An ECommerce specialist with over 12 years experience in web design & development, website management and online marketing, and a background in all elements of the marketing and promotional mix.

I combine creativity with strong analytical and technical ability; I am equally confident working with designers and programmers. I have proven experience of setting up, managing and promoting websites to deliver significant incremental sales. I live in Stepney, E1.

Freelance projects

Project-management & ecommerce consultancy for perfumes

  • Design & launch of a new Magento/ WordPress website
  • SEO, PPC, email campaigns (Dotmailer) & UX improvements leading to double digit sales growth
  • Integration with Sage; mentoring of customer services team in merchandising & content management; set up of third party sales channels

Magento and Google Analytics consultancy for National Theatre Bookshop

Technical support, marketing and content management for (bespoke fashion), (luxury childrenswear) and (luxury accessories)

Ecommerce consultancy & development of new Magento website for office furniture

Designed for a local artist

Designed and launched an online shop for children’s clothing

Project Managed the final design stage and launch of

Development of a new ecommerce website and online marketing strategy for

Development of a world music blog and com, an interactive online experience promoting a music album

Web design and online marketing consultancy for Computer Precision

Email campaign designs for Southbank Centre

Trustee of Hackney Singers choir, with responsibility for marketing & promotion of concerts (built a new WordPress website; literature design & production, email marketing using Mailchimp, social media and PR)

ECommerce & CRM Manager, LINLEY

Luxury furniture & accessories (May 2010 – Aug 2013, 4 days/ week)

Increased global online sales on by 200% through conversion rate, average order value & traffic improvements

Design and launch of a new website on a Magento/ WordPress platform, and optimisation of previous website using Venda platform

SEO, PPC, online PR, social media, email and direct marketing to 20,000 database

Management of the Ecommerce Assistant and Customer Services Associate

Integration of offline and online customer databases

Developed and implemented acquisition and retention strategies to support multi-channel growth online and in LINLEY’s four London shops

Ecommerce Manager, Oneida International

Viners & Oneida cutlery and cookware (Feb 2007 – Oct 2009)

Designed and launched, generating £700k annual sales for an initial spend of only £3k

Redesigned and launched, achieving 10x increase in conversion rate

Designed and launched the B2B website

Management of all aspects of design, development and promotion of the websites

  • Site design using in-house graphic designer & Evolve Ecommerce software
  • Optimization using Google Analytics & usability testing
  • Integration of orders and stock levels with back end systems
  • Online promotions & merchandising to maximize conversion rate & average order value
  • PPC advertising (Google & Yahoo) generating ~50% of sales
  • Search engine optimization: achieved top 3 positions for “cutlery” keywords through site design, link-building & online PR
  • Set up and management of Affiliates program through Affiliate Window
  • Design and broadcast of targeted email campaigns; management & segmentation of 20,000 email database, capture of email addresses

Marketing Manager, Cope & Timmins

Copes window furnishings (Aug 2004 – Dec 2006)

Responsible for all marketing activities, managing a small team and a £200k budget

Developed and launched three new trade and consumer websites (,, – no longer trading)

Managed the design, production and distribution of all marketing and product literature, including a 250-page product catalogue and price guides listing over 4000 products

Developed and launched innovative new products and point-of sale solutions

Introduced a new PR strategy, corporate logo and branding

IT skills

Web design & project management

Magento & WordPress


Online advertising & SEO

Email design & marketing

Google analytics

Advanced data management and analysis skills, using Excel and Access

Photoshop, InDesign and Quark Xpress

Marketing skills

Search engine marketing (SEO, PPC, Affiliates)

Email marketing

Online promotions & merchandising

Database segmentation and targeting

Multi-channel retail strategy

Consumer and market research

Online and offline PR


Managing agencies

Literature design and production

Product management & product development


Interior design and architecture, which I have explored through courses and activities in my free time

I play flute, organ and piano to advanced standard, and sing in Hackney Singers

I teach piano to over 20 4-7 year old pupils at Green Gables Montessori School in Wapping (two afternoons a week, since Sept 2013).

Travel; I have travelled extensively throughout Europe, Asia and North America

Sports; I enjoy cycling, running, climbing and sailing

Full CV (PDF)

Feb 18, 2010 | Posted by | Comments Off
© Helen Coupland 2014