Interim and Fractional Ecommerce Leadership for DTC and B2B ECommerce Brands

just you and travelsphere - digital reset drives =25% yoy growth

Just You and Travelsphere are two well-known UK travel brands with a strong heritage in delivering curated group holidays.
 
Just You specialises in adult-only group tours, offering enriching travel experiences with a focus on comfort, service, and unique itineraries.
 
Travelsphere provides a broad range of escorted tours for a variety of travellers, combining convenience, expert planning, and personalised experiences.
 
Both brands have loyal customer bases and a reputation for high-quality holidays, with a growing focus on building their digital and direct-to-consumer channels.
Both brands had strong offline recognition but were underperforming in their digital channels. Ecommerce trading was fragmented, UX was inconsistent, and conversion rates were below potential.

 

Key challenges included:

 

  • 1 – Limited optimisation of destination and product pages
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  • 2 – Friction in the customer journey reducing conversion
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  • 3 – Lack of a structured product roadmap to support new customer onboarding and new functionality
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  • 4 – Opportunities to grow leads and revenue through digital acquisition were underutilised
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The brief was clear: deliver measurable revenue growth through improved UX, conversion, and digital performance while setting the foundation for a long-term growth engine.
I worled with the team and  implemented a structured, data-driven approach across both websites, focusing on the following areas:

 

  • Ecommerce trading campaigns: Planned and executed peak trading strategies, including a major XMAS campaign and the launch of Google PMAX campaigns.
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  • UX and CRO: Analysed the customer journey to identify friction points, optimised key destination pages, enriched content, and improved merchandising.
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  • Lead generation and acquisition: Designed targeted campaigns aligned to audience demographics and channel performance to drive new leads.
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  • Product roadmap: Reset the roadmap to focus on high-impact initiatives that supported onboarding of new customers and new functionality improvements on the Umbraco platform.
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  • Cross-functional leadership: Worked closely with Marketing Managers to ensure campaigns were aligned with commercial goals, and led the team of 5 to deliver consistent execution across both sites.
  • 25% YOY Revenue Growth from Digital Reset
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  • The approach delivered strong, measurable results over the contract period:
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    • +25% ecommerce sales growth through peak trading by executing a focused XMAS campaign with Google PMAX
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    • +15% year-on-year performance improvement on key destination pages through UX optimisation, content enrichment, and merchandising improvements
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    • +10% lead growth via targeted digital acquisition and lead generation aligned to audience and channel performance
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    • +15% conversion rate uplift by resolving journey friction informed by CRO analysis and testing
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    • A restructured product roadmap, focused on high-impact initiatives to improve onboarding and deliver new functionality
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    By embedding a UX-led, KPI-focused approach, we not only delivered immediate revenue growth but also set the foundations for a scalable, repeatable digital growth engine across both brands.