Matthew Tyrrell

I'm a digital product leader with over 15 years experience encompassing product design, development, strategy, innovation, analysis and marketing. With particular expertise in ecommerce and fashion, I combine creativity with strong strategic and technical ability.

Ecommerce Manager

Menswear brand Lyle & Scott's 140 year heritage is a unique blend of luxury fashion, sporting achievement and youth counter-culture. I set the roadmap for Lyle & Scott's user experience, delivering a best-in-class online presence and quadrupling ecommerce revenue in the process.

• Redesigned digital products for desktop, mobile and tablet devices for multiple language sites, combining aesthetic refresh with UI/UX and usability improvements. Gained project support and buy-in from senior stakeholders up to board level. Project managed implementation completing on time and on budget. Conversion increased by 20% and AOV by 10%.
• Continuous improvement through analysis of relevant data such as analytics, user and competitive research, A/B and multivariate testing, UAT and best practice.
• Reengineered information architecture and navigation improving usability and SEO.

Ecommerce Content Manager

Customer-obsessed, famously disruptive and ominously ambitious, Amazon is the world's largest online retailer. Working in partnership with global brands, I used a data-driven approach to optimise the selling potential of everything from USB cables to ukuleles.

• Responsible for driving overall improvement in the look, feel, and navigation of stores, analysing and reporting on the effectiveness of those efforts.
• Worked with geographically dispersed teams to design, develop, launch and optimise new stores.
• Formulated content strategy including creating, commissioning and editing content.
• Ensured content was thorough, authoritative, SEO optimised and on brand.
• Coordinated high-profile Apple product launches, which meant publishing detail pages, complete with enhanced content, within an hour of Steve Jobs unveiling them for the first time.
• Used sophisticated customer segmentation, purchasing history and browsing behavior to send relevant, timely email campaigns.
• Executed large-scale meta-data project to add filtering navigation to stores improving the user experience and boosting conversion.

Ecommerce Content Editor

125 years, a Bond Street flagship and 3 Royal Warrants; Smythson is a truly British luxury brand. Initially hired as a copywriter, I rapidly became involved in all aspects of the online business including marketing and site optimisation.

• Produced and delivered compelling, commercial content across all online channels.
• Devised and facilitated new features including personalised and customised products.
• Developed UX improvements including overhauling the information architecture.
• Launched the first blog for a luxury brand increasing SEO reach and driving traffic.
• Drove Smythson’s early adoption of social channels (at a time when luxury was wary of social media), building a particularly influential following on Twitter.
• Planned, executed and analysed email marketing campaigns generating graphics and copy.

Cup & Card is a shamelessly hipster blog curating the best coffee shops I've visited from around the world. It uses a fully responsive WordPress theme that I built from scratch.

Universal Wares is a shopping site that curates products by country of origin. I'm designing and developing the site integrating live product data feeds.

English Literature

Grade: First Class. Dissertation: 80. Overall average: 73