Dave is an accomplished leader in eCommerce, Digital, and OmniChannel strategy with a proven track record of driving commercial growth, delivering digital transformation, and enhancing customer experience across a range of industries and international markets. With over two decades of experience spanning retail, luxury, consumer goods, and consultancy, Dave has consistently combined strategic vision with hands-on expertise to deliver outstanding results.

Dave began their career at HMV, where they successfully managed the £50m Oxford Circus flagship store before moving into digital. In this role, they spearheaded initiatives in conversion rate optimisation, web analytics, onsite navigation, and internal search, as well as introducing pioneering projects such as ratings and reviews, multivariate testing, and early digital download and streaming solutions.
At Clarks, Dave launched and then scaled the brand’s European eCommerce business from the ground up, growing revenues to £20m before stepping into the role of eCommerce and Digital Director for the UK and Europe. Leading a £100m turnover business with a 55-strong team, they oversaw five new EU sites, expanded into major marketplaces, and implemented advanced tools including Maxymiser, Content Square, and ShoeFitr to optimise performance. Notably Dave delivered double-digit profit growth for two consecutive years, improved conversion rates across all devices, and successfully led a major replatforming to SAP Hybris, delivered on time and on budget. Alongside this, they championed key OmniChannel innovations, including a new click-and-collect model, eReceipts, and the extension of fulfilment from distribution centres to the full retail estate.

Following Clarks, Dave built a successful interim and consultancy career, supporting businesses such as Datwyler, where they shaped digital product roadmaps, introduced trading disciplines, and advised on organisational design. As Interim Head of Global eCommerce and Digital for Puig-owned luxury fragrance brands Penhaligon’s and L’Artisan Parfumeur, [Name] achieved significant commercial turnaround—delivering sales and profit targets, growing full-price business by 50% year on year, and embedding eCommerce at the heart of brand strategy. They also oversaw a major website replatform to SAP Hybris and delivered innovative customer experience initiatives, including personalised fragrance profiling.

Additional consultancy projects included advising Pure Electric on marketplace strategy, where their recommendations informed the launch of Moose, a successful resale-focused brand.
Most recently, Dave founded and ran an independent online retail business, Elston & Son, specialising in West Country artisan food and drink. Leveraging BigCommerce and a suite of integrated digital tools, they achieved 100% year-on-year growth, before closing the business due to challenging market conditions for small independents.

Throughout their career, Dave has demonstrated exceptional commercial acumen, digital expertise, and leadership in building high-performing teams and delivering transformational change. Their breadth of experience across both established global brands and entrepreneurial ventures uniquely positions them to drive growth and innovation in the evolving digital landscape.