Interim and Fractional Ecommerce Leadership for DTC and B2B ECommerce Brands

cro reset delivered from working with team to re-align commercial focus

The Royal Mint is the official producer of UK coinage and one of the world’s oldest and most respected mints, combining more than 1,100 years of heritage with modern manufacturing and ecommerce.
 
Alongside supplying national coinage, the organisation operates a growing direct-to-consumer ecommerce business spanning collectibles, commemorative coins, and precious metals, serving both enthusiasts and investors.
 
Despite strong brand equity and clear digital ambition, ecommerce performance was constrained by structural and operational challenges. The ecommerce function operated largely in isolation from commercial trading, limiting alignment with revenue, margin, and trading priorities.
 
At the same time, the CRO programme had stalled — experimentation lacked prioritisation, tests were often poorly implemented, and there was no consistent framework to evaluate commercial impact, resulting in activity-driven optimisation with little measurable contribution to growth.
Recognising the need for a reset, I paused all live A/B testing to conduct a full audit of the CRO programme, reviewing tooling, processes, experiment quality, and decision-making frameworks. This created space to diagnose the underlying issues rather than continuing ineffective testing, while also establishing clearer accountability for experimentation outcomes.

 

I introduced a structured prioritisation model using RICE scoring (Reach, Impact, Confidence, Effort) to ensure experiments were evaluated against commercial potential.
 
Working closely with the CRO Manager, we rebuilt the experimentation backlog around clear business outcomes such as conversion uplift, average order value, and funnel efficiency, while strengthening collaboration with ecommerce trading and development teams to ensure experiments were both commercially relevant and technically robust.
  • The CRO programme was transformed from a fragmented testing function into a structured, commercially aligned experimentation framework. Prioritisation improved significantly, ensuring resources were focused on initiatives with the highest potential revenue impact rather than incremental or low-value optimisations.
  •  
    Stronger collaboration between ecommerce, trading, and development teams improved the quality and speed of experiment implementation, while successful tests were more quickly rolled out into permanent site improvements.
  •  
  • As a result, CRO became embedded within the broader ecommerce strategy, supporting data-driven decision-making and establishing a repeatable model for sustainable digital growth at The Royal Mint.