Product Vision & Strategy

- Devised and iterated Product Strategy for high-impact websites/apps
- Developed Omnichannel eCommerce Strategy

Discovery & Delivery

- Have run Discovery for numerous Products, developing MVP's, MLP's
- Experience with unmoderated/moderated usability testing
- Agile delivery lead experience, building for reliability and scale

0-1, Scale & Growth

- Growth tactics implemented to improve engagement
- Managed CRO squad
- End-to-end lifecycle management
- New-to-market Products (0-1) and continuous improvement

Leadership & Management

- Managed numerous direct reports
- Led cross-functional development squads in PO and PM capacity
- C-suite reporting
- Budget management

Insight & Performance

- Experience with many analytics tools
- Managed OKR's / business outcomes
- In-depth competitive analysis

Jan '23 - Nov '26

Senior Digital Product Manager
Jaguar Land Rover (Global)

Key Growth Areas:
Product Strategy
Omnichannel
AI systems

Role Responsibility:
Owned the Digital Product estate vision, strategy and roadmaps while leading the continuous Discovery, Delivery and Optimisation of customer-facing digital products across native apps and websites. Partnered closely with UX/UI and engineering teams, acting as the voice of both the business and the comsumer throughout product development, driving agile best practices and modern omnichannel architectures. Leveraged competitor, industry, personalisation and AI insights to inform product innovation and growth.Outcomes:
• Initiated growth tactics to grow app download rate by 28% MoM.
• Launched native apps into multiple markets, achieving above average user retention rate.
• Established user testing programme across multiple tools to capture insight.
• Delivered Brand strategy to shape the next generation website programme.
• Omnichannel eCommerce strategy development.
• Implemented Optimisation framework, including AI data analysis, to enhance web conversion by 13%.
• Managed Business Analysts, Product Managers and Digital Experience leads.
• Conducted regular industry analysis and competitor insight to drive decision making.

Sept '21 - Jan '23

Digital Product Manager
England & Wales Cricket Board

Key Growth Areas:
Single Sign-On
Cross-platform ecosystems
CLTV

Role Responsibility:
Digital Product Manager responsible for the delivery, growth, and strategic direction of multiple high-traffic digital products across native iOS and Android apps, websites, and services, including Okta Single Sign-On. Led commercial growth through data acquisition and personalisation strategies, while overseeing product roadmaps, agency partnerships, and budget management to drive business performance and customer engagement.Outcomes:
Play-Cricket estate (website + apps ecosystem)
Engagement-focused Digital home of cricket in the UK
3/4 of a billion pageviews annually.
• 20% YoY increase in users / 44% increase in sessions / 60% increase in Pageviews
• Delivered registration wall to drive user acquisition
• Driving future ecosystem strategy from an architecture and user experience PoVOkta SSO (Single Sign-On)
Supported growth to 1m+ active users across ECB Digital Estate.
• Delivered end-to-end design to deployment of Okta SSO with multiple vendors across the ECB Digital estate, covering more than 14 applications including TheHundred.com, ECB.co.uk, Play-Cricket.com +
• Optimised online registration conversion from 28% to 42%
• 5% increase in commercial communication opt-in rate as a result of A/B testingData & Personalisation (Fan Data Platform)
Using CDP, data ingest sources, CMS and orchestration rules to deliver personalisation data-driven campaigns across consumer-facing ECB products.
• Increased data-ingestion across the Digital estate to increase data-points that facilitated marketing campaigns and worked with Product and Engineering teams to increase ability to present user-facing campaigns in new ways across more applications (via SDK's).
• Developed and launched a cross-application loyalty programme from concept to multi-channel deployment, generating 26% incremental revenue (tickets, merchandise and memberships).

Jan '21 - Sept '21

Digital Product Manager - Marketplace & eCommerce
Cox Automotive

Key Growth Areas:
Single Sign-On
Cross-platform ecosystems
CLTV

Cox Automotive - World's largest auto services entity with brands consisting of Modix, Autotrader.com, Codweavers, Dealer.com - $7bn /30k+ employees.Role Responsibility:
Product Manager owning the vehicle ordering experience including integrations (payment providers, valuation tools, KYC checks etc), product data, email communications and GTM execution along with the Productisation of a new headless CMS vehicle marketplace for Volvo.Outcomes:
• Defined the Product roadmap for vehicle eCommerce.
• Led the delivery of productised marketplace solutions with a 20% reduction in time-to-market that prior product iterations.
• Increased frontend site speed resulting in an increase in user conversion to reservation.
• Led Discovery and Design thinking against the GEM model (growth, engagement, monetisation) to establish a framework of testing and prioritisation.
• Owned Live chat GTM model and deployment (LogMeIn)

April '18 - Jan '21

Digital Experience Manager
Jaguar Land Rover (UK)

Key Growth Areas:
People Management
CRO
Search
GDPR, Privacy & Compliance

Role Responsibility:
Leading a team and £m budget to manage and grow the consumer facing JLR UK Digital ecosystem across high-traffic owned websites.Outcomes:
• Owned Search and Product strategy
• Established the newly formed CRO team.
• 50% increase in engaged web users as a result of CRO and UX implementations.
• Identified and implemented a strategy to reduce cost (£150k p/a), improve SEO and user experience of 120 dealer websites by migrating them under the core websites.
• Led onsite personalisation that delivered growth of 'active' (key action) users on Jaguar from 37% to 45% and from 45% on Land Rover to 51% as a result of personal messaging, signposting, component display etc - driven from native build personalisation tool.
• CRO & growth actions resulting in 230% increase in funnel performance for Build & Order - the key actions as the Brand moved into online vehicle sales during Covid and beyond.
• Initiated generic search term strategy to capture emerging traffic for (eg 7-seat SUV, popular colours etc) resulting in 5-fold increase in organic traffic for target terms.
• Delivered updates according to GDPR introduction, including cookie tools, opt-in and privacy executions.
• Implemented multi-stage webform pilot, improving conversion rate from 11% (single page) to 30% (multi-step dynamic form).

Jul '16 - April '18

Digital Product Owner
Jaguar Land Rover (UK)

Key Growth Areas:
Agile
Scrum
UX & Engineering

Role Responsibility:
Worked in the 'three-amigo' model as part of a Scrum team as Product Owner for web and app Digital Products.
During this time I achieved my PSPO Certified Product Owner (CSPO equivalent w/exam) qualification. My role was to be the voice of the business and user within the Engineering and UX discussions, prioritising according, managing the backlog, running testing and managing stakeholder requirements throughout the development cycle.Outcomes/development examples:
Website personalisation
Vehicle range calculator
Used car website vehicle search UX
eCommerce basket enhancements
Feedback widget tool
Infotainment update tool
Quick-link bar
Content tagging and filtering
Event finder tool
Vehicle feed integrations
Automated web content driven by external database

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)

Learning- Applied AI in Marketing & eCommerce Econsultancy
- AI for Product Management Mind The Product/Google Cloud course

AI USE CASE #1 - Using AI to build a full SaaS site

Golf habit tracking AI-built SaaS. Full own branding. Real users. Target: Build a SaaS, according to own Figma designs, integrating backend/auth."Dial in like the pros. Improve consistency and lower scores with repeatable swings and habit creation."How it supplements my career/knowledge:
• LLM prompt-base development process
• AI industry
• Product Design - Full UX
• Product Strategy
• Web App development understanding
FE/BE databases, authentication, app submission
• App psychology research (sticky/onboarding etc)

Link to full LinkedIn Article:

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AI USE CASE #2 - Using AI to power features

EstimateConsulting.com

Using a domain name I already owned, I applied an AI-powered LLM (Google Gemini) to power a consulting website in order to test A.I. powered features. Based on the description of your project, it will provide a cost for your project. It can suggest required roles to complete the task - or you can select your own for costing. [short custom project for learning only]• Integrates Gemini API's to provide real-time estimates for digital project builds.
• Uses average day rates for consultant roles.
• Presents 4*+ Google Review related consultants in your area based on city inputLearning/career benefits:
• AI feature integrations

Link to full LinkedIn Article:

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See all Articles on LinkedIn:

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PSPO Product Owner via Scrum.org ('19)Advanced Product Management: Leadership & Communication | Udemy ('25)Keele University ('03-'06)
2003-6 American Studies & Visual Design, 2nd Class honours
King Edward VI Grammar School, Stratford-upon-Avon ('96-'03)
10+ GCSE's, 4 A-Level's including English & Art
"Top 10 State school nationally"
"Sunday Times State School of the Decade"

Domain Investing

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. Some significant 4-figure sales with 90x return & 4% portfolio sell-through-rate.How it supplements my career/knowledge:
• Domain research & valuation
• Developed domain valuation formula: 'The uMethod'
• Registrar and industry tool learning
• 2,000 Domain Industry X followers from scratch
• Included in 'Top 300 domainers of interest' list
• 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.How it supplements my career/knowledge:
• Crowdfunding
• Holistic digital marketing
• Product cost / ROI
• Trademark registration
• Minted an NFT based off the artwork