POWER TOOL WORLD
Fractional E-Commerce Director
Powertool World is a leading UK independent e-commerce powerhouse specializing in professional-grade tools and accessories. Following a period of rapid growth, I was brought in to professionalise the digital operation and support the founders, the new Managing Director, and the Senior Leadership Team (SLT) in scaling the business toward its next revenue milestones.
Key Strategic Impact & Growth Metrics
I joined the business during a critical leadership transition in October. My primary objective was to stabilize the e-commerce function and maximise the peak trading window.
Q4 Performance: Delivered significant YoY growth across the quarter through optimised channel management and inventory alignment.
Black Friday Success: Orchestrated a record-breaking Black Friday period, achieving 25% growth compared to the previous year by refining the promotional strategy and platform stability.
Strategic Evolution (2025 – Present)
With the successful recruitment of a Head of Sales & Marketing and Head of E-Comm & Systems, my role has evolved from tactical stabilisation to strategic directorship and high-level mentoring. I now lead the long-term digital roadmap, ensuring the technical and commercial infrastructure is "future-proofed."
Core Responsibilities & Delivered Projects
Leadership & Digital Transformation
- Operational Continuity: Managed the end-to-end handover from the previous management, securing all marketing channels, critical integrations, and third-party relationships.
- Strategic Mentoring: Actively mentoring the newly formed management team to foster an "ROI-first" culture within the marketing and merchandising departments.
Customer Experience & Tech Stack Optimization
- AI Integration: Led the implementation of Nosto (AI Customer Experience Platform) to personalise the user journey and increase Average Order Value (AOV).
- Conversion Rate Optimization (CRO): Deployed advanced heat-mapping and user-recording solutions to identify friction points, resulting in a streamlined website experience.
- Magento Roadmap: Managing the 2026 development roadmap, including the delivery of improved search functionality, gift vouchers, and enhanced UX features.
Commercial Expansion & Innovation
- New Revenue Streams: Conducting comprehensive reviews of Marketplace and Drop Ship Vendor (DSV) opportunities to diversify the commercial model.
- Fintech & Payments: Auditing payment providers to implement modern B2C and B2B Buy Now Pay Later (BNPL) solutions, increasing accessibility for both consumer and trade professionals.
- Agency Governance: leading the selection and integration of specialist partners to ensure maximum efficiency from the marketing budget.
WTTB
E-Commerce Director
WTTB (Where The Trade Buys) is a leading UK print provider aiming to double its annual turnover. With a diverse client base - including trade resellers, corporate entities, and direct consumers - the business required a sophisticated, high-performance e-commerce ecosystem. I joined as E-Commerce Director to lead the brand through a total digital transformation and performance marketing overhaul.
Strategic Impact: Digital Re-platforming & Modernisation
My tenure focused on replacing legacy constraints with a world-class, "headless" technology stack, shifting the business toward a data-driven, customer-centric model.
Core Responsibilities & Strategic Delivery
Technology & Infrastructure Architecture
- Next-Gen Tech Stack: Part of the senior team involved in the launch of a new website utilizing a market-leading "Composable Commerce" stack, integrating Contentful (CMS), commercetools (Commerce), Klaviyo (Marketing), Zendesk (Service), and Stripe/Sage (Fintech).
- Domain Migration: Managed the agency transition from wherethetradebuys.co.uk to WTTB.co.uk, preserving SEO equity while strengthening brand identity.
- Loyalty & Data Strategy: Implemented a new loyalty ecosystem on the Talon.One platform and defined the requirements for a Customer Data Platform (CDP) to unify cross-system intelligence.
Commercial Growth & Financial Modelling
- Revenue Optimisation: Support the board in all aspects of e-commerce profitability, tracking critical KPIs including Revenue, ROAS, CPA, and Lifetime Value (LTV) to ensure incremental growth.
- Budgeting & Modeling: Developed comprehensive budget models for agency spend, media, and internal resources, aligning investments with the target of 100% turnover growth.
- Strategic Partnerships: Conducted a full audit of agency relationships, selecting and managing new partners to maximize performance against tight business objectives.
High-Value Client & Board Leadership
- Key Account Management: Directly managed "Platinum Tier" accounts, ensuring bespoke service delivery for the brand's most significant revenue contributors.
- Executive Advisory: Acted as a core advisor to the board, translating complex e-commerce metrics into actionable commercial insights to drive board-level decision-making.
Key Results Focus
- Scalability: Replaced an aging infrastructure with a stack optimized for rapid and resilient expansion.
- Performance: Established a data-driven culture that prioritizes ROAS and incremental revenue as the primary measures of success.
