I believe great ecommerce brands are built on great experiences.

MY PHILOSOPHY

my vision

For most ecommerce brands, the hardest part of growth isn't getting people to the site — it's what happens when they arrive. The website that doesn't quite convert. The app that's been left behind. The marketplace listings nobody owns. The personalisation roadmap that never got built. That's the work I find most interesting, and the work I've spent my career doing.


It's the work between the click and the customer becoming valuable that I find most interesting. Not just whether someone converts, but what they put in the basket, what they come back for, and what makes them spend more next time.


I started And Newton to do that work for ambitious ecommerce brands directly — bringing the senior expertise of an in-house lead, in the engagement shape that fits. As a consultant on defined projects, or as a fractional digital experience lead embedded in your team.

My Approach

My approach is rooted in a simple, powerful idea: always think like the customer.

Explore my services

Explore my services

My Guiding Principles

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Partnership Over Vending

I embed myself in your team as a strategic partner, not a task-based vendor. I'm laser-focused on understanding your company's unique goals, challenges, and aspirations from day one. Your objectives become my objective and my sole purpose is to come in and make a tangible, positive impact on your business.

My Guiding Principles

0

0

0

1

2

3

Partnership Over Vending

I embed myself in your team as a strategic partner, not a task-based vendor. I'm laser-focused on understanding your company's unique goals, challenges, and aspirations from day one. Your objectives become my objective and my sole purpose is to come in and make a tangible, positive impact on your business.

Brands I've worked witH

BT

EE

Lakeland

Zoflora

WIllPowders

In The Style

Sectors

Sports & Fitness

Home Goods

Gaming

Health & Wellness

Fashion

Technology

Find the right way to work together

Ways to Work

Find the right way to work together

Ways to Work

Find the right way to work together

Ways to Work

FAQ’s

What kind of ecommerce brands do you typically work with?

I work with ambitious ecommerce brands across retail, fashion, home and wellness - from founder-led D2C brands scaling toward 8 figures, to established multi-brand retailers with mature digital functions. The common thread is brands that take their digital experience seriously, want senior expertise on conversion and basket-building, and want to make every visitor work harder.

What kind of D2C brands do you typically work with?

I partner with ambitious D2C founders at every stage of their journey. Whether you're an early-stage startup looking to build a foundational growth strategy from the ground up or an established brand facing the complex challenges of scaling, my approach is tailored to your specific needs. My system is most impactful for founders who are serious about building a lasting, customer-focused business, regardless of their current size.

What kind of D2C brands do you typically work with?

I partner with ambitious D2C founders at every stage of their journey. Whether you're an early-stage startup looking to build a foundational growth strategy from the ground up or an established brand facing the complex challenges of scaling, my approach is tailored to your specific needs. My system is most impactful for founders who are serious about building a lasting, customer-focused business, regardless of their current size.

How are you different from a digital agency?

When you work with me, you get me - a senior operator with a career in-house, hands-on across the digital experience. No junior account managers, no layered overhead, no separation between the people thinking and the people doing. That means a more direct, accountable relationship and work that's grounded in how ecommerce businesses actually run.

How are you different from a digital agency?

When you work with me, you get me - a senior operator with a career in-house, hands-on across the digital experience. No junior account managers, no layered overhead, no separation between the people thinking and the people doing. That means a more direct, accountable relationship and work that's grounded in how ecommerce businesses actually run.

What does the onboarding process look like?

Onboarding starts with a deep-dive into your customer, your data and your current digital experience - site, app, marketplace, analytics, the lot. From there, I build a focused roadmap covering the changes that will move the needle most, sequenced and ready to ship. Most partnerships have a clear plan within the first two to three weeks.

What does the onboarding process look like?

Onboarding starts with a deep-dive into your customer, your data and your current digital experience - site, app, marketplace, analytics, the lot. From there, I build a focused roadmap covering the changes that will move the needle most, sequenced and ready to ship. Most partnerships have a clear plan within the first two to three weeks.

How do you measure success?

Against the metrics that matter to your business: conversion rate, AOV, repeat purchase rate, lifetime value, retention cohorts. The exact mix depends on the brand. You'll get clear, regular reporting tied directly to those metrics - not activity dashboards.

How do you measure success?

Against the metrics that matter to your business: conversion rate, AOV, repeat purchase rate, lifetime value, retention cohorts. The exact mix depends on the brand. You'll get clear, regular reporting tied directly to those metrics - not activity dashboards.

How quickly will I see results?

Some changes ship and move the number quickly - CRO improvements, on-site experience fixes, segmentation and personalisation logic. Others compound over time as the experience gets better across the journey. Most will show meaningful momentum within the first 60 to 90 days.

How quickly will I see results?

Some changes ship and move the number quickly - CRO improvements, on-site experience fixes, segmentation and personalisation logic. Others compound over time as the experience gets better across the journey. Most will show meaningful momentum within the first 60 to 90 days.

Do you execute the work yourself, or just plan it?

Both. I develop the strategy and roadmap, and I do the hands-on work - partnering with your team, agencies and developers to ship the changes. Strategy and execution sit too close together in digital experience work to separate cleanly, so I don't.

Do you execute the work yourself, or just plan it?

Both. I develop the strategy and roadmap, and I do the hands-on work - partnering with your team, agencies and developers to ship the changes. Strategy and execution sit too close together in digital experience work to separate cleanly, so I don't.

Should I hire you on a project, or as a fractional lead?

A project is right when you have a defined problem to solve - a CRO programme, a personalisation roadmap, a checkout overhaul, an app experience review. A fractional partnership is right when you need ongoing senior leadership across the digital experience function - typically one to two days a week, embedded in your team. Easiest way to decide is a quick call, and I'll be honest about which fits.

Should I hire you on a project, or as a fractional lead?

A project is right when you have a defined problem to solve - a CRO programme, a personalisation roadmap, a checkout overhaul, an app experience review. A fractional partnership is right when you need ongoing senior leadership across the digital experience function - typically one to two days a week, embedded in your team. Easiest way to decide is a quick call, and I'll be honest about which fits.