I’ve spent over 20 years working in eCommerce, building my career in London across brands including New Look, Karen Millen and The Very Group.
My focus has always been digital trading, understanding the numbers behind performance, planning revenue and making commercial decisions that actually drive growth.
After a decade in London, I moved back to my hometown of Liverpool with my partner and children.
Following redundancy, I decided to go freelance, not just for flexibility, but to return to the part of eCommerce I’ve always enjoyed most. Working closely with founders.
I wanted to step away from large, complex organisations and instead support growing brands where I could have a direct impact.
Most eCommerce brands don’t struggle because they lack ideas; they struggle because they lack structure.
They’re running campaigns, investing in marketing and driving traffic — but without a clear plan behind it.
My approach is simple.
Everything comes back to your numbers.
Traffic → Conversion → AOV → Revenue
I start by understanding where you are now, what your performance actually looks like, what’s driving your revenue and where the gaps are. Then we build from there.
"If you don’t understand your numbers, you can’t scale your business."
- Jenna Medcalf
