Interactive CV

Product Manager with end-to-end ownership of roadmap, delivery and optimisation across a multi-brand ecommerce platform. Led a full rebuild and ongoing development, improving conversion, enabling faster brand launches and introducing structured experimentation. Experienced working with engineers, design and senior stakeholders to prioritise work, define requirements and deliver measurable improvements.

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Capabilities

Skills Profile

Product Strategy & Roadmap

Defined and owned product roadmap aligned to commercial objectives, balancing short-term performance with longer-term platform development. Set direction through clear problem framing, measurable outcomes (KPIs/OKRs) and impact-led prioritisation.

Agile Delivery & Backlog Ownership

Owned and managed product backlogs across both Scrum and Kanban teams, writing user stories, refining requirements and preparing work for development. Led sprint ceremonies, aligned engineers and stakeholders, and maintained delivery momentum across both customer-facing and API-driven platform work.

Product Discovery & Requirements

Led discovery with stakeholders across senior leadership, marketing and operations to shape product direction and define clear requirements. Translated business needs into user stories and acceptance criteria, ensuring development work addressed real problems and outcomes were evaluated post-release.

Experimentation & Data-Informed Decisions

Used funnel analysis and A/B testing to improve key parts of the customer journey, from product search through to checkout. Defined hypotheses and success measures, supported implementation with engineers, and used GA4 and Looker Studio to evaluate performance and inform roadmap decisions.

Career

Employment History

Most recent

Travel Connect

Ecommerce Product ManagerAug 2022 – Apr 2026

Owned product roadmap, backlog and delivery for a scalable multi-brand ecommerce platform, working across both customer-facing websites and an internal booking system. Defined priorities, structured and maintained the backlog, and worked closely with engineers to take features from discovery through to release. Led delivery across both Scrum (ecommerce) and Kanban (booking platform) teams, running sprint ceremonies, refining user stories in Jira and documenting requirements and releases in Confluence.

Checkout conversion +43% (5.1% → 7.4%)Payment-step progression +20% (8.9% → 10.8%)Product views +26% (search redesign)Search-to-tour progression +20%Qualified enquiries +42% (3 months)
  • Defined hypotheses, success criteria and A/B tests in Statsig, including a homepage search redesign that increased product views by 26% and search-to-tour progression by 20%.
  • Reduced checkout friction by removing unnecessary fields, improving payment-step progression and purchase conversion over 30 days.
  • Introduced a product page enquiry form after identifying missed user intent, increasing qualified inbound enquiries by 42% over three months.
  • Owned release planning and coordination across engineering, QA and business teams, ensuring features were production-ready and aligned with commercial priorities.
  • Set product direction by aligning roadmap priorities with commercial performance, focusing on areas such as SEO, product discovery and checkout optimisation based on evolving business needs.
  • Ran discovery with marketing, sales and senior leadership, using user feedback, behavioural data and competitor analysis to shape features and rule out low-value ideas.
  • Balanced stakeholder priorities across commercial, technical and operational teams, making trade-offs where requirements conflicted or delivery constraints emerged.
  • Scoped and prioritised work using behavioural data, stakeholder insight and ecommerce best practice, validating decisions through experimentation.
  • Managed dependencies across frontend, internal booking platform and third-party APIs, ensuring accurate data flow for pricing, availability and booking functionality.
  • Took ownership of delivery for a booking platform team (6 engineers), leading itinerary builder development, API integrations and backlog structure.
  • Improved delivery clarity by maintaining well-defined, prioritised backlogs, reducing ambiguity and supporting consistent delivery across teams.
  • Managed production issues and bug triage across platforms, balancing stability fixes against roadmap priorities to maintain delivery momentum.
  • Defined funnel tracking across key journeys in GA4, building Looker Studio dashboards to analyse drop-offs, prioritise improvements and monitor the impact of updates.
  • Defined hypotheses, success criteria and implementation for A/B tests in Statsig, including a homepage search redesign that increased product views by 26% and search-to-tour progression by 20%.
  • Reduced checkout friction by removing unnecessary fields, improving payment-step progression from 8.9% to 10.8% (+20%) and increasing purchase conversion from 5.1% to 7.4% (+43%) over 30 days.
  • Introduced a product page enquiry form after identifying missed user intent, increasing qualified inbound enquiries by 42% over three months.
  • Led a rapid website reskin for Nordic Visitor, translating brand guidelines into reusable components and delivering within two months, delaying the need for a full rebuild.

Previously

The&Partnership

Digital Project ManagerAug 2020 – Aug 2022
Senior Account ExecutiveJul 2019 – Aug 2020

Delivered digital platform and campaign projects for NatWest Group brands within a highly regulated environment, working across design, development, media and compliance teams to ensure outputs met brand, legal and financial promotion requirements.

£150k Coutts website redesign deliveredProduction costs down c.£20kTimelines shortened by two weeks
  • Led delivery of a £150k website redesign for Coutts, aligning UX and content structure to support client acquisition while working within strict brand and regulatory constraints.
  • Led onboarding and integration of Smartly, embedding dynamic creative optimisation into campaign workflows and improving speed and consistency of delivery.
  • Identified and implemented process improvements that reduced campaign production costs by c.£20k and shortened delivery timelines by two weeks.
  • Coordinated cross-functional teams across design, development and media, managing timelines, dependencies and stakeholder expectations across multiple concurrent projects.
  • Managed delivery across multiple workstreams simultaneously, aligning outputs across creative, production and media teams to meet campaign and platform deadlines.
  • Maintained delivery momentum in a regulated environment, ensuring outputs passed through brand, legal and compliance checks without blocking timelines.
  • Coordinated resource and priorities across internal teams and external partners, keeping projects moving despite shifting requirements or constraints.
  • Scoped digital projects and contributed to business cases, translating client requirements into structured delivery plans and technical briefs.
  • Worked with clients and internal teams to refine requirements and resolve conflicting priorities, ensuring work remained aligned to commercial and regulatory constraints.
  • Ran workshops and stakeholder sessions to define scope, clarify objectives and translate loosely defined briefs into actionable work.
  • Produced structured briefs and delivery artefacts that enabled design and development teams to progress work without ambiguity.
  • Balanced input from multiple stakeholders, aligning brand, legal and product requirements into a coherent direction for delivery.
  • Worked with data and marketing teams to define A/B testing approaches for landing pages, supporting optimisation of conversion performance across campaigns.
  • Managed stakeholder communication and reporting across internal teams and client partners, ensuring alignment throughout project delivery.
  • Led onboarding and rollout of Smartly, embedding it into campaign workflows and shifting teams away from manual production processes.
  • Redefined campaign production workflows to better align with platform capabilities, reducing duplication and improving consistency of outputs.
  • Identified inefficiencies in existing processes and introduced more structured ways of working, contributing to reduced production costs and shorter delivery timelines.

Research

Ulster University

PhD — Social Media Marketing & Strategic Value Co-creationOct 2015 – Oct 2018

Designed and led an applied 3-year research programme focused on how organisations generate revenue through digital audience engagement.

30+ interviews & focus groupsExternal grant funding secured
  • Defined research scope, methodology and strategic objectives independently, framing a complex, ambiguous problem into a structured programme of work.
  • Led end-to-end delivery from proposal through to completion, managing timelines, milestones and stakeholder input.
  • Synthesised findings into a structured strategic framework to support decision-making around digital engagement and revenue generation.
  • Conducted 30+ interviews and focus groups; analysed qualitative and quantitative data to identify patterns in behaviour and value creation.
  • Translated research outputs into practical recommendations, linking audience behaviour to commercial opportunities for stakeholders.
  • Secured external grant funding and presented findings to academic and government stakeholders.
  • Designed and executed a full research programme end-to-end, from defining the problem through to data collection, analysis and final outputs.
  • Synthesised large volumes of qualitative and quantitative data into clear findings that could be communicated across different audiences.
  • Defined research scope, methodology and strategic objectives independently, framing a complex, ambiguous problem into a structured programme of work.
  • Broke down a broad research topic into a clear aim and supporting objectives, creating a logical structure for execution.
  • Selected and applied appropriate research methods, ensuring the approach aligned with the problem being investigated.
  • Used iterative analysis to refine direction, adjusting the approach as findings emerged rather than following a fixed plan.
  • Applied critical thinking to challenge assumptions and validate conclusions before translating them into recommendations.
  • Led end-to-end delivery from proposal through to completion, managing timelines, milestones and stakeholder input.
  • Synthesised findings into a structured strategic framework to support decision-making around digital engagement and revenue generation.
  • Planned and managed a multi-year project independently, maintaining progress without external structure or day-to-day oversight.
  • Adapted research direction in response to challenges such as access to participants or changing assumptions, maintaining momentum throughout.
  • Delivered the project ahead of schedule through consistent planning, prioritisation and execution.

Qualifications

Education & Certifications

PhD, Social Media Marketing & Value Co-Creation — Ulster University (2015–2018)
BSc Marketing (First Class Honours) — Ulster University (2011–2015)
Google Data Analytics Professional Certificate — Google (2026)

Recognition

Awards

Best Digital Marketing Student (2015)
Best Final Year Student (2015)
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