Alex Ashman

Alex Ashman’s CV

Work Experience

Group E-Commerce Manager @ Mobile Fun (Jan 2012 – Present)

  • Product Owner – Responsibility for quality, delivery and prioritisation of all E-Commerce related IT development
  • A/B Testing – Research, design and implementation of web optimisations to improve conversion rates, including statistical analysis and modelling of outcomes
  • Creative Direction – Responsible for wireframing, writing design requirements and liaising with external agencies for a diverse portfolio of E-Commerce sites
  • Usability Testing – Seeking constant improvements to B2C and B2B user journeys through monthly usability testing and monitoring of site-wide feedback mechanisms
  • Landing Page Optimisations – Deep analysis of and segmentation of data across SEO, PPC, Email, Affiliate, Re-marketing and all other channels to increase ROI

New Business Manager @ Mobile Fun (Sept 2010 – Dec 2011)

  • Magento – Responsible for the design, development and innovation of 3 Magento stores based on E-Commerce best practice in new markets
  • SEO – Keyword Analysis, Link Building strategies, blogger relations and on-site optimisations
  • PPC – Led the adoption of Google’s Adwords innovations, improving CPOs and overall orders volumes
  • Email Marketing Management – Established new designs and list segmentations to increase ROI

Management Consultant @ Deloitte (Sept 2008 – Aug 2010)

  • PPL – CRM Design Consultant – Design and configuration of as part of a wider technology transformation programme, to improve customer service, user journeys and operational processes
  • Really Useful Group – Digital Asset Management Designer – Requirements gathering across 8 departments, wireframing, and vendor selection and development of a company wide Digital Asset Management solution. Management of an archiving contractors.
  • BBC – Business Analyst – Developed Cost Modelling to help BBC Vision determine cost drivers for their websites across genres and channels
  • HMRC – VOIP Programme Management Office – Management of workstream and programme level reporting, risk and issue management based on PRINCE2 methodologies.

Co-Founder Online Marketing Consultant @ Good Web Practices (Sept 2007 – 2010)

  • Development of 10+ websites using Joomla! and WordPress for clients
  • Analysed and advised businesses on web marketing strategies, search engine optimisation, return on investment and website design.

Training and Qualifications

Google Adwords Qualified Professional
SCRUM Certified Product Owner
ITIL v3 Foundation Certificate in Service Management ADM 201 course
ISEB Diploma in Business Analysis
ISEB Diploma in Systems Development


University of Birmingham
MSc Economic Competitiveness and International Competition – Pass with Distinction
BA Business Studies and Spanish – 2.1 with Honours
Universidad de La Habana – Spanish and Economics

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