Portfolio
From managing full website redesigns to launching smart marketing strategies, I bring a hands-on approach to every project. I work closely with founders and their teams to create seamless user experiences and profitable commercial outcomes.
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600%+
Revenue growth
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-50%
Customer acquisition cost
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3x
Repeat purchase rate, with average order value up 40%
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The problem
Tonic was growing quickly and needed to scale revenue and customer numbers without letting acquisition costs run away. Growth had to come with better unit economics, and the ecommerce function needed clearer priorities and reporting to support the next stage.
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What I did
Ran full-funnel paid media with strict discipline on cost per acquisition. Built lifecycle CRM around repeat purchase and customer value. Improved conversion across product pages, landing pages and day-to-day trading decisions, and set up a reporting cadence that gave the team commercial visibility.
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What changed
A stronger, more scalable ecommerce business: revenue up more than 600%, acquisition cost halved, average order value up 40% and repeat purchase rate three times higher, with improved profitability.
“Richard brought a rare combination of strategic thinking and hands-on execution. He helped us accelerate growth while building the foundations for the next stage.”
Sunna Van Kampen, CEO, Tonic Health
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8-figure
Annual revenue across four regions
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+11%
Average order value from pricing tests, bundles and upsell
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-30%
Cost per acquisition through creative and paid media optimisation
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The problem
An eight-figure business trading across four regions needed sharper pricing, more efficient paid media and a team set up to make faster, data-led decisions, so that growth stayed profitable as it scaled.
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What I did
Used AI to analyse pricing, margin and unit economics across DTC and retail, then ran dynamic pricing tests and introduced bundles and upsell offers. Rebuilt the creative strategy from customer review insight, using AI to support ideation and asset production, and ran structured A/B tests. Recruited for skill gaps and embedded data analysts in cross-functional teams.
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What changed
Average order value up 11%, cost per acquisition down 30% and a repeatable test-and-learn process across every channel. A more efficient, scalable growth engine positioned for long-term global growth.
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14 → 9 days
Average MQL to quote time, 36% faster
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£40m+
Annual recurring revenue across the product portfolio
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5
People led across three product streams
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The problem
Several SaaS products were scaling internationally at once. Departmental plans were disconnected, the CRM slowed quoting, and there was no single view of performance for the founders to plan and prioritise against.
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What I did
Moved the CRM to HubSpot and rebuilt the workflows with tiered approval thresholds, custom lead routing and a 24-hour approval SLA. Replaced separate departmental plans with one companywide roadmap, an annual plan and quarterly OKRs. Launched the first product-led growth workstream and built an automated Power BI dashboard. Owned revenue forecasting, quota planning and reporting.
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What changed
MQL to quote time fell from 14 days to 9. Sales, Marketing, Product, Customer Success, Finance and Operations worked to one plan, with clearer priorities and a single view of the numbers across the portfolio.
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2 → 5
Live clubs during the engagement, with 8 more planned
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100%+
Growth in website traffic, with a substantial lift in conversion rate
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15
Target club network by the middle of next year
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The problem
S3 was expanding quickly from a small club setup into a larger multi-venue operation. As more clubs, stakeholders and customer communications were added, the business needed more structure across website, CRM, reporting and day-to-day commercial support, without immediately building a large in-house team.
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What I did
Worked alongside the CEO as a hands-on fractional resource: website and venue pages, player communications, email templates and newsletters in the CRM, analytics and management reporting, and flexible commercial support as each new club opened.
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What changed
The CEO was able to step back from day-to-day operations and focus on strategy. Website traffic more than doubled, with a substantial increase in conversion rate, while the club network went from two venues to five.
What these engagements have in common
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I work inside the business, not from a deck
Every engagement above was hands-on: building the CRM, running the tests, owning the numbers. No large team, no big retainer, no handover to junior staff.
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The numbers come first
Pricing, margin, acquisition cost, conversion and repeat rate. I start with the data you already have and build the reporting so decisions get easier for you and your team.
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The founder gets time back
Systems, planning rhythm and clear priorities mean the business runs without you in every decision. That is the outcome I am measured on.
Want results like these in your business?
Tell me what you are trying to fix and I will give you an honest take on if I can help you achieve it.
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Figures relate to each engagement period and reflect company performance during that time. Brand names are included as work context only and do not imply current endorsement, partnership or sponsorship.