A little bit about me
A digital professional with over 12 years of experience in product management, conversion rate optimisation and E-Commerce. I have a unique blend of skills that help me to drive growth and innovation through data-driven experimentation. A qualified Product Owner and Scrum Master, I'm equipped to lead cross-functional teams to deliver results in fast-paced environments. Whether developing and executing a product roadmap, leading CRO programs, or using tools like Google Analytics and HotJar to improve customer journeys, I'm m skilled at finding ways to drive value for both customers and businesses.
My expertise in conversion rate optimisation and data analysis has helped me deliver successful results for clients such as Visa, Alfa Romeo, Farrow & Ball, and Toyota. At the core of everything I do is a focus on data. From identifying opportunities to measuring success and understanding customers, a deep understanding of data is key to achieving success in the digital world. Whether working on a marketing campaign, website redesign, or digital acquisition project, I always carefully analyse and use data to help guide my decisions.
Work highlights
See my resume for my work history
Iterative delivery
At Vitality I was the Digital Aquasistion Product Owner. I worked closely with the development team to deliver a new quote journey that increased the lead generation rate by +14% when tested against the original version. Once rolled out, I introduced personalisation, propensity models, and a continuous programme of improvement.
E-commerce CRO programme
As Senior E-commerce Executive, I set up the first Conversion Rate Optimisation programme at Farrow & Ball. To kick the programme off, I focused on a high-ticket item of booking a colour consultant. Running the CRO process, I was able to increase bookings by +162% year on year. With the momentum I built, I grew the programme to run across all product lines, growing average basket value and increasing the overall site conversion rate.
Lead generation campaign
This was an amazing project. We created a social media campaign to grow the community and generate leads. We wanted to measure the impact of the activity, so we made it trackable from Facebook to the sales of the car. At the end of the campaign, we had achieved the following:
Grew Facebook community to largest outside of Italy, 153% increase in one year
Generated over 650 test drive enquiries resulting in 31 direct vehicle sales
Over 1.5 million video views
Over 3 million post views
Experiment programmes
At the RNLI I have been growing the performance team and leading the growth of CRO programmes across the organisation. The biggest challenge when I joined the organisation was getting stakeholders to buy into the CRO programme. I first focused on building momentum and wins in the fundraising area. After increasing the conversion rate of the main donation journey by +28% I was able to build trust. The CRO programme now covers the e-commerce shop, fundraising, brand and safety.
By introducing the CRO programme into the standard way of working, I have also been able to speed up the idea to implementation cycle. Working closely with the design and development team, we have drastically reduced delivery times, building trust in our process by stakeholders and leading the way in collaborative working in the organisation.
Work colleague testimonials
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David Masters - Principal software engineer at BrandPipe
“Steve is a fantastic product owner with a passion for developing the product through the use of evidence-based data and experiments. His approach of setting up analytics of our application and presenting the insights gained from the data in sprint reviews really boosted the team’s engagement in terms of thinking of new ideas to improve the product.
Steve is always pushing for an MVP of new features that we can test and analyse the business value of before improving it with subsequent iterations should the MVP feature show promise in the data.
As the senior developer on the team, I have found working with Steve an absolute pleasure. One of the things I like best about him is the way he always looks to get the most out of the skills in the team. He always keeps an open mind about possible solutions to the business requirements/problems, and rather than imposing any preconceived solutions on the team, he lets the team collaboratively come up with the best solution for the given time frame.
This approach has led to a great relationship & mutual respect with the team, but more importantly, better results.”
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Lee Hill - Senior QA engineer at Unity Technologies
“Rarely do you get the chance to work with someone of Steve's quality.
Not only is Steve excellent at managing a project team, giving everyone the platform to perform to the best of their ability, but he is also great at managing client expectations and keeping both sides happy.
He naturally boosts the morale of those around him with the smile that he brings into work every day.”
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Toney Gater - Head of development at Bright Blue Day Ltd
“I had the pleasure of working closely with Steve for a number of months on a project with very tight deadlines.
During this time he showed himself to be an excellent project manager, dealing with a demanding project with tight time scales and constantly changing functionality.
He managed to keep client expectations in line and was able to convey any technical issues with great ease.
On top of this, he is always seen wearing a smile and always manages to improve the morale of those he works with. Definitely a great addition to any team.”
Qualifications
Working in cross-functional teams has been a huge part of my working life. Completing and maintaining the Certified Scrum Product Owner and Certified Scrum Master has helped me hone my agile ways of working and played a big part in the success of the teams I have led.
Read the latest from the blog
Read about experiment principles that help teams deliver, the latest book reviews and my takes on the benefits of experiment-led product development.