and maintain an online business plan
• Keep current knowledge of online trends
• Updating website for new mobile or computer systems to appeal to current and future customers
• Provide analytic reports of online sales
• Search Engine Optimization (SEO), PPC, CMS, Social Media, Email marketing.
Affiliate, Manager, UP, Go, Social, Wholesale, Search, Online, Apparel, Affiliate marketing, Web, Development, Marketing, Website, Sourcing, Sales, Search engine optimization, C, PPC, CMS, Email marketing, Project Manager, Seo, Social Media
2017 - 2017
job
Head of Online E commerce Project Manager
PPC and Google.
Turnover 2016 £3.0 million (e commerce), Women's and Men's fashion retailer UK/EUROPE/USA Sites.
• Reporting to the owner, managing a team of 7
• Upgrade and implementation of new site
• Implementation of PPC and Google shopping
• Set up of affiliate channel including new publishers
• Set up of a new and improved newsletter with segmentation
• Interview and setup of new e commerce team
ACHIEVEMENTS
• Tripled revenue since starting with business from 30k per week to 100k.
• Increased sessions per week to 200k. Have improved our conversion rate to now just over 2% on average.
• Set up a Google shopping program which now brings in over 100 conversions a day.
• Optimised CRM and email marketing through a segmentation strategy this has increased our audience by 22%
• Set up Facebook advertising and launched our new Insta-shop.
• Optimised PPC and SEO campaigns in the UK and launched campaigns (brand and generic)
• In the process of launching a new website platform in Autumn (Magento 2) on recommendation of myself.
PROJECT MANAGEMENT
My last two positions have involved first thoughts to implementation or upgrade of sites.
I managed and developed growth plans for external providers to ensure successful implementation and included technical aspects of e commerce.
Part of the process was engaging and managing third parties and vendors.
Both the Head developer and I had ownership of projects budgets, scope, resourcing, tracking and documentation.
I also headed all the Technical management of site developments including UAT and AB testing
• Reporting to the owner, managing a team of 7
• Upgrade and implementation of new site
• Implementation of PPC and Google shopping
• Set up of affiliate channel including new publishers
• Set up of a new and improved newsletter with segmentation
• Interview and setup of new e commerce team
ACHIEVEMENTS
• Tripled revenue since starting with business from 30k per week to 100k.
• Increased sessions per week to 200k. Have improved our conversion rate to now just over 2% on average.
• Set up a Google shopping program which now brings in over 100 conversions a day.
• Optimised CRM and email marketing through a segmentation strategy this has increased our audience by 22%
• Set up Facebook advertising and launched our new Insta-shop.
• Optimised PPC and SEO campaigns in the UK and launched campaigns (brand and generic)
• In the process of launching a new website platform in Autumn (Magento 2) on recommendation of myself.
PROJECT MANAGEMENT
My last two positions have involved first thoughts to implementation or upgrade of sites.
I managed and developed growth plans for external providers to ensure successful implementation and included technical aspects of e commerce.
Part of the process was engaging and managing third parties and vendors.
Both the Head developer and I had ownership of projects budgets, scope, resourcing, tracking and documentation.
I also headed all the Technical management of site developments including UAT and AB testing
Management, Manager, UP, USA, Online, Google, Testing, Technical Management, Affiliate, Developer, Growth, Implementation, Google shopping, Website, Marketing, Interview, Fashion, Magento, Facebook, PPC, Facebook advertising, Email marketing, CRM, Project Manager, Advertising, Project Management, Seo
2016 - 2017
job
Select Fashion Head
unknown.
2016 turnover £26.0 million (e commerce), Women's fast fashion retailer UK/EUROPE/USA Sites.
• Reporting to the owner, managing a team of 15
DIGITAL AND ECOMMERCE
• Creating and managing the online site with a focus on website performance and optimization
• Ensuring daily and weekly targets are met, managing trading calendar and ecommerce budget
• Online marketing planning and budgeting: SEO, SEM and mobile campaigns for UK, EUROPE, and US
• Measuring and reporting performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
• Managing Display Marketing Advertising and Publishers relationships
• Responsible for the Digital Marketing Campaigns globally: from budget to execution with a focus on new strategy
• Responsible for managing the products on the website and new season launches and managing the UK, USA, and EU trading calendars
THIRD PARTY WEBSITES/AFFILIATES
• Managing sales and digital marketing for GOOGLE SHOPPING, EBAY and AMAZON outlets.
• Managing the affiliates program which now includes YIELDIFY, VOUCHERCODES, VOUCHERBOX, UNIDAYS and CRITEO.
• Bringing on new affiliates from US and ASIA.
CRM
• Responsible for CRM and database growth, Email Marketing, campaigns performances and segmentation, including welcome emails,
• Anniversary emails, Abandoned basket emails and triggered email campaigns
• Ensuring email Marketing campaigns are optimised at all time, ensuring conversion rate and open rates are high
• Working with Retail team to optimise database growth and CRM strategies in stores
CONTENT AND SOCIAL MEDIA
• Responsible for photoshoots, editorial content creation, global social media content and for coordinating content on websites
ACHIEVEMENTS
• Doubled revenue since starting with business from 140k per week to 300k.
• Increased sessions per week to 400k. Have improved our conversion rate to now just over 2% on average.
• Set up a Google shopping program which now brings in over 300 conversions a day.
• Optimised CRM and email marketing through a segmentation strategy this has increased our audience by 30%
• Set up Facebook advertising and launched our new Insta-shop.
• Optimised PPC and SEO campaigns in the UK and launched campaigns (brand and generic)
• In the process of launching a new website platform in Autumn (Demandware) on recommendation of myself.
• Reporting to the owner, managing a team of 15
DIGITAL AND ECOMMERCE
• Creating and managing the online site with a focus on website performance and optimization
• Ensuring daily and weekly targets are met, managing trading calendar and ecommerce budget
• Online marketing planning and budgeting: SEO, SEM and mobile campaigns for UK, EUROPE, and US
• Measuring and reporting performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
• Managing Display Marketing Advertising and Publishers relationships
• Responsible for the Digital Marketing Campaigns globally: from budget to execution with a focus on new strategy
• Responsible for managing the products on the website and new season launches and managing the UK, USA, and EU trading calendars
THIRD PARTY WEBSITES/AFFILIATES
• Managing sales and digital marketing for GOOGLE SHOPPING, EBAY and AMAZON outlets.
• Managing the affiliates program which now includes YIELDIFY, VOUCHERCODES, VOUCHERBOX, UNIDAYS and CRITEO.
• Bringing on new affiliates from US and ASIA.
CRM
• Responsible for CRM and database growth, Email Marketing, campaigns performances and segmentation, including welcome emails,
• Anniversary emails, Abandoned basket emails and triggered email campaigns
• Ensuring email Marketing campaigns are optimised at all time, ensuring conversion rate and open rates are high
• Working with Retail team to optimise database growth and CRM strategies in stores
CONTENT AND SOCIAL MEDIA
• Responsible for photoshoots, editorial content creation, global social media content and for coordinating content on websites
ACHIEVEMENTS
• Doubled revenue since starting with business from 140k per week to 300k.
• Increased sessions per week to 400k. Have improved our conversion rate to now just over 2% on average.
• Set up a Google shopping program which now brings in over 300 conversions a day.
• Optimised CRM and email marketing through a segmentation strategy this has increased our audience by 30%
• Set up Facebook advertising and launched our new Insta-shop.
• Optimised PPC and SEO campaigns in the UK and launched campaigns (brand and generic)
• In the process of launching a new website platform in Autumn (Demandware) on recommendation of myself.
Amazon, Fashion, SEM, Sales, Website, Content, Marketing Planning, Google shopping, Growth, Database, Ebay, Google, Online, USA, Social, Asia, UP, SEM, Retail, Marketing, Social Media, Seo, Advertising, Content creation, Ecommerce, CRM, Online Marketing, Digital Marketing, Email marketing, Budget, Facebook advertising, Websites, PPC, ROI, Facebook
2015 - 2016
job
Head of E Commerce/Merchandising
eBay outlet/5 POP UP shops.
March 2015 to April 2016.
Turnover £8.0 million Fashion trend women's wear brand retailer Uk/Europe E commerce site /eBay outlet/5 POP UP shops in London.
Reporting to the owner, managing a team of 7
TRADING
• Manages intake, capacities, and deliveries for the whole area.
• Manage and develop plans at all levels within the funnel process.
• Being responsible for all KPI's across all channels within business.
• Maximises opportunities and limits risk using in house systems.
• Manage team to produce reports for both daily and weekly trading meetings
• Able to identify margin opportunities and risks in season with buying and merchandising teams.
• Responsible for the mark-down budget, ensuring effective communication and execution
• Communicates department priorities, promotions & markdowns to Planning & Logistics to ensure a commercial weekly allocation strategy. Promotes 2-way dialogue between teams.
PLANNING
• In line with the planning calendar and buying, utilises historical data to set the foundations for target planning.
• In line with the Planning Calendar can build sales targets, communicating with Buying, Planning & Logistics and Merchandising.
• Plan and optimise site based on current sales and future.
• Analyse by line, size and colour to ensure availability is a standard to deliver sales and good customer feedback.
• Plan site merchandising to increase click through while still maintaining channel message.
• Plan strategy on marketing/social media and core content for positive customer communications.
ACHIEVEMENTS
• Increased bottom line sales from £10k p/w to over £25K over 3 months.
• Reduced bounce rate from 66% to 36%.
• Increased conversion rate from 1.5% to 3%
• Re -launch of site which included new fresh new social media exposure.
• Set up Google shopping within the site on all 600 sku's for maximum impact.
• Put into place a stock control system within site for efficient allocation.
• Launched both eBay and Amazon outlets to tackle out of season stock.
• Set up procedures within business these included (trade meetings, marketing calendar and sign off strategies.
Turnover £8.0 million Fashion trend women's wear brand retailer Uk/Europe E commerce site /eBay outlet/5 POP UP shops in London.
Reporting to the owner, managing a team of 7
TRADING
• Manages intake, capacities, and deliveries for the whole area.
• Manage and develop plans at all levels within the funnel process.
• Being responsible for all KPI's across all channels within business.
• Maximises opportunities and limits risk using in house systems.
• Manage team to produce reports for both daily and weekly trading meetings
• Able to identify margin opportunities and risks in season with buying and merchandising teams.
• Responsible for the mark-down budget, ensuring effective communication and execution
• Communicates department priorities, promotions & markdowns to Planning & Logistics to ensure a commercial weekly allocation strategy. Promotes 2-way dialogue between teams.
PLANNING
• In line with the planning calendar and buying, utilises historical data to set the foundations for target planning.
• In line with the Planning Calendar can build sales targets, communicating with Buying, Planning & Logistics and Merchandising.
• Plan and optimise site based on current sales and future.
• Analyse by line, size and colour to ensure availability is a standard to deliver sales and good customer feedback.
• Plan site merchandising to increase click through while still maintaining channel message.
• Plan strategy on marketing/social media and core content for positive customer communications.
ACHIEVEMENTS
• Increased bottom line sales from £10k p/w to over £25K over 3 months.
• Reduced bounce rate from 66% to 36%.
• Increased conversion rate from 1.5% to 3%
• Re -launch of site which included new fresh new social media exposure.
• Set up Google shopping within the site on all 600 sku's for maximum impact.
• Put into place a stock control system within site for efficient allocation.
• Launched both eBay and Amazon outlets to tackle out of season stock.
• Set up procedures within business these included (trade meetings, marketing calendar and sign off strategies.
Marketing, Social Media, Budget, Fashion, Sales, Content, Google shopping, Amazon, Ebay, KPI, Google, Social, UP
2011 - 2015
job
E-commerce Trader /Buying-Merchandising
unknown.
E-commerce
2014 - 2014
job
Merchandising
eBay and Amazon.
stock clearance outlets)
Reporting to the owner, managing a team of 10
DIGITAL AND ECOMMERCE
• Brief -To maximize the sales and profit potential of all sales throughout business using commercial understanding of product, customer social media and internal capabilities.
• Team management- leading for 4 teams within business, Merchandising, Buying, and Content/Photography Social media.
• Lead all planning activities/promotions to develop the promotional plan with specific activities planned at planned category level.
• Plan and trade ecommerce forecasts to create department targets and kpi's.
• Analyse overall performance and forecasts to review for presentation to the board of directors.
• Manage and control all stock movement within the business.
• Lead and manage all pricing activity within business.
• Identify trading opportunities to improve and accelerate sales and profit performance.
• Manage the on-going optimisation of search, merchandising, product recommendations and personalisation.
• Lead all analytics, customer data and other company insight to formulate actionable insights that actively drive sales either website or outlet.
• Making sure there was healthy communication between all teams with regular meetings ensuring clear and concise statements.
ACHIEVEMENTS
• During my time at Gift Library I implemented many long and short strategies these included-setting up a Marketing/Promotional calendar (doing this increased our promotions from five a year to at least three a month). Critical path program (doing this gave the control back to us from the suppliers and brought down lead times considerably). Ecommerce site budget system for all departments (forecasting now was made a lot more user friendly). Setting up G.L.O outlets on EBAY AND AMAZON for old season/sale stock (within the first week of going live both outlets generated 30k compared to last year 2k. Bright Pearl implementation (I was first liaison and would have meant cleaner allocation and quicker turn around in stock). One of my major sales highlights was having the busiest days since business started to which I directed and managed (this black Friday) T/Y SALES 75K L/Y 8K over 800% on year!
During my first year at Gift Library I increased bottom line sales by over 50% this was due to quick wins I put into place in my first two Months.
I re-plat formed the French, Dutch and USA sites to make them more customer/product friendly. This spiked sale on all sites by over 25%.
Earlier Career: Variety of permanent and contract roles.
Reporting to the owner, managing a team of 10
DIGITAL AND ECOMMERCE
• Brief -To maximize the sales and profit potential of all sales throughout business using commercial understanding of product, customer social media and internal capabilities.
• Team management- leading for 4 teams within business, Merchandising, Buying, and Content/Photography Social media.
• Lead all planning activities/promotions to develop the promotional plan with specific activities planned at planned category level.
• Plan and trade ecommerce forecasts to create department targets and kpi's.
• Analyse overall performance and forecasts to review for presentation to the board of directors.
• Manage and control all stock movement within the business.
• Lead and manage all pricing activity within business.
• Identify trading opportunities to improve and accelerate sales and profit performance.
• Manage the on-going optimisation of search, merchandising, product recommendations and personalisation.
• Lead all analytics, customer data and other company insight to formulate actionable insights that actively drive sales either website or outlet.
• Making sure there was healthy communication between all teams with regular meetings ensuring clear and concise statements.
ACHIEVEMENTS
• During my time at Gift Library I implemented many long and short strategies these included-setting up a Marketing/Promotional calendar (doing this increased our promotions from five a year to at least three a month). Critical path program (doing this gave the control back to us from the suppliers and brought down lead times considerably). Ecommerce site budget system for all departments (forecasting now was made a lot more user friendly). Setting up G.L.O outlets on EBAY AND AMAZON for old season/sale stock (within the first week of going live both outlets generated 30k compared to last year 2k. Bright Pearl implementation (I was first liaison and would have meant cleaner allocation and quicker turn around in stock). One of my major sales highlights was having the busiest days since business started to which I directed and managed (this black Friday) T/Y SALES 75K L/Y 8K over 800% on year!
During my first year at Gift Library I increased bottom line sales by over 50% this was due to quick wins I put into place in my first two Months.
I re-plat formed the French, Dutch and USA sites to make them more customer/product friendly. This spiked sale on all sites by over 25%.
Earlier Career: Variety of permanent and contract roles.
Website, UP, Social, USA, Search, KPI, Ebay, Amazon, Team management, Implementation, Content, Marketing, Analytics, Sales, Management, Optimization, Photography, Forecasting, Budget, Ecommerce, Social Media
2007 - 2011
job
Merchandise/Area/Commercial Manager
Fuchsia Clothing and Accessories (Malta)t.
Manager
1997 - 2007
job
Tesco Head Office Merchandiser/Stock Control Manager
unknown.
Office, Manager
1989 - 1997
job
Allocator/Team Leader/Assistant Stock Control Manager
Marks & Spencer Head Office.
Manager
My education
1988
-
1991
London school of Economics W1
BSc, Economics
BSc, Economics
1980
-
1987
n/a
HighSchoolOrEquivalent, Include Maths and English
HighSchoolOrEquivalent, Include Maths and English
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