Directory/Richard Surridge

Richard Surridge

Interim eCommerce Director

eCommerce Director/VP | Direct to Consumer Lead | Digital Commerce

Turnaround SpecialistDigital TransformationDirect to Consumer LeadeCommerce DirectorGrowth DirectorOmnichannelCOO (Chief Operating Officer)VP (Vice President) Marketing

Interim Profile (Proposition)

I use all appropriate insight and information to create and deliver actions that ensures the eCommerce proposition drives overall business commercial growth and is backed by the wider organisation. Deliver website migration or upgrades, on time and on budget Marketing agency / technology review and tenders Fulfilment proposition review and carrier partner tenders Organisation design and implementation Commercially focused eCommerce and Digital Director/VP, with 20+ years leading B2C and B2B digital transformations across retail and professional sectors. Expert in scaling D2C channels profitably, through cross functional teams, within the UK and European countries.

Key Achievements

  • Scaled Sally Europe’s eCommerce to $45m revenue and 18% operating profit through country and channel expansion, product launches, customer experience enhancement and fulfilment optimisation
  • Built Wickes’ first DTC eCommerce site, from launch to £50m within 5 years, continually adapting the commercial focus across range expansion, customer acquisition and online experience whilst building a team to deliver growth.
  • Launched omnichannel fulfilment including Same Day Click & Collect, generating 20% of online sales in year 1.
  • Delivered 900% eCommerce growth during COVID-19 through rapid scaling of digital channels and fulfilment.
  • 100% conversion rate improvement through UX redesign and platform migration to Salesforce Commerce Cloud.
  • Launched and scaled Amazon to £1m in year one, at Marshalls and Sally Beauty, secondary to owned websites
  • Delivered £750k in annualised cost savings for Marshalls, through organisation redesign, fulfilment consolidation and supplier tenders.
  • Built a data-driven CRM and customer segmentation programme for Marshalls, doubling sales in the first year and growing lifetime value.
  • At Post Office I delivered a major website redesign and platform migration to fall in line with new TV advertising campaign, which delivered a 30% increase in website traffic and an 18% improvement in conversion rate.
  • Led the performance marketing strategy at Marshalls, improving marketing ROI from 4x to 6x whilst increasing revenue by 10%.

Related interims

Industry Expertise

RetailConsumerManufacturing

Key Skills

eCommerceDigital commerceCommercial planningCustomer fulfilmentCustomer retentionOrganisation designTeam coachingStrategic Planning
Available for interim executive assignments in Private Equity portfolio companies.
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