Everything my predecessor delivered continues. The additional scope is shown below.
Last winter's peak season (September 2025 – February 2026) generated £208,986 from 1,690 orders. Applying just the checkout completion improvement (+18%) to the same traffic projects an additional £37,000 in DTC revenue over the coming peak season — before any further gains from the ongoing CRO and testing programme.
| Month | Last Year | Projected | Difference |
|---|---|---|---|
| September | £16,527 | £19,448 | +£2,921 |
| October | £19,719 | £23,204 | +£3,485 |
| November | £49,597 | £58,363 | +£8,766 |
| December | £46,768 | £55,034 | +£8,266 |
| January | £56,007 | £65,906 | +£9,899 |
| February | £20,367 | £23,967 | +£3,600 |
| Total | £208,986 | £245,923 | +£36,937 |
Conservative estimate based on a single proven metric — improved checkout completion. Does not account for page speed improvements, A/B test wins, popup optimisation, or additional CRO work.
Despite every effort to work within the existing theme, too many site-wide errors kept surfacing with each change. I took the initiative to overhaul and rebuild from new — over 25 custom sections including cross-sell, upsell, and geo-located pricing visible across all markets. The new site launched live on 9 May 2026.
Checkout completion improved from 21.5% to 25.3% (+18%). The old theme had a promotions app bug that was silently preventing checkout without a page reload — that's now fixed.
Page load times cut significantly: main product page LCP dropped from 16.5s to 5.3s (68% reduction). Homepage hero video compressed from 24MB to 4MB. Accessibility scores improved across all page types (product pages 75 → 89, homepage 81 → 96).
Known blocker: Theme code has been reduced to roughly 30% of the original codebase. Third-party apps are now the primary performance bottleneck, not the theme code. GTM alone loads 982KB / 1.7s execution on every page. A full app audit has been documented with recommendations.
I established a structured A/B testing programme using Shoplift for on-site tests and Klaviyo for popup and email tests. Five tests completed with full statistical analysis, and a ranked backlog of 14+ further tests ready to run.
Currently running:
Test backlog: 14 product page tests, 5 cart improvements, collection page hero tests, homepage tests — all documented, ranked, and ready to run.
Key discovery — Pandectes cookie consent incorrectly configured. Recommendation: upgrade to Premium ($25/mo) for geotargeted consent rules.
Attribution collapse resolved: Shopify reported 0.04% conversion rate when true rate was 0.38%. Traced to Rollouts as primary culprit. Documented and fixed.
I took over marketplace operations following a full handover. None of this was knowledge I came in with — I taught myself the entire Tradebyte, Zalando, and About You ecosystem.
Platform access established: TB.One merchant admin, SFTP access, 25+ channel IDs mapped, zDirect pricing floor management, complete reference documents created.
Two significant infrastructure changes: UK 3PL transitioned from Whistl to Abstrakt (Mintsoft WMS), and SWAP Commerce scoped for global returns and DDP shipping.
UK 3PL transition: Technical Integration Lead across the full transition. Custom shipping rules implemented.
Upcoming: NuORDER/Boozt onboarding, SWAP Commerce ready to implement, ASOS integration scoped (Mirakl → Shopify → Mintsoft → Abstrakt).
The previous setup relied entirely on one person performing manual spreadsheet operations. I've built systems designed to eliminate that single-point-of-failure risk.
Stock sync (ZEOS → Shopify): Warehouse truth → Shopify every 90 minutes, with buffer logic, deduplication, and error handling. No human involvement required.
Pricing engine: One EUR pricing file → correct outputs for every platform across every territory. Verified to the penny against real EOSS2 pricing files.
Product data pipeline: Complete live catalogue (430 products, 2,014 variants) ingested into a central hub with discount detection, decommission tracking, and cross-platform visibility.
Judge.me review bot: Automated review request system built and ready to launch. Currently waiting on confirmation from the team before going live.
Previously: a 194-column spreadsheet manually assembled for each seasonal drop. One person's knowledge of which columns go where.
Now: a centralised system with validated imports, automated outputs, and lifecycle tracking across all channels.
10 strategic audit documents delivered during onboarding: 90-Day Action Plan, SEO Audit, Image Brief, App Stack Audit, Product Structure Doc, Channel Performance Report, Reviews Audit, Review Bot Spec, Fit Quiz Strategy, ZEOS Returns Grading Scoping.