JAMES
DEXTER
Hi I'm James, an experienced Digital professional with significant experience developing and delivering Digital Products and Experiences.Customer experience focussed, with the ability to work hand-in-glove with UX and engineering teams.10+ years Digital experience / Digital Product Professional / Agile experience (Scrum/Kanban) / CX focused / eCom / Large budget (£M) management / C-Suite stakeholder management / Experienced line/team manager.
EXPERIENCE
Delivering First-Class Digital Products and Experiences
ROLE: PRINCIPLE PRODUCT MANAGER
ORG: JAGUAR LAND ROVER | JAN 23'- PRESENT
Key Responsibilities:
• Responsible for Strategic Vision and Delivery of Omnichannel eCommerce experiences across vehicles, subscription services and accessory products.
• Leading teams to drive headless deployment approach, adopting best-practice agile development approach.
• Working with UX/UI and development teams to design New Jaguar Digital experiences, assessing for feasibility, viability and effort.
• Curation and management of Product Roadmaps.
ROLE: DIGITAL PRODUCT MANAGR
ORG: ENGLAND & WALES CRICKET BOARD | SEPT '21 - DEC '22
Key Responsibilities:
• Product Manager responsible for multiple high-traffic consumer applications such as websites and apps, along with Okta Single-Sign on and marketing tools (onsite personalisation).
• Managed migration of circa 1m users across 10+ applications onto SSO.
• Managed 1 billion pageview per annum Play-Cricket estate. 100k+ users.
• Delivered product enhancements that drove user registration conversion by 18%.
• Experienced in end-to-end native (iOS/Android) app development and management (versioning, SDKs, analytics tools etc), with a strong understanding of the role apps play in the consumer Digital experience.
• Used various forms of feedback (analytics tools, app reviews, internal stakeholders) to build and manage development backlogs/roadmaps.
• Created business case for and delivered cross-application digital advertising tool - increasing revenue (ticket/merchandise) by 26% YTD.
ROLE: DIGITAL PRODUCT MANAGER - DIGITAL RETAIL
ORG: MODIX/COX AUTOMOTIVE ($7bn automotive services market leader inc AutoTrader.com, Manheim, Dealer.com, Modix) | FEB '21 - SEPT '21
Key Responsibilities:
Working with Engineering, UX and GTM teams to:
• Define Product strategy for vehicle eCommerce.
• Managed development and delivery of headless model consumer websites.
• Define and mange the Product roadmap.
• Delivered new Volvo used vehicle platform in several key markets.
ROLE: DIGITAL MANAGER / PRODUCT OWNER
ORG: JAGUAR LAND ROVER | NOV '15 - MAR '21
Key Responsibilities:
• Digital lead for Jaguar/Landrover.co.uk & affiliate platforms including time spent as acting National Digital Manager and Product Owner/Manager for UK Scrum teams
• Backlog and Roadmap management/ownership, focusing on value and user/customer insight.
• Holistic platform owner across core UK properties such as DX, Used Car and Compare websites.
• Responsible for UK vehicle launch & campaign content management - review and delivery of Model Year updates and campaigns and then moving onto managing reports deliver these programmes.
• Agile Product Owner and CRO team management on a day-to-day basis, continually developing, deploying and testing web enhancements of varying scale across JLR UK properties.
• Worked directly with mutli-disciplinary teams from UX/UI, Dev, Strategy, Architects, Content authors
• Requirement briefing and analysis experience as part of PO role closely working with Business Analysts/Solutions Architects - user story mapping, value scoping.
• Performance lead for JLR UK across Product, SEO, platform (i.e. speed).
• Significant agency management (15+) including large Global technology/ad groups - Edit. Connect ITG, Mindshare. Dentsu, G-Forces. KeeResources. EMO etc
• Objective setting and review delivery for direct reports.
• Management of multi-£m budgets, PO management, forecasting, agency SoW...
- End-to-end delivery of value-add development projects such as range calculator, feedback widget, onsite personalisation, finance integration etc.
Long-Tail Experience & Education
'Long Tail' experience:Dec '11-May '24 Cogent Elliott - Digital Account Manager
Dec '09-Dec '11 ECB - Membership Lead
Dec '07-Aug '09 Goodform - Membership Manager
May-Sept '06 Codemasters - Game Researcher: LMA Manager 2007
PSPO Product Owner via Scrum.org
Keele University ('03-'06)
2003-6 American Studies & Visual Design, 2nd Class honours
King Edward VI Grammar School, Stratford-upon-Avon ('96-'03)
1996 - 2003 10+ GCSE's, 4 A-Level's including English & Art
"Top 10 State school nationally"
Insight-led approach to Product Development
via Quantitative/Analytical tools: (providers)
Google Analytics & Firebase for apps (Google)
IBM Metrics suite (Coremetrics/Acoustic)
Rich-data (Tableau)
Bridge (apps)
Heat/Scroll mapping (CrazyEgg)
Session recording (IBM tealeaf)
A/B / multi-variant testing (ABTasty)
Competitor landscape reports (Sophus3)
In-car telemetary (JLR)
via Qualitative Analytical tools:
Onsite survey (Psyma)
Onsite feedback widget tool (own build)
Live chat transcripts (Sitel)
User testing via focus groups (Maze)
PERSONAL PROJECTS
Personal projects and achievements have complimented my professional career and provided an opportunity to 'scratch an itch' and learn new things.
Golf habit tracking app design and development exploration with no-code tools. Exploring development opportunities."Dial in like the pros. Improve consistency and lower scores with repeatable swings and habit creation."• Figma full UX design
• App development understanding
FE/BE/databases
• App psychology research
usermove.com
usermove is the brand under which I invest / trade domain names - 'Digital Real Estate'. Significant learning curve understanding domain lifecycle, valuation methods, wholesale vs retail channels etc. 7pm each night domains expire, providing an opportunity to acquire undervalued assets. Some significant ROI with sales such as;
$10 -> $1,000
$10 -> $2,100
etc• Domain research & valuation
• Developed domain valuation formula: 'The uMethod'
• Registrar and industry tool learning
• 2,000 Domain Industry X followers from scratch
• Types of domains: Geo, brandables, keyword
Fiveaside®
End-to-end creative and product launch of an 8-bit inspired football game. Crowdfunding certainly isn't a case of 'build it and they will come', many hours spent working the socials, appearing on podcasts and engaging in forums. Successfully funded and the real product is in 10+ countries around the World.• Crowdfunding
• Holistic digital marketing
• Photoshop
• Trademark registration
• Minted an NFT based off the artwork
CarHorn
Designed and built an automotive themed entertainment newsletter. Primarily to trial emerging platforms such as Ghost and Beehiiv and to explore the freemium model.
LIFE
Anything else?
I'm 15 minutes older than my brother - twins with a palendrome birthday
I've been referenced on a UK No 1. song - Tinie Tempah 'Pass Out'
I've played cricket with England International players
I qualified as a full Level 3 Personal Trainer
I've witnessed a pro tournament hole-in-one
I've got a Royal Warrant on my wall - my Grandfather's London tailors served the Royal Family
I've Interrailed around Europe
I went to the same school as William Shakespeare
I ran the Silverstone race track 10k race for fun < 1 hour
I worked on LMA Manager 2007 game whilst at Codemasters