Growth work across ecommerce, beauty and sport-led customer experiences.
A selection of brand contexts where I have helped teams improve growth, customer journeys, acquisition, retention and commercial decision-making.
ShopifyPaid mediaCRMCROTradingDashboardsFounder support
Approach
Not a logo wall. A clearer view of the work.
This portfolio is structured around the type of contribution: the growth problem, the operating context and the practical work required to move the business forward.
Where detailed commercial figures are included, they are drawn from my own public CV/proof-bank material. The emphasis is on the kind of work Mean Decisions can bring to founder-led ecommerce businesses: diagnosis, prioritisation, execution and accountability.
01 / WELLNESS ECOMMERCE
TH
Tonic Health
Supplements · Ecommerce growth · Team systems
Performance growth · CRM · CRO · Reporting
Tonic Health
Worked inside a high-growth wellness brand to build the ecommerce growth engine across acquisition, retention, customer experience and reporting.
Brand contextWellness and supplements ecommerce
Role typeHead of Growth / ecommerce operator
Growth modeScale-up systems and execution
Growth operating rhythmBuilt clearer priorities, reporting cadence and commercial visibility across the ecommerce function.
Paid acquisitionSupported full-funnel growth across paid media, channel performance and CAC discipline.
CRM and retentionImproved lifecycle thinking, repeat-purchase focus and customer value systems.
Site and CROWorked across conversion, product experience, landing pages and ecommerce trading decisions.
Outcome signals
Public proof-bank material records 600%+ revenue growth, reduced CAC, increased AOV and stronger repeat-purchase performance during the Tonic Health period.
02 / BEAUTY DTC
ML
MoxieLash
Beauty · DTC trading · Performance reporting
Trading · Planning · Reporting · Performance
MoxieLash
Supported ecommerce trading and performance activity for a large DTC beauty brand operating at significant scale.
Brand contextBeauty and direct-to-consumer ecommerce
Scale context$32m annual revenue brand
Growth modeTrading discipline and performance visibility
Commercial planningSupported trading, campaign planning and ecommerce prioritisation across a fast-moving DTC environment.
Performance reportingWorked with reporting and analysis to understand what was driving growth and where attention was needed.
Customer journeyApplied ecommerce judgement across funnel, product experience and promotional execution.
Acquisition efficiencyPublic CV material references improving ROAS by 20% during the MoxieLash period.
Outcome signals
The key value was bringing operational ecommerce thinking to a fast-paced DTC beauty environment: planning, execution, reporting and sharper performance decisions.
03 / SPORTS & VENUES
S3
Social Sports Society
Padel · Memberships · Local growth systems
Website · CRM · Memberships · Revenue systems
Social Sports Society
Supported a growing sports venue business with website, CRM and revenue-system thinking across venues, memberships and local demand generation.
Brand contextMulti-venue sports and padel operator
Role typeGrowth systems and digital support
Growth modeVenue launches, CRM and memberships
Website systemsSupported site structure, content, venue pages and conversion paths for a multi-location business.
CRM and communicationsWorked on email systems, templates, newsletters and customer communication flows.
Membership growthScoped membership journeys, venue-specific offers and clearer revenue pathways.
Reporting and operationsHelped shape dashboards, Playtomic workflows, launch playbooks and operational accountability.
Outcome signals
The work focused on building scalable demand-generation and retention systems for a business expanding across venues, not just isolated marketing activity.
Brand names are included as selected experience and work context only. They do not imply current endorsement, partnership or sponsorship. Approved logos, screenshots or campaign imagery can replace the abstract visual cards later.
Need this level of clarity in your ecommerce business?
Start with a practical review of your store, numbers, channels and operating rhythm.
Social Sports Society
Padel · Memberships · Local growth systems
Social Sports Society
Supported a growing sports venue business with website, CRM and revenue-system thinking across venues, memberships and local demand generation.
Outcome signals
The work focused on building scalable demand-generation and retention systems for a business expanding across venues, not just isolated marketing activity.