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

Ross Allsop

I'm a growth expert with over a decade of experience helping brands navigate the ever-evolving world of direct-to-consumer (DTC) and luxury retail - now working within the same luxury retail but coupling up my experience to help scale SAAS brands. 

I’ve had the privilege of working with more than 12+ incredible consumer brands names like ThruDark, PANGAIA, Bremont, LØCI, Sweaty Betty and Wild Nutrition - crafting strategies that turn big dreams into tangible results.

My sweet spot? Scaling businesses across borders while making it look effortless (it rarely is, but let’s keep that between us). Whether it’s building an omnichannel strategy from scratch across eCommerce, acquisition &amp; retention, I optimise performance to squeeze out every last bit of ROI and guiding brands into sustainable growth in their home & international markets, thriving on turning complex challenges into simple, actionable wins.

I’ve spent years perfecting the art of Shopify Plus helping brands not only master the platform but also push it to its limits. From enhancing conversion rates to executing multi-region launches, I’ve got a knack for making tech and strategy work seamlessly together.

What sets me apart is my background in private equity of which I'm extremely grateful for. It’s taught me to think beyond just top line growth and focus on driving value at every level whether it’s delivering for customers, teams, or stakeholders. I know how to balance the big picture with the nitty gritty details, and I believe the best strategies are the ones that actually get implemented, not just filed away in a slide deck.

At the heart of it all, I’m passionate about helping brands achieve sustainable growth that stands the test of time. I love partnering with businesses that are ready to take the leap into new markets or redefine their approach to existing ones. 

My style is collaborative, hands-on, and results-driven (and if we can share a laugh along the way, even better).

If you’re ready to think big, go global, and make your mark, let’s connect. Drop me a line at ross@pion333rs.com whether it’s for free advice, collaboration, or just to chat about the fascinating world of DTC growth.

Head of Ecommerce

I have recently joined LØCI as Head of eCommerce, leading their Digital & eCommerce teams alongside the DTC growth strategy for the business.

Most e-commerce brands don’t have a performance problem.

They have a commercial one.

I sat down with Grebban & the incredible Marina to break down what I believe actually drives sustainable growth beneath the dashboard and why so many brands are optimising the wrong things.

After years across agency, private equity, and operator roles, the pattern is consistent: Brands chase ROAS and topline 🏃‍♂️ 
 …but ignore CQS, lifecycle marketing, pricing strategy and CM3. 

ROAS and revenue aren’t outcomes. They’re symptoms. If margin, repeat rate, and payback aren’t improving as you grow, you’re not scaling a business. You’re scaling fragility.

In the piece, I go deeper on:
🟡 Why “performance marketing” is rarely the real problem
🟡 What healthy scaling actually looks like (commercially, not just in-platform)
🟡 How to properly balance brand investment and performance spend
🟡 Where AI is genuinely creating leverage today vs where it’s hype
🟡 Why clean product data and a structured catalogue are becoming a competitive advantage
🟡 How measurement is shifting from ROAS/MTA → Incrementality, MMM, LTV and contribution
🟡 What brands get wrong when choosing platforms and building their stack
We’re moving into a world of adaptive storefronts, agent-led discovery, and fragmented distribution.

But the brands that win will still be the ones with strong fundamentals: 
Clear positioning, strong unit economics, and foundations built to scale.

If you’re serious about building a resilient, commercially sound e-commerce business, this is worth a read.

Full interview with Grebban here: https://lnkd.in/dHHRdp9W

Would love to hear what you agree or disagree with.

Marina, Anton, Linda are a commerce design & development rocketship from Gothenburg, Sweden - catch them at D-Congress in a few weeks 🚀  

#ecommerce #digitalcommerce #growthstrategy #uniteconomics #retention #customerexperience #pricing #AI #d2c #omnichannel

Here's a ridiculous AI image of me looking like Ron Burgundy, enjoy 🤍

Directing High Growth | Success in 12+ Luxury Brands | Strategic SaaS Advisor

The first episode of The New Commerce Order by Pion333rs is live.

This is the start of something new for us.

One of the ideas behind Pion333rs has always been community in, community out. We spend a lot of time speaking with operators across brands, technology companies, agencies and investors and the reality is there’s an enormous amount of practical knowledge that never really gets shared publicly.

The goal with this podcast is to change that.

Real conversations with people actually building modern commerce. What’s working, what’s changing, and how great brands are evolving their digital experiences without losing what makes them special.

To kick things off, I sat down with Rudy Ribardière, Senior Director of eCommerce at BA&SH, alongside Marie Neumann.

Rudy has spent years helping scale premium fashion brands across Europe and North America, and his perspective sits right at the intersection of brand, technology and commercial performance.

In this first episode we dig into:
🟢 How premium fashion brands scale globally
🟢 Protecting brand equity while driving digital performance
🟢 How ecommerce experiences are evolving
🟢 What actually matters when building commerce at scale

Super proud of this first episode, and a huge thank you to Marie and Rudy for helping bring it to life.

#Pion333rs
#TheNewCommerceOrder
#ecommerce
#fashioncommerce
#digitalcommerce
#retailinnovation
#operatorled
#founderstories
#commercecommunity

Episode 001 of The New Commerce Order by Pion333rs drops next week.

We’re opening with Rudy Ribardière - Sr. eCommerce Director at ba&sh and genuinely one of the best operators in luxury digital right now. 

Rudy is a top draw operator & incredible human all round. 

He’s built and scaled growth engines across A.P.C., SMCP (Sandro, Maje, Claudie Pierlot, Fursac) and now ba&sh - operating right at the intersection of brand, performance, CRM and customer experience. He knows how to take a European fashion brand and turn it into a high-performing, customer-centric North American business without eroding brand equity. 

That’s a genuinely rare skillset.

Commerce has shifted. Sustainable acquisition is getting harder by the month. Channels are either fragmented or over-indexed and plateauing. AI is changing how discovery happens and how people actually buy. And on top of that, global pricing, logistics and margin pressure are now front and centre for every brand.

And most teams still don’t have a clean view of their customer quality or commercial health.

MOST content in our space is either too high level to be useful or too tactical to be strategic. We’re building this to sit in the middle - operator to operator, no sponsors, no promotion. 

Top tier operators, talking about what’s actually working, what isn’t, and how the best brands are building modern commerce systems.

No fluff. No theory. Just real operators doing it at scale.

Join Marie Neumann & I as we premiere March 6th, 2pm BST / 9am ET (link below).

If not, it'll be available on Apple, Spotify and all major platforms.

If you’re building, scaling or investing in fashion, luxury or modern DTC - this is for you.

#TheNewCommerceOrder #Pion333rs #ModernCommerce #AgenticCommerce #eCommerce #DigitalGrowth #LuxuryRetail #FashionBusiness #Omnichannel #CRM #CustomerCentric #AIinCommerce #DTC #RetailInnovation

How I felt logging on this morning…
 
Jokes. I just love Anchorman.

But in actual news - U.S. tariffs are moving again.

The Supreme Court has struck down tariff authority under IEEPA, and the administration has now shifted to Section 122 of the Trade Act of 1974, introducing a temporary 10% ad valorem tariff.

What’s meant to change:
🟡 IEEPA-based tariffs are terminated (International Emergency Economic Powers Act if like me you have no 'effing' clue what that means)
🟡 A 10% Section 122 tariff goes live February 24 at 12:01 a.m. EST
🟡 Duration: up to 150 days
🟡 Section 232 (steel & aluminium - for those lovely watch brands I adore so much) and Section 301 (China) remain in place
🟡 Duty-free de minimis remains suspended for all shipments, regardless of value

Why this matters for operators:
🟡 Landed cost calculations will shift overnight
🟡 DDP strategies need recalibration
🟡 Small parcel economics get tighter
🟡 Compliance risk increases as rules transition
Brands are now waiting on formal CBP implementation guidance. Enforcement starts immediately, with agencies instructed to move away from prior IEEPA collections.

The good news - this is exactly what Swap is built for.
 
As soon as CBP releases technical instructions, Swap systems update automatically.

Commerce doesn’t just slow down due to these changes. It compounds, if your infrastructure can keep up.

#CrossBorderCommerce
#GlobalEcommerce
#Tariffs
#USImports
#TradePolicy
#DDP
#LandedCost
#SupplyChain
#EcommerceStrategy

A slightly painful, very real example of AI done… not brilliantly: ASOS.

I’m very pro-AI. 

But this week I’ve had a very human experience of what happens when it’s over-relied on.

I’ve got a £300 ASOS order that’s been floating around for well over a month.
No clear delivery date. No proactive updates. No obvious owner.

So you do what any normal person does - you try to contact them.
No email address I could find. The old care@asos.com? Gone.

You end up in a loop of agents, flows, help articles… and ZERO vibes. ASOS, historically, was one of the best in the game at this. Their CX, trade and merchandising engine is what built the brand.

It was slick, clear, and customer first. Right now, this feels like the opposite.

AI should enhance service, not remove access to it. It should shorten the path to resolution, not make it feel like a maze.

And then there’s the shipping side of it… DAP is not anybody’s friend.

Unclear duties, messy last-mile handoffs, no single point of accountability. Great for protecting margin in a spreadsheet, less great for actual humans waiting for their order.

This is exactly why we push brands toward:
🟡 Clear landed cost (DDP where possible)
🟡 Transparent delivery timelines
🟡 Proactive comms when things slip
🟡 And a proper human escalation path behind any AI layer

There’s also a huge opportunity here around returns for them, and post-purchase experience. This is literally where solutions like Swap exist (please contact them ASOS.com) and bring control, clarity and ownership back into that journey 🙌 

When it doesn’t, you end up with a £300 parcel somewhere in the ether and no way of speaking to a human about it just a continuous agent loop and a customer who'll likely never order again (I probably will though, nowhere else does Deus or Carhatt here).

AI is powerful. But CX is still, fundamentally, human at it's core. Brands that remember that will win - Jurgita was the best at remembering this in my career!

Yours sincerely, Karen (joking, no offence Karen's) xo

taplio

The Battle

Jason Chappel

Ross Allsop

Followers

Posts

Engagements

Likes

Performance ScoreRoss Allsop's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Jason Chappel

Ross Allsop

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ross Allsop's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRoss Allsop's LinkedIn Performance