Freelance ecommerce growth specialist 10 years leading D2C brands Free 30-minute growth review Book →
Ecommerce growth specialist · UK

I've scaled D2C brands to £22M a year. Yours is next.

I'm Shibi, a Leicester-based ecommerce specialist with 10 years leading D2C growth. I build stores, launch marketplaces and run the ads, SEO and CRM that grow them. I work with two kinds of business: online pharmacies and clinics, and fashion and footwear brands.

I run a pharmacy or clinic I run a fashion or footwear brand
Leicester, UKUK & international brandsEngineer turned growth lead
Available for new clients
Results ledger
£1M → £22Mrevenue / yr
£400K → £3.5MAmazon channel
10+marketplaces enabled
£20Kpeak ad spend / day
Leading ecommerce10 years
10+Marketplaces enabled
20Person team led
4Brands led
10 yrsIn ecommerce
Who I work with

Two sectors. Deep experience.

Pick your sector to see the services, process and results that apply to your business.

Online pharmacy & health

Pharmacies, online clinics and supplement brands

  • 01Online clinic websites and consultation flows
  • 02Custom pharmacy software: prescriber portals, PMR, patient apps
  • 03Compliant ads, SEO, CRO and CRM for regulated treatments
  • 04Weight loss, hair loss, HRT, TRT, sexual health and more
See pharmacy services → Fashion & footwear

Fashion, streetwear, sportswear and footwear brands

  • 01Shopify builds and replatforming
  • 02Amazon, eBay, Zalando, Next and other marketplaces
  • 03Meta, Google and TikTok ads that scale profitably
  • 04CRM, CRO and trading for high-volume D2C
See fashion services →
Services

What I can do for your brand.

Pick one service or combine several. Click any service to see exactly what's included and the results I've delivered with it.

Growth audit & plan

Find where your store is losing money and what to fix first.

  • Full store, CRM and ads review
  • Prioritised 90-day plan
  • Quick wins you can act on now
How it works →

Website management

Your store run properly, day to day, without you chasing it.

  • Products, promotions and content
  • Developer and release management
  • Speed, QA and app health
What's included →

Shopify builds & replatforming

New stores and migrations planned and delivered without losing sales.

  • Magento or custom to Shopify
  • Integrations with WMS, ERP and CRM
  • Tracking set up correctly
What's included →

CRM, email & retention

Turn first orders into repeat customers on Klaviyo, Brevo or Ometria.

  • Automation flows built for you
  • Segmentation and campaigns
  • SMS, WhatsApp, push and loyalty
What's included →

CRO & personalisation

More orders from the traffic you already pay for.

  • Funnel and UX research
  • A/B testing programme
  • Personalised onsite content
What's included →

Paid media strategy

Profitable Meta and Google growth, with agencies held to account.

  • Budget and channel planning
  • Creative testing frameworks
  • Agency management
What's included →

Marketplace launch & growth

Sell on Amazon, eBay and fashion marketplaces without hurting D2C.

  • Channel setup and listings
  • Amazon optimisation and ads
  • Pricing and stock control
What's included →

Affiliates & partnerships

New customers from publishers and partner brands at a set cost.

  • Awin programme setup
  • Publisher and agency management
  • Brand partnership outreach
What's included →

SEO & content

Rank for the searches your customers actually make.

  • Technical SEO fixes
  • Collection and product page SEO
  • Content plans
What's included →

Trading & operations

A trading rhythm that keeps stock, promotions and service in step.

  • Trading calendar and reviews
  • Stock and fulfilment planning
  • KPI dashboards
What's included →

Team & agency setup

The right people and agencies, with clear owners for every channel.

  • Team structure and hiring
  • Agency selection and briefs
  • Ways of working and reporting
What's included →

Fractional Head of Ecommerce

Senior ecommerce leadership a few days a month, without the full-time hire.

  • Owns your ecommerce plan
  • Leads your team and agencies
  • Reports to you on results
How it works →
Brands I've led

Four brands.
One growth
lead.

Fashion, performance wear and online pharmacy brands where I led ecommerce growth. Open any brand for the full story, or ask for detailed case studies on a call.

justhype.co.uk
£1M → £22M
Revenue per year

HYPE

UK fashion brand · Jan 2017 – May 2024
  • Grew revenue from under £1M to £22M a year.
  • Replatformed from Magento to Shopify.
  • Launched Amazon, eBay, Next, Zalando, John Lewis and Walmart, building marketplaces to about £8M, with Amazon at £3.5M.
  • Directed paid media at £10–12K a day, peaking at £15–20K, mostly Meta and Instagram.
  • Moved fulfilment into a 120,000 sq ft warehouse with a new WMS.
  • Led a team of 20 people across ecommerce, customer service and the warehouse.
  • Managed the website day to day, from merchandising to releases.
ShopifyOmetriaKlaviyoVWOMarketplaces
yourmedicals.co.uk
+67%
Revenue growth in 12 months

YourMedicals

UK online pharmacy · Jul 2025 – present
  • Joined an eight-month-old D2C business and built the whole ecommerce function in under 18 months, growing it into an eight-figure online pharmacy.
  • Set up in-house IT, customer service and paid media teams, now 20 people, and brought in an agency to run affiliates.
  • Cut ad waste by 47% to fix efficiency, then scaled to £180K in managed ad spend on a profitable footing.
  • Grew eBay revenue 2.2× and lifted Amazon sales by 10–15%.
  • Moved CRM from Klaviyo to Brevo: email, SMS, WhatsApp, push, loyalty and wallet passes on one platform.
ShopifyBrevoAwinMeta + GoogleAmazon
switchpharmacy.co.uk
New build
Shopify store, affiliates and partnerships

Switch Pharmacy

UK online pharmacy · 2026
  • Led the new Shopify Advanced build, including a custom pharmacy portal.
  • Set up the Awin affiliate programme and recruited voucher and cashback publishers.
  • Launched a TopCashback promotion on weight loss treatments through Awin.
  • Ran outreach to UK supplement and home blood test brands to extend the range.
Shopify AdvancedAwinTopCashbackPartnerships
xplosiveape.com
Custom → Plus
Replatform to Shopify Plus

Xplosive Ape

UK performance wear brand · 2024
  • Joined on an equity basis to lead ecommerce for the gym wear brand.
  • Led the move from a custom platform to Shopify Plus.
  • Set up the ecommerce structure, channels and tooling around the new store.
Shopify PlusReplatformD2C
Work with me

Three ways to work together.

Start small with an audit, bring me in for a fixed project, or have me lead your ecommerce on an ongoing basis.

One-off

Growth audit

A deep review of your store, CRM, ad accounts and channels, turned into a clear plan.

Best for brands that know they could grow faster but aren't sure where to start.
  • Conversion, CRM, paid media and channel review
  • Prioritised 90-day growth plan
  • Walkthrough call with you and your team
Ask about an audit
Fixed scope

Project

One clear outcome, delivered end to end with a set scope and timeline.

Best for a specific job such as a migration, a CRM build or a channel launch.
  • Shopify build or replatform
  • CRM setup or platform migration
  • Marketplace or affiliate launch
Discuss a project
Ongoing

Fractional Head of Ecommerce

I lead your ecommerce a set number of days each month, working with your team and agencies.

Best for growing brands that need senior leadership before they're ready for a full-time hire.
  • Owns strategy, targets and the trading plan
  • Manages website, team and agencies
  • Monthly reporting to founders or the board
Book an intro call
Free growth review

Thirty minutes. No pitch deck.

Send me your store URL. I'll look at your site, your retention setup and your channel mix before we speak, then tell you the three changes I'd make first.

  • 01Conversion leaks on product, cart and checkout pages
  • 02Missing or underperforming CRM flows
  • 03Ad spend efficiency and channel mix
  • 04Marketplace and affiliate opportunities
Services in detail

What's included, service by service.

For each service: what I'll set up for you, how I run it, and the results I've delivered doing it.

Website management

I've managed the website for every brand I've led: HYPE, YourMedicals, Switch Pharmacy and Xplosive Ape. I keep your store accurate, fast and selling, and manage the developers, apps and releases behind it.

Shopify PlusShopify AdvancedMagentoGA4Search Console
4 brandsWebsites managed day to day

Day-to-day running

  • Product and collection setup, with accurate prices, stock and content
  • Promotions and offers set up and tested before launch
  • Homepage and banner merchandising tied to the trading plan
  • Landing pages for campaigns, launches and seasonal events

Releases & developers

  • A clear website roadmap and prioritised backlog
  • Briefing and managing developers and agencies
  • Testing every release on mobile and desktop before go-live
  • Fast triage and fixes when something breaks

Performance & health

  • Site speed and Core Web Vitals monitoring
  • Checkout, payment and tracking checks
  • App audits to cut cost and bloat
  • Theme updates without breaking customisations

Compliance & control

  • Cookie consent and UK GDPR setup
  • Accessibility checks on key journeys
  • Regulated content and checkout flows for pharmacy sites
  • Staff and agency access managed securely

Shopify, tech & integrations

I was a software engineer before I moved into ecommerce leadership. I can scope, review and build the technical side myself, which makes projects faster and cheaper.

ShopifyShopify PlusReactNode.jsPHPAWS
Magento → ShopifyFull replatform led

Platform

  • Replatforming and data migration, including Magento to Shopify
  • Theme builds, app selection and app clean-ups
  • Page speed and Core Web Vitals improvements

Integrations

  • WMS, OMS and ERP connections
  • Marketplace connectors and feed tools
  • CRM, loyalty and review platform integrations

Tracking & data

  • GA4 ecommerce tracking and server-side tagging
  • Consent mode and pixel setup for Meta and Google
  • Trading dashboards the whole team can read

Custom builds

  • Custom features in React and Node.js
  • Shopify apps built and launched on the App Store
  • Technical specs that developers and agencies can deliver against

CRM, email & retention

Ten years implementing and running Ometria, Klaviyo and Brevo. I build the full lifecycle: automation, segmentation and campaigns that turn first orders into repeat customers.

KlaviyoOmetriaBrevoSMSWhatsAppPush
3 platformsImplemented end to end

Automation flows

  • Welcome series with split-tested first-order incentives
  • Browse, cart and checkout abandonment with dynamic product blocks
  • Post-purchase education, review requests and cross-sell
  • Replenishment reminders timed to each product's usage cycle
  • Win-back and lapsed customer journeys
  • VIP, loyalty and sunset flows to protect list health

Segmentation

  • RFM (recency, frequency, monetary value) tiers
  • Lifecycle stage: new, active, at risk, lapsed
  • Product and category affinity for relevant offers
  • Predicted lifetime value and churn risk
  • Acquisition source and first-product cohorts
  • Engagement-based sending to protect deliverability

Campaigns

  • Monthly campaign calendar tied to the trading plan
  • Subject line, content and send-time A/B testing
  • Launches, seasonal drops and promotional events
  • Multi-channel sends across email, SMS, WhatsApp and push
  • Loyalty programmes and Apple and Google Wallet passes

Deliverability & migration

  • SPF, DKIM and DMARC setup, plus domain warm-up
  • List hygiene, consent capture and UK GDPR / PECR compliance
  • Revenue attribution and CRM reporting
  • Platform migrations without losing flows, data or revenue, including Klaviyo to Brevo

CRO & personalisation

Three and a half years implementing and running VWO and Cooee. I run a structured testing programme, not one-off tweaks, so every change to the site is backed by data.

VWOCooeeGA4HeatmapsSession recordings
3.5 yearsContinuous testing programme

Research

  • GA4 funnel and drop-off analysis by device and traffic source
  • Heatmaps, scroll maps and session recordings
  • On-site surveys and exit polls
  • Customer service tickets and reviews mined for objections

Testing

  • Hypothesis backlog prioritised by impact, confidence and effort
  • A/B, split-URL and multivariate tests
  • Sample size and significance checks before calling a winner
  • A test log so learnings compound rather than get lost

Where I test

  • Homepage hierarchy and navigation
  • Collection filters, sorting and merchandising
  • Product page layout, imagery, social proof and delivery messaging
  • Bundles, cart upsells and free-delivery thresholds
  • Checkout friction and mobile UX

Personalisation

  • Content by segment: new versus returning visitors
  • Messaging matched to traffic source and campaign
  • Product recommendations from browsing and purchase history
  • Onsite offers coordinated with CRM journeys

Paid media strategy

I set the strategy and direct agencies and media buyers on Google, Meta, Microsoft and TikTok, focused on profitable growth. For pharmacies, that includes getting ad accounts certified and running campaigns that stay within medicines advertising rules.

MetaGoogle SearchShoppingPerformance MaxMicrosoft AdsTikTok
£15–20KPeak daily spend directed

Strategy

  • Budget allocation by blended MER and CAC, not platform ROAS alone
  • Separate targets for new and returning customers
  • Channel mix planning across Google, Meta, Microsoft and TikTok
  • Compliant, condition-led campaigns for pharmacy and health brands
  • Seasonal scaling plans tied to the trading calendar

Creative & landing pages

  • Structured creative testing: hooks, formats and offers
  • Briefs that turn winning angles into new creative quickly
  • Dedicated landing pages matched to each campaign
  • Product feed optimisation for Shopping and Performance Max

Certification & agencies

  • Google online pharmacy certification and LegitScript for Meta
  • Clear KPIs, weekly reviews and accountability
  • Independent checks on agency-reported results
  • Briefing agencies on PPC, affiliates and email

Efficiency

  • Cut YourMedicals ad spend by 47% to remove waste
  • Then scaled to £180K in managed ad spend on a profitable footing
  • Used CRM to lift repeat revenue so acquisition cost goes further

Marketplaces

I've launched and scaled six marketplaces for one brand and grown established channels for another. I treat each one as its own P&L, with its own pricing, stock and content.

AmazoneBayNextZalandoJohn LewisWalmart
~£8MMarketplace revenue built

Launch

  • Channel selection, onboarding and account setup
  • Product feed mapping and listing creation at scale
  • Stock and order sync with Shopify and the WMS

Amazon

  • Listing optimisation and A+ content
  • Amazon Ads strategy and oversight
  • FBA and seller-fulfilled planning
  • Account health and returns management
  • Grew Amazon from £400K to £3.5M at HYPE

Trading

  • Channel-specific pricing and promotions
  • Stock allocation to protect D2C margin
  • Weekly channel performance reviews

Team

  • Hired an Amazon specialist and an in-house trade manager
  • Grew eBay revenue 2.2× at YourMedicals
  • Lifted Amazon sales 10–15% at YourMedicals

Affiliates & partnerships

I set up affiliate programmes and direct the agencies that run them day to day, so new customers come in at a controlled cost. I also build brand partnerships that add range and reach.

AwinContentCashbackVoucherBrand partners
Agency-ledProgrammes set up and directed

Programme setup

  • Awin programme setup, tracking and validation
  • Commission structures that pay more for new customers
  • Terms, brand guidelines and creative packs for publishers

Publisher growth

  • Recruiting content, review, cashback and voucher publishers
  • Exclusive offers and placement negotiations
  • Regular publisher reviews to cut low-value traffic

Partnerships

  • Outreach to complementary brands for collaborations
  • Range extension by stocking partner products

Control

  • Deduplication against paid media and CRM
  • Order validation and fraud checks

SEO & content

I own SEO as part of the ecommerce function, combining technical fixes with content that matches how customers actually search.

Technical SEOSchemaContentSearch Console
OwnedAlongside paid and CRM

Technical

  • Crawl audits, redirects and duplicate content fixes
  • Site structure and internal linking
  • Product and review schema markup

Commercial pages

  • Collection and category pages built around search demand
  • Product page copy that ranks and converts

Content

  • Content plans built from keyword and customer research
  • Compliant health content for regulated pharmacy sites

Migration safety

  • Redirect mapping to protect rankings during replatforms
  • Post-launch monitoring in Search Console

Trading, operations & service

Growth only lasts if stock, fulfilment and customer service keep up. I run trading day to day and connect it with the warehouse and service teams.

Trading calendarWMSKPIsCustomer service
120,000 sq ftWarehouse move supported

Trading

  • Annual trading calendar with promotions and launches
  • Daily trading reviews against targets
  • Pricing, offer and margin management

Operations

  • Stock planning with buying and warehouse leads
  • Warehouse move and WMS rollout
  • Daily stand-ups across service, warehouse and buying

Customer service

  • Built an in-house service team from scratch
  • Response-time targets and escalation routes
  • Feeding service insight back into CRO and product

Reporting

  • KPI dashboards for owners and the CEO
  • Channel-level P&L visibility

Team & agency leadership

I build teams and the processes behind them. I led a 20-person team at HYPE, and I now lead 20 people across ecommerce, IT, paid media, SEO and customer service at YourMedicals, reporting to the CEO.

HiringStructureAgenciesReporting
20 peopleTeams built and led

Building teams

  • Org design for a growing ecommerce function
  • Hiring specialists where in-house beats agency
  • Onboarding and clear ownership for every channel

Ways of working

  • Weekly targets and daily stand-ups
  • Shared dashboards so everyone sees the same numbers

Agencies

  • Selecting and briefing PPC, affiliate and email agencies
  • KPIs, reviews and honest performance checks

Leadership

  • Reporting to the CEO and brand owners
  • Turning commercial goals into channel plans
Process

Five steps, every client.

Each engagement starts with data and ends with a team that can keep the results going.

Step 1

Audit

I review your store, analytics, CRM, ad accounts and channels to find where revenue is leaking.

Step 2

Plan

A 90-day plan with clear priorities, targets and owners, ranked by impact.

Step 3

Fix the basics

Tracking, core CRM flows and the biggest conversion leaks come first.

Step 4

Test & build

Structured tests, new channels and campaigns, measured week by week.

Step 5

Scale

Grow what works, cut what doesn't, and hand over a team that can run it.

Tech

An engineer who sells.

I started as a programmer for companies in the UK, US and Dubai. That means I can scope pharmacy software properly, lead my development team and build things myself.

Stack I work with

ShopifyShopify PlusLiquidReactNode.jsPHPAWSMagentoGA4VWOCooeeKlaviyoOmetriaBrevoAwinMeta AdsGoogle AdsAmazon Seller Central

Shopify apps I've built

PD

Perfect Datastack

Import and export store data with flexible Excel workflows.

Live on the Shopify App Store · View app ↗
 PL

Perfect Morning Ledger

One daily report covering sales, refunds and product profit.

Live on the Shopify App Store · View app ↗
PS

Perfect Product Swatches

Colour swatches on product and collection pages, built to work with Shopify Sidekick.

Coming to the App Store
See all my apps on Shopify ↗
Get in touch

Tell me what you need.

Tick the services you're interested in, or just tell me where your business is today. I'll come back with an honest view of what it will take.

Based inLeicester, United Kingdom
Working withUK pharmacies, clinics and D2C brands
Services I'm interested in (none yet)
Pharmacy: launch your clinic
Pharmacy: custom software
Pharmacy: growth
Pharmacy: running your ecommerce
Fashion & footwear

I'll reply to the email you give here.