Ace & Tate

Ace & Tate is a digitally native DTC eyewear brand where I started in Growth Marketing and later moved into the role of E-Commerce Manager, working at the intersection of data, tech, and commercial performance. In my early role, I focused on acquisition, conversion, and retention through structured experimentation and CRO. I worked closely with performance marketing and product teams to run A/B tests, user research, and journey optimisations across key funnel stages, improving conversion performance by up to ~60% in new markets through iterative testing and better targeting of high-intent traffic. I also used behavioural and campaign data to prioritise growth opportunities and scale successful experiments into broader improvements in content and platform strategy.

As the scope expanded, I moved into e-commerce management, where I took ownership of online performance and conversion optimisation across markets. I used Contentsquare behavioural analytics to identify friction points across the customer journey and translated those insights into prioritised backlog items with product and engineering teams. This work led to significant improvements in conversion performance, with up to ~40% uplift driven by reducing drop-off across key funnel steps and improving product discovery through merchandising and content optimisation. During the pandemic, I led cross-functional initiatives to rapidly design and test new digital experiences, including online style advice and a remote eye test service, responding to the sudden shift to fully online purchasing when physical stores were closed.

In that same period, I also worked on experimentation with emerging formats to stimulate online demand, including the use of 3D technology in Meta and Snap advertising campaigns to better simulate in-store product experience, as well as contributing to the development of a virtual try-on experience on the website. These initiatives were focused on reducing purchase uncertainty and recreating key elements of the physical retail experience in a digital environment.

Alongside this, I worked closely with engineers and product managers on designing and shipping an internal e-commerce tooling system that improved how merchandising and product data was managed on a daily basis, increasing operational efficiency and strengthening the foundation for ongoing optimisation.