Initially brought in to lead content development, focusing on strengthening product storytelling and improving how the brand presented itself online. This work laid the foundation for a broader role across ecommerce.

Progressed into managing the ecommerce channel, supporting day-to-day trading performance and helping shape the digital growth strategy. Worked closely with internal teams and external partners to ensure the site delivered commercially, not just visually.

Played a key role in overseeing a platform migration, helping coordinate the transition while maintaining performance and minimising disruption. This involved aligning stakeholders across technical, marketing and commercial teams, ensuring the new platform supported both brand and trading objectives.

The focus throughout was on growth — improving how content, product and user experience came together to drive revenue, not just traffic.