Ecommerce Growth Leadership · DTC & B2B · Full Time, Part Time & Interim
Ecommerce Growth Leadership
Real Results from Real Engagements
I've led growth initiatives for multiple brands while shaping ecommerce strategy across a diverse range of retail businesses. From scaling online revenue and improving conversion to optimising platforms and marketing channels — below is a selection of case studies that showcase measurable impact.
"I worked closely with Dom for 12 months on a complex global project for Farnell. Dom's eCommerce knowledge is at expert level but he also carries a deep understanding of commercial principles."
LG
Luke Grigg
Growth Officer · Circuitwise
Growth Officer · Circuitwise
Digital Growth Leadership
Ecommerce Growth Case Studies
Real results from real engagements — across conversion, revenue, acquisition and retention.
Budget Realignment
£1.3M
Extra Revenue from RAF Programme
Pink Boutique
Reallocated budget from underperforming paid social into a Referral a Friend programme via Mention Me — delivering £1.3M additional revenue and 15% new customer growth at a CPA of just £11.
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Conversion Rate
+20%
Conversion Improvement with Checkout UX
The Fragrance Shop
Full end-to-end UX review using Hotjar to identify drop-off points. Simplified product pages, streamlined checkout and optimised navigation — driving a 20% YOY conversion rate improvement.
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Customer Acquisition
+32%
New Customer Acquisition — Decline to Growth
British American Tobacco
Reversed a -43% decline in customer acquisition. Full ecommerce audit, site overhaul, CRM programme and Local SEO strategy delivered a +32% increase in new customers YOY.
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Revenue Growth
+166%
Doubling Online Sales During Peak Trading
The Conran Shop
Implemented a holistic growth plan — upsell/cross-sell, personalised recommendations, optimised mobile UX and in-store data capture. Resulted in 166% YOY revenue growth during Christmas trading.
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CRM & Retention
+153%
Halting Decline & Driving Growth in 12 Months
VIP Vaping / BAT
KPI-driven framework turned new customers from -43% to +32% YOY, second orders grew +19%, and won-back customers surged from +46% to +153%.
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CRM Programme
+25%
Turning Flat Traffic into 2nd Order Growth
The Original Factory Shop
Launched a structured CRM programme with segmentation, personalised comms and tailored product recommendations. Drove +25% YOY growth in second-order sales within the first year.
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Database Growth
+40%
40% Database Increase with Scratchcard Campaign
Notcutts
240,000 loyalty members had no email on file. Scratchcard prize draw at checkout grew the email database 40% from 160k to 224k subscribers.
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Personalisation
£4.5M
Incremental Revenue from Personalisation Squad
Premier Farnell
Led a dedicated Personalisation Squad using Adobe A/B testing. Delivered +5% conversion uplift on test segments and an estimated £4.5M incremental annual revenue.
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UX & Site Performance
−32%
Bounce Rate Reduction from Website Redesign
British American Tobacco
Led a full mobile-first website redesign over 5 months. Bounce rate dropped from 40% to 27% — a 32% improvement — through modern visuals, intuitive navigation and improved reorder flows.
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Conversion Strategy
CRO Reset
CRO Programme Reset & Commercial Realignment
The Royal Mint
Paused all live A/B testing, audited the full CRO programme and introduced RICE scoring. Rebuilt the experimentation backlog around commercial outcomes.
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Paid Social
8,000
8K Email Subscribers at 49p Cost Per Lead
Harrier Trail Running
Full-funnel Facebook & Instagram campaigns. Total spend £6,199 generated £34,293 revenue (5.53x ROAS). 7,724 new email subscribers at £0.81 CPL — 46% below benchmark.
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Conversion Rate
+70%
70% Conversion Rate Increase Over 12 Months
JD Williams
Systematic UX review, checkout optimisation and product page improvements delivered a sustained 70% improvement in conversion rate over 12 months.
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Digital Reset
+25%
Digital Reset Drives 25% Revenue Growth YOY
Just You & Travelsphere
Structured digital reset across two travel brands — Google PMAX, UX/CRO improvements, lead generation and a rebuilt product roadmap. Delivered +25% ecommerce growth.
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Social Proof
What Clients Say
★★★★★
"
Dominic is a seriously strong eCommerce lead. Clear thinker, high standards, and relentless about the customer experience. I'd recommend him to any brand that wants proper Digital Leadership."
SM
Sami MahdiFounder · WeFlare
★★★★★
"
I've had the pleasure to work with Dom for a number of years. Always impressed with his energy and attention to detail, Dom transforms complex situations into clear strategies to deliver performance for businesses."
IL
Ian LloydManaging Director · IDHL
★★★★★
"
Dominic brought both an insightful perspective along with energy to deliver it — a great combination. He will help get under the skin of what's working and what's not, along with the priorities."
MW
Mark WootonCommercial Director · Notcutts
The Growth Ledger
20 Years of Ecommerce
Thinking Out Loud
The Growth Ledger is where I share honest thinking on ecommerce strategy, growth tactics, and what actually works — built from two decades of real engagements across DTC, B2B and retail. No fluff, no theory.
Ready to Start Growing?
The first conversation is always free. No pitch — just a clear picture of where your business is and what I'd focus on first.
No long contracts · Flexible engagement · Results-focused