Defiant | eCommerce Growth Consultancy

Founder

Blend | Customer Experience (CX) agency for Shopify businesses

Devised and implemented a new Customer Value Optimisation Service, enhancing the company’s strategic offering.

Lead the strategy for a range of clients, developing recommendations and strategic insight to help develop the businesses.

Determine schedule of work for clients, writing briefs and signing off creative and development tasks.

Running A/B tests to experiment with theories and hypothesis.

Run regular client calls, compiling, analysing and communicating complex data and theory.

Managing stakeholders as well as building and maintaining relationships with all key client decision makers at both senior and operational levels.

Effectively communicate and consult on complex subjects, identifying pain points and risks, providing solutions and defining programme scope and cadence.

Client 1: 
Increased revenue by 254% vs. Previous 6 months to over $5m.
This was done by increasing conversion rate by 60%, coupled with an uplift in average order value of 13%, whilst traffic volume only increased 15%.

Client 2:
Revenue increase by 61% vs. Previous 6 months.
14% increase in conversion rate to over 4.9%.
Increased subscriptions from 99 to over 480 in 6 months.

Head of Client Strategy

Eastside Co (Shopify Plus Agency)

Responsible for the management and development of a team of 20, consisting of a Client Strategist, Traffic Manager, Account Managers and Directors, and Project Managers. 

Led the restructuring of the Client Services department, defining roles and responsibilities, placing the client at the heart of the offering.

Devised and implemented efficiencies in the ongoing support of client accounts with both process and a more strategic, proactive offering. 

Conduct quarterly business reviews, developing strategic client plans and growth strategies.

Identify and develop sales opportunities with clients, negotiating commercial terms.

Drive and oversee the strategic direction of all client projects ensuring measurable ROI and business objectives are delivered.

Increased retained work by +4X with an enhanced strategic offering.

Head Of Client Services

Kyan

Client Partner

Gallagher Communication

Responsible for the management and development of a team of 11 consisting of Account Executives, Project Managers and Account Directors across 3 sites in the UK and US. 

Responsible for client accounts and growth worth in excess of £6m, with projects ranging from £40k - £1m+, managing opportunities, project pipeline and team capacity.

Oversee and identify growth and cross sell opportunities within the current client base ensuring targets are met.

Drive and oversee the strategic direction of all client projects ensuring measurable ROI and business objectives are delivered.

Effectively communicate and consult on complex subjects, identifying pain points and risks, providing solutions and defining programme scope and cadence.

Engaged throughout the sales cycle, responding to RFP’s, taking briefs, writing proposals and delivering presentations, facilitating workshops to engage and identify opportunities, as well as providing ongoing strategic input and support. 

Manage financial forecasting, P&L, budgeting and capacity planning.

Confident and experienced at managing all internal and external stakeholders as well as building and maintaining relationships with all key decision makers at C-Suite, senior and operational levels.

Responsible for compiling, analysing and negotiating commercial and supplier contracts.

Managing stakeholders as well as building and maintaining relationships with all key client decision makers at both senior and operational levels.

Determine and manage the current and future recruitment needs, as well as onboarding and management of Client Services team members.

Group Account Director

Flourish

Working with a range of brands across multiple sectors delivering new and updated branding, brand direction, online and offline marketing campaigns, internal communications, and strategic planning helping deliver against measurable business objectives.

Experienced in dealing with both B2B and B2C clients identifying and implementing effective growth strategies and plans for both internal and external communication. 

Delivered significant business development every year, acquiring, growing and retaining clients delivering over 90% client retention rate. 

Heavily involved with new business from initial contact through to pitch planning, writing and delivery as well as bedding in the client relationship, and strategic business development where relevant.

Managed and planned client and agency budgets.

Responsible for projects from initial briefing all the way through to final delivery. Keeping clients up to date with progress and ensuring the team stayed on brief, on budget, and on time to meet and exceed client expectations.

Led project and website planning both internally and with clients with solid understanding of both UI and UX across desktop and mobile solutions.

Led quality control with a keen eye for detail, overseeing all design and digital outcomes from branding through to collateral as well as digital design and development ensuring projects were on brand, on brief and on budget. Most of all ensuring that the solution was appropriate for both sector and market, and that a distinct USP was portrayed and communicated.

Director

Intelligent Digital Media

Website and UI Design, web traffic development, SEO, online and offline brand development, online advertising. Oversee the development of websites, Creation of print and offline design.

Design Director

Wisetiger

Working as part of the design team on website design, online media and design for print. Materials included websites, printed materials such as brochures, annual reports and promotional material.

Designer

Freeads

Lead the design and U/X of the website for several years, working on brand development both on and offline

Bearfoot Graphics

Logo and brand design as well as brochures and printed materials alongside website and presentation design.

Graphic Designer

Increasing Customer Lifetime Value by identifying, converting and retaining your most valuable customers

Has your growth stalled? Your customer acquisition costs have gone through the roof? And your customer retention could could use some improvement?

Despite all of this you need your eCommerce store to keep growing. More than that, you need to make a profit.

So, what's the answer?

A highly profitable, engaged customer base with high retention levels that you could confidently acquire more of, right?

By placing the customer at the heart of your offering, I help you increase your Customer Lifetime Value (CLV) by clearly defining your ideal customer profile. When you know who your target customer is, acquisition, conversion and retention all become much easier. 

Not sure where to start?

In 30 minutes I can tell you where you should be placing your money to get the greatest return on investment. Want to see it in action? Book a call with me by emailing jason@wearedefiant.io.

One thing to remember, not all customers were created equal.

When you acquire better customers, you retain more customers. 

When you analyse your retention data, you’ll find some customers are way more valuable than others. It’s time to use this data to enhance your acquisition strategy, delivering even better customers, which leads to better conversion and even better retention.

Rather than pitting acquisition against retention, I help you bridge the gap on growing your customer base by using learnings from one to enhance the other in an infinite growth loop. ♾️

Some call this an unfair advantage, I call it Customer Value Optimisation. 

Want to find out more about how it all works? 
Drop me a DM or email me on jason@wearedefiant.io.

I’ve worked with brands big and small. From start ups and challenger brands to some of the worlds biggest and best. 

I’ve worked with DTC brands such as Absolute Collagen, Oliver Sweeney, and Tropic Skincare to name a few, but some of the greatest success I’ve had has been taking unknown brands into millions of dollars of revenue (and more importantly, significant profit). One of the smaller brands I have worked with achieved over 5x growth in their subscriber base in 6 months, and saw their revenue increase by more than 60%.

The one thing that all of the brands I work with have in common is a growth mindset. Whatever the market conditions, they weren’t about to let that deter them.

If you want to know more about how Customer Value Optimisation can help grow your brand, send me an email on jason@wearedefiant.io or drop me a DM.

Jason Chappel

Oak Furniture Superstore

Customer Experience Manager

The Sipping School

Imagine Cruising

Digital CRO & UX Manager

Ramsbury Brewing & Distilling Co. Ltd.

Brand Ambassador

Oak Furnitureland

- The driving force of the voice of customer (VOC) within Ecommerce using various insight and feedback  to make strategic changes to the digital Customer Experience (CX) 
- Airtight A/B testing program to ensure only the highest performing test is implemented
- The champion of Net Promoter Score (NPS) for all digital channels, desktop, mobile, tablet and APP
- ContentSquare qualified to enable deeper insight into customer behavioural data on site, using the data 
  and AI functionality to identify areas for improvement in real time 
- Customer Journey Mapping to identify friction points and implement resolutions to create the most 
  seamless CX possible
- Introduced customer fabric sample ordering facility for sofas reaching an additional £4.5m   
- Launched instore QR codes (omnichannel, customer first initiative), to enable customers to shop via 
  channel of choice
- Launched improved customer product information for overall sofa category, using new dimension 
   imagery and detail across category PDP and PLP's.
- Launched a new customer account area providing a more customer centric profile area

Digital Customer Experience (CX) Lead

Sheepdrove Organic Farm & Eco-Centre

Working for Peter Kindersley (dorling kindersley publishing fame and Neals Yard remedies) on his 2,500 acre estate at Lambourn which is home to one of the UK's leading sustainable conference centres
- Achieved a £45k profit from an annual £239k loss within 9 months of appointment
- Repositioned the brand into the sustainability sector to capitalise on corporate CSR potential
-Secured business partnerships worth £168k in additional revenue
- Implemented customer data capture processes leading to a 35% increase in email volumes and specific 
   data category segmentation
- Implementation of sage CRM
- Consolidation and production of all marketing collateral

Business Development Manager

Danceforce and Starmaker Costumes

•	Implementation of a marketing strategy for both businesses
•	Management of a full rebrand for both business propositions
•	Project management of two annual catalogues as part of our Omni channel marketing strategy
•	Execution of effective email marketing campaigns 
•	Management of all customer data and segmentation
•	Implementation and management of all social media channels
•	Redevelopment of both websites to include all product set up, content management and SEO.

Digital Marketing Manager

Dance Direct

•	Documented and implemented our B2B European development strategy
•	Established a dedicated B2B team to account manage our 16K+ business users
•	Developed a sales pipeline generating a 35% uplift on B2B sales
•	Enabled B2B lead generation programs through multi-channel marketing campaigns 
•	New business acquisitions leading to 22% increase in B2B accounts
•	Achieved a 86% conversion rate for new client acquisitions following a national studio visit campaign  
•	Conducted national seminars to promote the B2B offering and capture valuable customer insight
•	Influenced the business to adapt product ranges, our marketing approach and printed collateral following customer insight

European Business Development Manager

Dance direct have established themselves as the leading dancewear retailer in UK and Europe.
- Educating business about who current customers are, what products they were purchasing and how they behave, based on database insights and purchase behaviours 
Managed the relocation of our UK Head office 
- Defined key metrics for success and created a CRO roadmap to analyse the user impact of product features with airtight A/B tests and buyer behaviour insight
- Developed a European customer call centre in our new head office in Swindon 
- Introduced three new systems into the business: - SALES, ERP and CRM
- B2B proposal presented to business and this lead to promotion to new role and team establishment

Digital Customer Experience (CX) Manager

Round-the-World Trip

I took a 2-year career break to accomplish some of the greatest walks and climbs our world has to offer. During my break I traveled to over 18 countries, took 70+ flights and encountered over 11 different languages. I traveled alone for the duration, and this experience clearly demonstrates the confidence, drive and organisational skills you can expect to observe in the work environment

Career Break

Tesco PLC

•	I represented the retail stores within head office, advising the dotcom business on how we could enable the dotcom business to work at store level instead of an external warehouse facility.
•	Achieved our predicted first year’s target within the first month of national launch.  
•	Identified new customer opportunities within the .com business, for example I established a collect from work trial based at various offices nationwide including Mars, Slough

Ecommerce New Business Project Manager 

•	Created the core Business Requirements document for sign off by Business teams, including documenting functional requirements and processes for the new system development, being the key liason between It team and store staff
•	Project managed the implementation of a completely new cash office system into 580 stores on time and within budget for the millennium bug, year 2000 
•	Wrote and produced all store staff training material, user reference manuals and cut-over documentation. 
•	Planned and conducted regional training workshops for all cash office staff and store support teams on a national basis. Training over 2000 staff

Y2K Implementation Manager

Pivotal in the launch of Tesco Clubcard in 1995, working alongside Dunnhumby the world's leading customer science company
Project Manager responsible for the “easyshop” launch into 10 trial stores, delivering first retailer success in self-scanning in 1996
Actively looked for ways to improve the customer’s experience through extensive market research, conducting national customer panels across 580 stores
Introducing new methods to collect customer feedback from stores nationwide including Net Promoter Score (NPS)

Customer Insight Marketing Manager

•	Accountable for all customer service standards and communication within a store with a weekly £1.2m turnover and a customer count of 26K
•	Recovered a loss of £22k from cash office losses by conducting a full audit of the stores front end procedures
•	Provided regional cash office support to the south west region of over 25 stores 
•	Proactively managed a team of 150 customer service staff with a documented personal review process
•	Turned a poorly performing store into a centre of brilliance for customer service and cash office procedures within 12 months
•	Set up the corporate recruitment centre and marketed the centre locally, leading to the recruitment of over 65 customer service staff and 275 store staff in total 
•	Trained all customer service staff in local stores on time ready for store opening
•	Became the highest performing store in the south west region against customer service KPI’s (Key Performance Indicators)
•	Conducted weekly local marketing campaigns to promote the Tesco brand

Senior Retail Manager - Customer Service

An exuberant and customer obsessed senior retail professional with extensive experience of success in customer centric roles. Having worked for the UK's leading retailers and achieved retail firsts in both customer loyalty programmes - Tesco Clubcard and Self Scanning enablement.  
A massively innovative and creative approach with a unrelenting passion for ensuring the customer’s experience is one of unrivalled quality.  The customer has been at the forefront of my career from Customer Service Manager Positions in retail stores to developing strategic digital customer experience solutions across all omnichannel touchpoints.

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The Battle

Jason Chappel

April Thrush

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