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

SubSummit

The largest event dedicated to the subscription industry. SubSummit 2026 | May 13-15 | Kansas City

– Bringing together 2,000+ subscription entrepreneurs and solution providers to network at the largest meetup of DTC subscriptions.

– Cultivating 3,000+ 1-on-1 meetings between subscription industry solution providers and subscription merchants.

– Partnering with 200+ solutions providers to participate in the subscription industry’s largest expo hall 

– In partnership with leading subscription brands, invested more than $500,000 in subscription startups since the conference’s launch through special programs like our annual Pitch Competition and Startup Scholarship.

Co-Founder and CEO

SUBTA (Subscription Trade Association)

The Subscription Trade Association (SUBTA) provides a network and resources to help nurture the largest community in DTC subscriptions. SUBTA helps connect and grow the global subscription commerce economy through valuable resources, data and events.

– Facilitated the creation and growth of Subscription Trade Association to 2,000 members since June 2017 in 28 countries.

– Co-host of The Subscription Podcast

– Identify trends and strategies in the subscription and DTC landscape through consumer data, focus groups, collaborative conversations and regular consulting.

– Provide insights to media and publications as it relates to subscription, including Entrepreneur, Authority Magazine, Thrive, The Subscription Box Show, among others.   

– Launched the No Excuses Podcast — one-on-one consulting with Premium Members covering topics on customer acquisition and retention, bootstrap marketing, and conveying value.

Chairman and Co-Founder 

NYU Stern School of Business

Focus of talk: Subscriptions, Memberships, Recurring Revenue

Guest Lecturer

The George Washington University

Focus of talk: Building a Brand vs. Building a Business

Columbia Business School

Focus of talk: Entrepreneurship and Customer Relationship Management

Emory University

Focus of talk: Why Subscriptions are the Future of E-commerce

Gentleman's Box

Gentleman's Box is a premier box subscription for men. With unique monthly themes designed around noteworthy men, the contents inside every box are brilliantly crafted and chosen in essence of the featured gentleman’s legacy. As CEO and co-founder, Chris was essential in the development and execution of the go to market strategy. Since 2017, Gentleman's Box has experienced a 40% increase in revenue. Notable partnerships include GQ, Jim Beam, Prada and John Varvatos.

www.gentlemansbox.com

CEO and Co-Founder

Boxit Studio

Boxit Studio helps brands bring subscription boxes to existing and new customers while driving cross-channel traffic and generating new revenue. As a founder and current advisor, Chris has helped to launch category leading subscription boxes for start-ups to multi-billion dollar companies and represent the voice of over 1 million subscribers.

Advisor and Co-Founder

Echo Management Services LLC

Managing Member and Co-Founder

Chris George is the Co-Founder and CEO of SubSummit, the world’s largest conference dedicated to direct-to-consumer subscriptions. 

Chris is a serial entrepreneur who has successfully invested in and launched eight businesses, two of which have been acquired. As one of the creators of the wildly popular and recently acquired Gentleman's Box, a high-end subscription box for men, Chris has spoken to aspiring entrepreneurs and established industry professionals at events like Digital Summit, SubSummit and several academic institutions such as Columbia Business School and George Washington University. 

His strong business acumen and understanding of the role of marketing and branding solidify him as a leading force in the realm of entrepreneurs. As a multi-year conference host to the world's largest subscription event, he's led impactful conversations with leaders like Michael Broukim (FabFitFun), Yosef Martin (Boxycharm), Katia Beauchamp (Birchbox), and Haroon Mokhtarzada (Rocket Money). 

Propelled by the notion that you can always give back, Chris regularly supports emerging brands by investing in and mentoring individuals and companies that lead with purpose over profit.

If you’re interested in learning more about SubSummit, please visit subsummit.com

taplio

The Battle

Jason Chappel

Christopher George

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