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

PANGAIA

Head of Growth

LØCI

Joined LØCI as Head of eCommerce, leading their Digital & eCommerce teams alongside the DTC growth strategy for the business.

Head of Ecommerce

ThruDark

Working with an investment of Clark Group leading their Digital & eCommerce division. 

I lead all Digital & Ecommerce functions within the business as well as being responsible for budgets & reporting at a board level, as well as leading the team working with the Co-Founders to continue to grow the business worldwide.

ThruDark has grown exponentially in the last 3 years growing by over 300% YOY, scaling from a start-up to now a player in the global outerwear market.

Digital & Ecommerce Lead

Since January 2020 I have led the marketing & eCommerce team at ThruDark.

Head Of Growth Marketing

Clark Group

Working with the Clark Investment Group, heading up the growth marketing team, working with multiple brands to deliver their digital marketing strategy in the hospitality, e-commerce & retail sectors. 

The team currently works with a number businesses mainly in boutique DTC e-commerce, including Thrudark, Bremont, The Bike Shed, PRESS Health Foods, Wild Nutrition, The Relaxed Pub Co, Connock London & Coach House Inns.

We provide unrivalled support in digital marketing, ecommerce/web and PR to help businesses sustainably grow, whether that being in 1 channel or across the board.

Head of Growth Marketing

Digital Marketing Consultant

Mejor Clothing

In July 2017 I developed a concept for a men's clothing brand Mejor, which is a high-end menswear brand. I was solely responsible for the business until April 2018 when my business partner joined and went silent partner in December 2019.

Contact: management@mejorclothing.com

Marketing Director

The Video Club

I worked as a Digital Marketing manager of The Video Club, a product of Bafta & Oscar accredited Treehouse Digital, offering regular, quality video content to businesses around the UK & Ireland. Covering stakeholder management, performance marketing, social media, events, project management & account management of key accounts, I was the figurehead of video marketing strategies for the businesses we associated with.

Digital Marketing Manager

Fuse Digital Marketing UK

During my time freelancing I used this to work with several businesses to develop their digital marketing strategy, whether that was in traditional marketing or digital. I also strategically ran marketing campaigns within websites, SEO, social & PPC campaigns for 5 businesses during my time freelancing whilst completing two short term contracts, during this allowed me to have the flexibility to develop my core business at the time - Mejor Clothing.

Founder/Consultant

Dentons Digital

I moved to work for Dentons digital as a Digital Development Manager, part of the Dentons directories group to help build their already growing digital department in the South and West areas of the UK. 

During this role I would consult on digital marketing products for key accounts, curate strategy & project manage/carry out aspects of their marketing/commerce requirements covering - Websites, SEO, PPC, Social Media Marketing & Advertising.

Digital Development Manager

Renault Group

I worked at Renault during a very dynamic time in their history, during the release of Dacia, Renault Zoe and many other exciting vehicles. I was paramount to the day to day running of the showroom, curating and running in house marketing activity, organisation of quarterly events whilst exceeding sales targets and generating the highest profit margins possible across new & used car ranges.

Sales & Marketing Executive

Currently working with Clark Group, working with multiple brands to deliver excellent digital marketing activity & awareness in the hospitality, e-commerce & retail sectors.

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

Didn’t drop the mic at NXT Summit… but did drop the bass later that night (cheers Neil) in a very unexpected B2B with that Gorgias Scottish man! 😅 

Amsterdam delivered as usual, last year I attended as a brand but this year felt more like home. 

An unreal few days repping the Swap team (Victoria, Max, Jemma, Lara, Ellie & Ben all smashed it!) leading the conversation how they’re reshaping eCommerce around AI-driven eCommerce ops, and the real connective tissue between cross border, inventory and post purchase.

Massive respect & admiration to Vollebak (Andrew & Trojan) and Lucy & Yak (Jonathan & Hannah) two of the most forward-thinking brands out there - for jumping in on stage and bringing it to life. The energy around how Swap is building the agentic commerce layer brands have been waiting for was unreal.

Great to catch so many friends and other brands I work with too the DEMA crew (Marcus, Henrik, David, Fanny, Taimur & Jessika) and Brandback (Chris, Wlad, Brian) all dropping heavy insight on Commerce Analytics, measurement (alongside exciting news around Agentic analytics), resale and AI visibility.

Huge shoutout to Martijn & the Ask Phill team for putting on an absolute world-class event. 

NXT keeps levelling up and firmly putting the Netherlands on the map as one of Europe’s most exciting eCommerce hubs.

#SwapCommerce #NXTSummit #AskPhill #EcommerceInnovation #AIFirstCommerce #ShopifyPlus #EcomOps #AgenticCommerce #AmsterdamTech #CrossBorderEcommerce

Directing High Growth | Success in 10+ Luxury Brands | Strategic SaaS Advisor

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A big one for brands on Friday - in collaboration with the Digital Leaders Club *Powered by Blu Digital!

The Pre-Black Friday Playbook – Winning the Incremental Game

Before the chaos hits, I want to help brands sharpen their edge. 

This session is all about going into Q4 with clarity and control - not panic, they'll be something in there for every operator & every size of brand.

I’ll be walking through how leading eCommerce & Digital teams are using the weeks before Black Friday to plan smarter spend, attract better customers, and create growth that actually compounds.

We’ll cover:
🚀 How to test channels early and see where your next incremental sale truly comes from.
🚀 How to measure what’s really working - beyond platform ROAS and monitor your Channel health index.
🚀 How to balance discounting with profitability and lifetime value.
🚀 How to build customer quality scores to focus your spend on the right audiences.
🚀 How to fix the cracks in conversion and checkout before the rush hits.
🚀 How to use CX - returns, delivery, service - as a growth lever, not just a cost centre.

This will be a practical, open session for anyone trying to make Q4 work harder - grounded in data, experience, and real operator insight.

If you'd like to join, DM myself or Jack to get the exclusive access link.

#eCommerce #BlackFriday #Growth #PerformanceMarketing #MarketingStrategy #DTC #DigitalCommerce #CustomerExperience #Conversion #Q4Prep #MarketingInsights #Shopify

📷 by Fanny / Jessika co-staring (p.s. I know this isn't Instagram...)

Another year, another wave of rising costs and brands are feeling it everywhere.
 
Paid media is inflating. Shipping is tightening. Ops are overloaded. Unit economics are under pressure in the US and EU at the same time.

And now the EU is scrapping the €150 duty exemption in 2026.
 
This isn’t a minor rule change. It rewrites the cross-border playbook.
📦 Every parcel into the EU (yes, even under €150) will attract customs duties
🚧 New e-commerce handling fees drop later in 2026
💸 CAC, logistics, returns and fulfilment costs all trending upward
⏱ Customer expectations haven’t softened - they’ve accelerated as we move into a new era of Commerce.

What brands should actually be doing right now:
🔍 Dial in duty + tax accuracy so landed costs are predictable, not guesswork
🎯 Make paid media work harder - incrementality, CAC guardrails, channel & customer quality scoring
🛒 Upgrade CRO and user journeys - clarity, transparency, friction removal
🌱 Build low-CoS growth engines - AEO, SEO, community, creators, affiliate, referral loops to bolster your higher CaC channels
💰 Stress test pricing architecture before these regulations hit your P&L
🚚 Tighten fulfilment logic so new customs workflows don’t destroy CX

And here’s the truth no one wants to say out loud, most brands aren’t set up to handle the most basic of the above - the calculations, reconciliations, duties, taxes and cross-border logic this shift requires.

Swap is, & can get you there, fast. 

They've built the infrastructure that makes all of this predictable.
 
Duty accuracy. Tax calculation. Landed cost reconciliation. Country logic.
 
All automated. All compliant. All operationally clean.

If you want the breakdown of exactly how the 2026 rules impact your brand and what setup you actually need to stay margin-positive I’m dropping it in the comments.

#ecommerce #d2c #globalcommerce #shopifyplus #crossborder #internationalexpansion #retailtech #ecomops #growthmarketing #swapcommerce

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

Black Friday used to feel like an event. A bit of chaos, a bit of theatre. Now it’s a month long promo marathon where the “rules” change by the day, everyone launches early, and the whole thing feels a bit… tired. As a consumer, you barely notice it anymore. 

As a merchant, you mostly feel the blood drain from your face.But this year feels different - genuinely different. Almost like a collective turning point (for some).

For years, a handful of brands have been quietly testing smarter approaches: lighter incentives, value led campaigns, real community moments. But this is the first year I’ve seen it at scale. More teams have finally realised that racing to the bottom on discounts doesn’t guarantee results. There’s always someone willing to go lower, and that’s not a strategy - it’s an obituary.

What’s interesting is what’s replacing that mindset. Brands like about:blank, PICANTE, Finisterre and others are treating BFCM as a demand generation moment, not a margin bonfire. They’re building reward-led journeys for customers who actually want to be part of the brand, not just show up for a 40%-80% *Yes, 80% 🤦‍♂️ * off sticker. It’s a smarter value exchange with far less self-harm.

And underneath that, the metrics have changed. Instead of worshipping CPA/CAC with a 3 month payback like it’s the only KPI that matters (or ROAS 😮‍💨, don't get me started on that one), the better brands are evaluating customer quality, channel health, epROAS and long-term payback. 

They’re finally treating Black Friday as an acquisition play with longevity, not a frantic weekend of buying the cheapest traffic possible - which let's be honest, has and won't ever be sustainable.

It’s more measured, more creative, and far more sustainable. And in a landscape where the playing field is no longer fair and the charm has all but evaporated, this shift feels overdue.

Black Friday isn’t disappearing - far from it, but it is evolving. The next few years will get more immersive, more experiential, and a lot less bloodbath.

For the good of the industry, I hope this year really is the moment we look back on and say, “That’s when brands got smarter.” 🤩 

#ecommerce #shopify #blackfriday #bfcm #growthmarketing #brandbuilding #retailstrategy #demandgeneration #customeracquisition #performancecommerce #digitalcommerce #marketingstrategy

It’s kind of magic when the The Business of Fashion State of Fashion report basically describes a product without naming them.

The State of Fashion 2026 makes one thing clear: AI is the biggest commercial opportunity ahead for brands, but most initiatives still fail to scale or move the P&L.

DEMA have broken down the report and added their take on why that gap persists. The real blocker isn’t ambition or ideas. It’s the data foundation underneath everything.

Cohesive AI models combined with a solid data foundation are the key to unlock impact.
 
Driving the next best commercial move, not just another report.

The State of Fashion 2026 makes one thing clear:
AI is the most significant opportunity ahead, yet most initiatives still fail to scale...

We broke down the report and added our perspective on why the gap persists and what it actually takes to make AI deliver commercial impact.

The core issue is not ambition. It’s the data foundation.

Credit to BoF x McKinsey for the original report. Master piece as always and worth reading: https://lnkd.in/dr-sgiN8

This is Dema’s take on what the industry should do next.

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