Stephen Thomas Email me

Ecommerce · CRM · Marketing · Web Development · Product Management

Ecommerce leader with 20+ years of turning digital channels into measurable growth.

A designer and email developer by background, I now lead ecommerce, marketing, CRM and development for a UK retailer. I care most about turning data into decisions: knowing which activity actually moves revenue, not just traffic. I'm looking for my next senior ecommerce role.

Email me about a role See the results
Revenue growth over two years at ValueLights
+31%
Email revenue after leading the move to Klaviyo
+126%
Annual cost savings from a platform audit
£65K+
Customer retention uplift at Party Delights
+20%

Track record

Results, not just responsibilities

Four pieces of work that show the range: trading, CRM, platform and retention. Each one shows the brief, what I did and the result.

Ecommerce trading · ValueLights

+31%

revenue growth over two years, and 40%+ year on year in the latest quarter

Growing a lighting retailer across B2C and B2B

Brief
Lead digital growth across two sites: the consumer flagship valuelights.co.uk and ValueLights Trade, a digital-first B2B channel.
What I did
Took ownership of weekly trading, margin and contribution. Set break-even ROAS targets for Google and Meta from margin data. Rebuilt the trade channel around a scalable acquisition model. Launched a GEO project for AI search visibility.
Result
31% revenue growth over two years, with growth accelerating to 40%+ year on year in the most recent quarter.

CRM · ValueLights

+126%

email revenue to £143K in Q3 2026, on only 9% more sends

Migrating from Ometria to Klaviyo

Brief
Move all CRM across both websites from Ometria to Klaviyo, and make email a real revenue driver.
What I did
Led the migration and built a full lifecycle programme of automated flows, campaigns and segmentation.
Result
Flows now drive 67% of email revenue (up 360% to £96.5K). The welcome flow alone made £85.9K, converting 9.5% of recipients. New subscribers grew 168% to 12.5K, and click-to-order conversion doubled to 12.2%.

Platform & development · ValueLights

£65K+

annual cost savings

Owning the Adobe Commerce roadmap

Brief
Take ownership of the Adobe Commerce (Magento) platform, its costs and its roadmap, while leading the development team.
What I did
Led a platform audit programme. Delivered a major platform upgrade with an overnight data migration. Led the B2C site redesign, from UX design to the Luma-to-Hyvä migration.
Result
More than £65,000 a year in cost savings, and a major upgrade delivered with no revenue impact.

CRM & UX · Party Delights

+20%

customer retention

Building CRM around customer behaviour

Brief
As CRM & UX Manager, improve customer engagement, satisfaction and loyalty.
What I did
Developed CRM strategies and personalised campaigns built on segmentation and behavioural data. Ran user research and usability testing. Trained and mentored the CRM and UX teams.
Result
Customer retention up 20%.

Want the detail behind these numbers?

Email me to talk it through

Breadth

The whole ecommerce engine, end to end

I started as a designer and email developer, and I now lead ecommerce, marketing, CRM and development teams. I've done the hands-on work in each of these areas.

  1. 01

    Design & UX

    HND in Multimedia Design. User research, usability testing, conversion optimisation and site redesigns in Figma.

  2. 02

    Trading

    Weekly trading, margin and contribution across B2C and B2B, reported to directors from GA4, Power BI and Business Central.

  3. 03

    CRM

    5+ years of Klaviyo, plus Ometria and Mailchimp. Lifecycle flows, segmentation and personalisation.

  4. 04

    Marketing

    Google and Meta paid media run with agencies on break-even ROAS targets. SEO agency management, and GEO for AI search.

  5. 05

    Development teams

    Lead the development team and own the Adobe Commerce roadmap: upgrades, replatforms and integrations.

Tools: Klaviyo · Ometria · Mailchimp · Adobe Commerce (Magento) · Hyvä · Klevu · GA4 · Google Ads · Meta Ads · Power BI · Dynamics 365 Business Central · Excel · Jira · HTML/CSS · Photoshop · Illustrator · Figma · Python

Depth

20+ years in digital retail

  1. Nov 2024 – Present

    Ecommerce Manager

    ValueLights, Manchester · Consumer site and B2B trade brand

    • Lead the Ecommerce & Marketing and Development teams, with five direct reports.
    • The role covers ecommerce, digital marketing, CRM and UX management.
    • 31% revenue growth over two years. 40%+ year-on-year growth in the latest quarter.
    • £65K+ in annual cost savings from a platform audit programme.
    • Led the CRM migration from Ometria to Klaviyo, growing email revenue 126%.

  2. Jun 2024 – Nov 2024

    CRM Manager (fixed-term contract)

    Clubhouse Golf

    • Modernised an outdated Mailchimp CRM setup by auditing data and processes, introducing automation, improving reporting and planning the move to a more scalable platform.

  3. Nov 2014 – Jun 2024

    Party Delights, Manchester

    Nearly ten years, promoted from email designer to Ecommerce Manager

    • Ecommerce Manager · Apr 2023 – Jun 2024
      Replatformed an ageing bespoke site onto a mobile-first, SEO-friendly Magento build and launched 4 websites, improving conversion and SEO performance.
    • CRM & UX Manager · Aug 2020 – Apr 2023
      Lifted customer retention by 20% through CRM strategy, segmentation and personalised campaigns. Ran user research and usability testing, and mentored the CRM and UX teams.
    • Customer Relationship Manager · May 2019 – Aug 2020
      Analysed customer data and feedback to find trends and improvements, working across sales, marketing and operations.
    • Senior Email Designer / Developer / Marketer · Sep 2015 – May 2019
      Planned, designed and built high-volume HTML email campaigns, managing a team of three designers.
    • Email Designer / Developer / Marketer · Nov 2014 – Sep 2015

  4. Apr 2014 – Nov 2014

    Email Designer / Email Developer

    ao.com, Bolton

    • Designed and coded responsive, mobile-first emails for a high-volume campaign programme to tight deadlines.

  5. Apr 2008 – Apr 2014

    Graphic Designer, Photographer & Email/Online Designer

    Robinsons Country Leisure, Ashton-in-Makerfield

    • Designed and coded weekly campaign emails.
    • Ran Facebook, Twitter, YouTube and Pinterest, gaining 7,000+ new Facebook page likes in six months.
    • Planned and shot product photography for the website and seasonal catalogues.
    • Designed catalogue spreads to brief with the buying team.
    • Managed project budgets for print and photography, choosing suppliers on price and quality.

  6. Mar 2006 – Apr 2008

    Junior Designer

    Robinsons Country Leisure · Graphic Studio

    • Designed catalogue pages, adverts, posters, website banners and in-store point of sale.
    • Prepared artwork for print and kept it consistent across each campaign.

  7. Sep 2005 – Mar 2006

    Personalisation Designer

    Robinsons Country Leisure · Personalisation Department

    • Designed motifs and logos for personalised products.
    • Worked with the contact centre to meet each customer's requirements.

Credentials

Qualifications & certifications

  • IDM Award in General Data Protection Regulation

    Institute of Direct and Digital Marketing · 2019

  • IDM Professional Certificate in Email Marketing

    Institute of Direct and Digital Marketing · 2018

  • HND Multimedia Design

    St Helens College · 2003

  • Further training

    IDM Email Marketing Tactics (CPD, 2017) · Responsive Email Design (2014) · Social Media Marketing (CPD, 2012)

Hiring for a senior ecommerce role?

I'd like to hear about it. I'm based in Warrington. Email me and I'll get back to you.

Stevomac@me.com

LinkedIn

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