Throughout my career I’ve been lucky enough to work for some of the biggest brands in homeware, fashion and furniture. Building a reputaion as a digital leader who bridges the gap between brand, business, and consumer. I build teams and processes that are able to continuously launch & optimise consumer experiences addressing consumers biggest needs across digital channels, whilst driving net-sales growth.
I am always ready to take on the most complex and demanding challenges, with extensive experience in building new x-functional teams working towards shared objectives.
Hi I’m Phil,
Life Outside of Work
Originally from the Lake District in the UK, I moved to Amsterdam 10 years ago to start a family. My 2 kids keep me active in the community where I volunteer for the local sports clubs and enjoy training for marathons and open water swimming.
I am an accomplished DJ and record label owner who has been able to apply the skills from my career to develop new talent and launch physical products by releasing vinyl records.
Early Career
In the first 8 years of my career I worked closely with the same digital leader, moving companies every 2-3 years to transform brands from bricks-and-mortar to digital-first DTC companies. This gave me broad experience in how to set up and operationalize a digital business from scratch. From creating new fulfilment and distribution solutions, call centres, running photoshoots to managing marketing, activation, and site operations teams.
Time at adidas
STUDIO A
I continued to develop as a leader when I joined adidas. Originally joining the creative studio as lead producer. I successfully project managed the site redesign and replatform of adidas.com within my first year. During the product-led transformation, I established myself as part of the experience design leadership team. My background in setting up, operationalising & scaling new teams meant that I could enable the rapid growth of the experience design practice from 6 to 60 team members in the first 3 years.
To achieve the rapid scale-up, I built a team of producers, PMs, researchers, and designers to establish the Design Operations pillar within digital.
DESIGN-OPS & TOP CREATOR
Design-ops is here to make the product design process as effortless as possible, by providing the right tools, workflow & knowledge for the product teams. It’s made up of 4 key pillars (design system, culture & community, business operations, user research).
A key role of design operations is to develop a flexible design system that brings consistency and scalability to our website front-end. Because of this, my team was perfectly placed to take on a new opportunity to work with our external partners such as Yeezy & Ivy Park to translate their creative directions into unique shopping experiences that can scale on our enterprise-level tech stack. You can find out more about the Ivy Park launch and business impact on forbes, or explore the evolution of the yeezysupply website from ShowStudio
UPPER FUNNEL EXPERIENCE
Based on the success of the new partner experiences and my role as design and product leader, I took a new opportunity to lead the upper-funnel product domain. My scope covers the .com desktop & mobile sites from the homepage to the product detail page. Delivering measurable success through + quality visit rate, + site to cart rate, + units per transaction, - avoidable returns, as well as improved employee happiness and a consistently high net promoter score from our consumers.
Throughout my time at adidas, I have been a leading advocate for design-led thinking and ensuring the consumer is at the core of our business and design decisions.
