Founder & Business Owner at Lysco Ltd (2024-06 – Present)
- Bootstrapped an automated ecommerce business to £200k organic annual revenue at ~40% gross margin.
- Built proprietary agentic automation system covering ideation, image generation, listing creation and API-based deployment across Amazon, Etsy and Shopify.
- System autonomously created 200k+ multichannel SKUs responsible for ~90% of company revenue.
- Adapted workflow into a cloud-based keyword-to-product engine licensed to a US entrepreneur for $3.5k/month.
- Achieved #1 organic Google SERPs ahead of Wikipedia for multiple high-volume search terms.
- Developed proprietary IP compliance tooling cross-referencing UK and US trademark and copyright datasets.
Head of Growth at Digital Beauty Group, LLC (2023-05 – 2025-07)
- Led organic growth for an Inc. 5000 fastest-growing company, increasing traffic 5x within 12 months.
- Used agentic workflows to drive over $10k/month incremental organic revenue through SEO and conversion optimisation.
- Created retail pitch decks that secured placement in Ulta and Nordstrom for 3 brands now generating 6-figure monthly revenue.
- Led launch and growth of a new DTC skincare brand (hylunaric.com) via a unique A9 traffic capture strategy.
- Built proprietary scraping workflows aggregating high-opportunity keyword data at scale.
Strategy Lead at Brand Dot Digital (2019-11 – 2023-05)
- Owned greenfield business development strategy for a startup Amazon agency, growing client base to 150 ecommerce brands.
- Implemented telesales outreach that generated demand beyond capacity.
- Led Amazon optimisation strategy across PPC, SEO, CRO, A+ content, Storefronts and Vendor Central.
- Reduced aggregate Amazon ACoS from 39% to 18% while increasing sales throughput.
- Presented ecommerce strategy at Modev VOICE and Seller Sessions.
Ecommerce Business Owner at Self-Employed (2016-06 – 2019-11)
- Built and operated a profitable multichannel ecommerce business in decor and apparel generating up to £3k monthly net profit.
- Developed hands-on expertise across SEO, branding, analytics, CRO, copywriting and paid acquisition.
Junior Accountant at Albert Goodman LLP & Stewart & Co LLP (2013-09 – 2016-05)
- Worked in accountancy for 3 years, becoming AAT-qualified before transitioning into frontline ecommerce.
