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.



Head of Product

Taste-making retailer END. pioneered the curation of high-end luxury with influential streetwear and grail-worthy sneakers. I’ve overseen the apps, features, redesigns and replatforms fueling END.’s quiet ascent from cult boutique to unicorn millennial mecca.

Cup & Card on desktop
Cup & Card on mobile

Lyle & Scott

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.
Lyle & Scott homepage on desktop
Lyle & Scott homepage on mobile
  • Launched French, German and Swedish language websites, coordinating all content translation and overseeing UX localisation including checkouts and payment options.
  • Replatformed to new ESP and overhauled html email templates, improving open, click through and conversion rate. Design, build, test and broadcast all emails, optimising for multiple browser types and devices, as well as personalising and segmenting using customer data.
  • Responsible for all online content including social media strategy, monitoring and asset creation; driving engagement, amplifying brand message, and expanding total fan base size.
  • Multichannel initiatives including loyalty, promotions, service and delivery integration.


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.
Smythson concept homepage on tablet
Smythson concept homepage on mobile



A fashion blog concept with a dose of gamification, collaborateorhate takes fashion collaborations to task by allowing users to judge with a thumbs up or down.

Collaborateorhate on tablet
Collaborateorhate on mobile

Cup & Card

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.

Cup & Card on desktop
Cup & Card on mobile

Universal Wares

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.

Universal Wares homepage on tablet
Universal Wares homepage on tablet



  • HTML5
  • CSS3
  • XML
  • PHP
  • JavaScript and jQuery


  • Responsive design
  • Adobe suite
  • Wireframing
  • Copywriting and editing
  • Social media content


  • Analytics
  • User research
  • Online marketing
  • Online merchandising
  • Segmentation & targeting


Scrum Alliance

Certified Scrum Product Owner

Agile Scrum terminology, practices and principles from a product manager’s perspective.

City University London

Online Publishing

  • Jointly taught by City’s esteemed Department of Information Science and Department of Journalism and Publishing.
  • Modules: Writing and Editing for online, Design and Layout, Web Applications Development, Information Architecture, User-centred Design and Information Law.


English Literature

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