About Me
Senior digital marketing strategist and e-commerce expert with more than 10 years of experience managing e-commerce, customer service, and web accounts. Adept at developing marketing strategies, websites, and sales processes to support hundreds of thousands of products and millions of orders per year. Strengths in site setup, international retail operations, and business growth. Consistent track record of sales increases, cost efficiency, and effective use of data. Demonstrated ability to design and implement new services and platforms.
Integrated Digital Marketing & Communications · Strategic Planning · Website Management
Data Management · Customer Relationship Management (CRM) Systems · Procurement & Purchasing
Search Engine Optimisation (SEO) · Social Media · Affiliate Marketing · Revenue Growth · P&L Management
Tender Negotiation · Fulfilment · Customer Acquisition · Team Leadership · Supplier Management
My Links
Indium Web Management
A Great Web Management Service
Career History
Head of E-Commerce at NHS SUPPLY CHAIN / DHL, Nottingham
NHS SUPPLY CHAIN / DHL, Nottingham • 2011-2012
Provider of healthcare products and supply chain services to the National Health Service, with single-point access to more than 600,000 products. Processes over 4 million orders annually for 120,000+ order points.
Head of E-Commerce
As director for the organisation’s online presence, led 4 direct and 18 indirect reports across ordering systems, social media, and digital marketing. Established the company’s digital roadmap and e-commerce strategy to guide activities. Maintained an integrated e-commerce site for 600,000+ items and reported regularly to management on site statistics. Managed a £1.2 million departmental budget and online sales in excess of £2 billion. Oversaw production of a 2000-page direct mail catalogue. Collaborated extensively with Customer Service and IT teams on process development and improvement, the Marketing Department on messaging and image, and the Department of Health around NHS systems development and brand guidelines. Approved business cases, product descriptions, and ad copy. Managed the CRM system. Procured and managed suppliers.
• Consolidated and coordinated orders from 600+ suppliers to eliminate 40 direct deliveries per day, leading to significant time and cost savings as well as increased efficiency.
• Grew online sales 20% through a £1 million platform redesign, surpassing the original 10% estimate and winning the Innovative Idea of the Year Award.
• Integrated web analytics, e-marketing, social monitoring, and CRM platforms to provide a complete picture of user behaviour and site performance. Conducted A/B and multivariate testing.
• Increased site traffic 45% in 12 months.
• Saved 10% against annual budget projections.
• Generated a 4% increase in email conversion.
• Reduced catalogue spending by £200,000 and waste by 20,000 copies per year.
Head of E-Commerce at BRITISH BOOKSHOPS / WH SMITH
BRITISH BOOKSHOPS / WH SMITH, Brighton • 2009-2011
Seller of books, stationery, and related items with 51 stores and an e-commerce website; £20 million in turnover from online and bricks-and-mortar sales.
Head of E-Commerce
Managed an online sales budget of £850,000 for 3 million products across the company website and store kiosks, as well as presence on Amazon, eBay, and Next. Led a team of 5 direct and 7 indirect reports. Identified and managed suppliers, and interfaced directly with warehouses on fulfilment. Partnered with the Marketing Department to achieve consistent and effective messaging. Created an integrated advertising calendar and aligned sales strategy with buying. Worked closely with buyers to ensure product availability. Managed supplier product and digital download feeds. Developed website technical specifications. Created budgets and forecasts. Cultivated affiliate relationships to achieve top placement on websites.
• Secured a partnership to provide the white label book site for Next.co.uk and increased sales 10% by launching the site in only 6 weeks to capture the Christmas sales boom. Integrated the content management systems, payment portals, and databases, as well as coordinating with warehouses and drop-shippers to ensure order accuracy.
• Boosted sales conversion by 2% with the introduction of in-store kiosks.
• Established a 24/7 call centre to provide customer service for both Next and British Bookshops customers.
• Trimmed department costs by 8%.
• Named 2010 Employee of the Year
Head of E-Commerce at IRREGULAR CHOICE
IRREGULAR CHOICE, Brighton • 2008-2009
Footwear retailer known for creativity, imagination, and originality; £28 million in turnover from online and brick-and-mortar stores in the London, New York, Hong Kong, and other major markets.
Head of E-Commerce
Built both the US and UK e-commerce websites from start to finish, as well as creating the company’s social media presence and an eBay outlet. Contracted a web design firm to create a content management system with the functionality to support 2 countries, 2 sizing conventions, 2 payment portals, and dispatch locations across multiple continents. Created a compliant data protection system that limited cross-country information sharing to only order numbers and no personally identifiable details. Developed a dual marketing strategy to address US and UK holidays and culturally tailored messaging. Also created affiliate and digital marketing strategies. Set up an in-house photo studio for web and PR photography. Negotiated with US and UK couriers. Managed 8 direct reports.
• Launched 2 major web sales portals for the company and delivered £400,000+ in sales in the first month.
• Grew the customer base from 0 to 80,000 in 4 months, in large part through a campaign offering 15% off the first online order, advertised through social media, in stores, and in every box of Irregular Choice shoes.
• Achieved and sustained a 3.5% site sales conversion rate.
• Increased sales 5% by adding the website URL to all shoeboxes, creating no-cost in-store advertising.
• Won the Interactive Media Awards Outstanding Achievement Award for usability and design in the fashion category.
Head of Buying & E-Commerce at CLOGGS
CLOGGS, Birmingham • 2006-2008
International online footwear retailer offering 100 different brands of shoes.
Head of Buying & E-Commerce
Managed online sales of £17 million and a £5 million buying budget, with a team of 15 including 7 direct reports. Developed online marketing campaigns and discount offers within a cohesive e-marketing strategy. Sourced new footwear and fashions for online and store sales. Negotiated and managed relationships with suppliers to secure competitive pricing and terms. Drove customer service and retention marketing. Oversaw warehouse operations and courier performance in the UK and across Europe. Managed search engine optimisation (SEO), pay-per-click (PPC), and affiliate campaigns to drive sales growth. Interfaced weekly with managing directors to discuss sales performance, strategic recommendations, and market opportunities.
• Developed and launched a new French-language site that achieved 10% YOY sales growth. Created relationships with French-speaking web customer service providers, translated product and marketing materials, managed French SEO and PPC, and attracted French affiliates to drive sales.
• Spearheaded the kickoff of a German-language site on the basis of success of the French site.
• Delivered 4% conversion, as well as an 85% sell-through rate on full-price products.
• Initiated a relationship with Amazon to become one of their first official footwear partners.
• Built relationships with major brands including Dr. Martens, Crocs, Timberland, UGG, FitFlop, and others, which accounted for 60% of online sales.
• Implemented an in-store kiosk that increased sales and boosted customer satisfaction by enabling customers to order online while shopping in the store.
• Named Management Employee of the Year 2008.
Education and Qualifications
FORMAL EDUCATION
Bachelor of Arts in Business Studies (Hons)
Bournemouth University – Poole, United Kingdom
SELECTED ADDITIONAL TRAINING
Data Management
Advanced Search Engine Optimisation
Complete Digital Marketing
Change Management
Digital Copywriting & Usability
PROFESSIONAL AFFILIATIONS
Fellow, Institute of Leadership Management (ILM)
Member, Institute of Direct & Digital Marketing (IDM)
Affiliate, Chartered Institute of Marketing (CIM)
TECHNICAL SKILLS
General Software: Microsoft Office (Word, Excel, PowerPoint, Outlook) for PC & Mac
Content Management: Venda, Fresca, Drupal, Sitecore
Customer Relationship Management: Oracle CRM
Web Analytics: Google Analytics, Web Trends Analysis
Affiliate Programs: Affiliate Window, Linkshare, Commission Junction
E-mail: eCircle, emarsys, DotMailer
Blog posts by Lee Carpenter-Johnson
