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

Essity

Senior business role acting as strategic partner and reporting into HMS President. Main objective is to support 6 Regions to achieve business growth by raising to “state of the art” key strategic pillars: Commercial Excellence, e-Commerce, e-Business, e-Services, Logistic and Strategic assortment. In addition to that work as strategic partner with global TENA and Medical organization to sharpen global business strategies and drive successfully key transformational projects

Vice President Market & Business Development Health and Medical Solutions

Senior executive marketing role recently created by merging 2 director roles overseeing a total business of 0,5b$ in Southern Europe:  lead of TENA brand, top historical jewel from Essity and 5 new medical brands that have been acquired in 2017.   Key objectives: 
1) strengthen indisputable market leadership in Inco with TENA; 2) define growth ambition and key strategies for the new medical brands. Deliver growth ahead of market.  Lead a team of +30 marketers.

Regional Marketing Director Health and Medical Solutions

Global leader of TENA MEN and Lights by TENA brands. Key objective: accelerate the progression of the 2 businesses by focusing on penetration and further strengthening market leaderships around the globe. Lead the digital transformation for TENA. Lead team of 5 direct report and +20 indirect. Responsible for marketers, technical managers and digital project managers. 

Highlights:
•	Aligned with management a brand new vision that will make TENA MEN a successful global brand. Created 5 years innovation road map with major breakthrough innovations.  Delivered average growth of +18% in top markets. 
•	Strengthened Lights by TENA business model and created 5 years innovation road map. Key objectives are: win recruitment of new entrants and rejuvenate brand image. Delivered average growth +15%. 
•	Digital champion for TENA. Aligned turnaround plan with management to make TENA a world class digital brand by 2020. Introduced a centralized approach to manage always on activities: Google, Facebook and Displays. This model has delivered outstanding results: 5 times more samples at half of the cost. 
•	Won 2 global president awards: 1) GHC: best brand building with TENA MEN and 2) Inco BU: best competitive plan (welcome party)

Global Brand Director and Digital Leader Hygiene

Procter & Gamble

Marketing & Digital Leader, Gillette E-IMEA Base Business ($3B), Geneva, Switzerland (2013-Present)
Develop and implement marketing plans for base business and head of digital for Gillette E-IMEA.  This is highly strategic role as Gillette is among top global brands and E-IMEA is the largest and most strategic region with 131 markets. Led multifunctional team of 20+

Highlights:
•Led Gillette personalized razor start-up: www.mygillette.de. This project has broken 3 significant records: a) first ever P&G personalized product; b) first ever personalized product in the industry that enables direct to consumers sells as well as e-retailers sells and c) fastest Gillette product initiative:  less than 6 months from the idea to market. This project has been presented to P&G CEO A. G. Lafley as one of the most innovative business ideas of 2014.. 

•Redesigned Gillette digital strategy for the E-IMEA. Created new digital ecosystem focused on top tiers digital platforms. Delivered +140 IYA ecommerce sales. 

•Introduced a new approach to maximize YouTube views that has become best in class for P&G. Reached +33 MM views with Football 14 teaser campaign becoming n.1 most watched sport video for P&G and n.5 in total sport industry in 2014: http://www.youtube.com/watch?v=Hc7oa-e3Blg

•Led Category Growth Program for WE to deliver +1% category growth (after several years of decline) by accelerating trial and consumption.  

•Earned several awards and recognitions, including Top Ranked Regional Managers for past 10 consecutive years.

Marketing and Digital Leader, EMEA, Gillette Base Business

Marketing and Digital Leader with P/L responsibility, Braun WE, Geneva, Switzerland (2012–2013)
Direct all marketing initiatives and functions for total Braun (4 categories) $400M+. Develop and implement long-term marketing plans (3 years) as well as lead the short term execution. Introduce new business model brand support to digital.   Lead team of 6 assistant brand managers located in top 6 Western Europe markets, developing, coaching, and training top talents.

Highlights
•Improved regional bottom line by 20% within 1 year. This is the best result in decade. 

•Introduced new business model such as moving the brand support from seasonal TV support to digital always on, while significantly reducing overall marketing spending 

•Generated significant share growth (+3.0) for Braun male dry shavers in L12M region, establishing Braun at top of P&G brands in terms of share gain.

•Achieved all-time high shares in 3 major markets (France, Nordics, Italy). In Nordics Braun achieved market leadership for the first time in history.

Marketing and Digital Leader Braun EMEA

P/L responsibility for total Braun (4 business categories) across 6 markets in Southern Cluster $320M+, managing team of 2 assistant brand managers and 2 sales managers. Developed and executed targeted business development strategies to establish strong markets for Braun products, coordinating all aspects of implementation. 

Highlights
•Drove best shares growth across global Braun organisation for FY 2011/2012, with 3 markets delivering number 1, 2, and 3 best business results (top lines, bottom lines, and shares) for the globe.

•Pioneered first-ever Braun go-to-market global guidance structure, establishing standards, clear guidance, and recommendations for Braun business leaders across globe. Set fundamentals to promote change throughout total Braun business model worldwide.

•Designed best share and reapply programme in P&G organisation.

Business Leader Braun Southern Cluster

P/L responsibility for Braun Male Dry Shavers +300 MM$. Defined and implemented 18-month business plan and regional toolkit. Managed 2 direct reports.

Highlights
•Achieved best market shares for entire EMEA region in decade, all-time highest share in Germany, share growth in 10 out of 11 markets, and all-time high top and bottom lines for region.

•Spearheaded development of regional toolkit (recruited Hollywood movie actor) with focus on base business to replace global toolkit that was insufficient to support the growth of region. Delivered first ever MDS Current Best Approach tool, defining top 10 do’s and don’ts for marketing and sells, which has been reapplied on global scale.

Senior Brand Manager Braun EMEA Male Dry Shavers

Managed brand development and marketing for Fater JV ($1B+ joint venture between P&G and Angelini Italian company). Designed marketing campaigns and P/L responsibility for $200M+ pad line. Supervised 3 assistant business managers.

Highlights
•Propelled 3 record years for pad line, reaching 80% market shares and +2% profit margin (best results for P&G worldwide) while overcoming challenges from low-cost local competitors by introducing new market-optimised product.

•Delivered first-ever vertical portfolio guidance in feminine care. Designed and qualified new pads portfolio from low-tier to super premium (encompassing 4 product lines), driving successful launch 1 year before global rollout. Portfolio approach has been reapplied globally.

Brand Manager Lines Italy (Fater JV)

Coordinated brand management efforts for Greece fabric care portfolio (3 brands and 3 new acquisitions). Led new Ariel and Tide marketing campaigns and Ace Gentile re-launch.

Assistant Brand Manager, Fabric Care, Western Europe

Led teams of up to 40 in production management and process engineering functions. Orchestrated new product initiatives and projects start-ups. Streamlined and optimised processes and structures.

Production Department Manager

Motivated strategic management professional with over 24 years of experience at leading FMCG and Medtach companies, delivering business results while building outstanding frameworks to ensure long-term success. Visionary strategist, identifying and pursuing new business opportunities to drive significant market share and profit growth, and move companies forward. Results-driven director, strengthening business fundamentals and optimising processes to improve bottom line. Dynamic leader, inspiring and motivating top performing teams to deliver on all targets and goals. Impressive track record of consistently building up businesses and generating unprecedented results. 

Areas of expertise include:
Strategic Management • Brand Management • Portfolio Strategy •Consumer understanding • Communication Development •   New Product Launches • Commercial initiatives • Digital• Ecommerce • Entrepreneurship •  Business Development • P&L • Executive Decision Making • Problem Solving  •  Relationship Building • Communications  • Creativity •  Multifunctional Team  Leadership • Coaching •Advanced Trainer •Advanced Negotiation

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The Battle

Jason Chappel

Michele Noce

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