James Gulland, Product Manager in London, United Kingdom
James Gulland

Product Manager in London, United Kingdom

Member since May 19, 2020
James is an experienced product manager with a passion for delivering great looking, highly functional products tailored to customer needs. Notable clients include: Just Eat, Pizza Hut, New Look, Orange, and Comic Relief. James has over 13 years of experience in product management roles with a strong focus on eCommerce products, ranging from product discovery to strategy and delivery.
James is now available for hire

Project Highlights



  • Senior Product Manager

    2017 - 2020
    Pizza Hut
    • Led the activation of the India market on the Pizza Hut Digital Ventures platform.
    • Managed the full cycle of product discovery, roadmap (development and prioritization), design, and implementation under tight deadlines.
    • Saw a 35% growth rate improvement to conversion, 28% revenue uplift vs. the previous vendor.
    • Won the Pizza Hut UK best project prize winner 2019 with my team.
    • Optimized the menu and payment pages through targeted experiments, with a view of improving AOV and conversion across the funnel. Examples include upsell/cross-sell mechanics and improved page load.
    • Engaged closely with marketing teams to support campaign launches of new menu items, including dedicated landing pages to effectively target customers.
    • Delivered a new payment processing platform that enabled quicker integrations with Apple Pay and Android Pay.
    • Collaborated across a number of different teams in the company to align objectives and goals, including information security, finance, customer services, and sales.
    • Delivered microservices with event-based architecture using AWS, Node.js, and React.
    • Utilized a combination of lean kanban physical walls, Jira, and Slack.
  • Product Manager

    2017 - 2017
    New Look
    • Defined the 2-year strategy for personalization and recommendations to maximize conversion across the eCommerce funnel.
    • Conducted extensive user testing sessions to deeply understand customer requirements.
    • Collaborated closely with the UX team to create wireframes and prototypes that were iterated and tested with customers on a weekly basis.
    • Owned the prioritization of work to ensure the most valued work was being developed.
    • Facilitated wider stakeholder groups that involved members from sales, marketing, logistics, retail partners, and technology members.
    • Established KPIs for success and ensured all stakeholders were aligned.
    • Utilized the agile scrum methodology combined with Jira and Trello.
  • Product Manager

    2016 - 2017
    Just Eat
    • Led optimizations across the e|Commerce funnel; building on and maintaining conversion rates of 30-40%, for all channels.
    • Introduced the highly successful ‘Popular’ and ‘Recently Ordered’ features in the menu across web and apps. These features were later copied by competitors.
    • Improved conversion across all journeys with 30% engagement on developed features.
    • Activated new brands on the platform; created dedicated landing pages for brands such as Nandos, Pizza Express, and Burger King.
    • Recommendation algorithm; collaborated with data scientists and UX experts on building out a recommendation algorithm that helped customers find highly relevant restaurants or dishes, according to their browsing and purchasing behaviors.
    • Facilitated usability sessions with customers on a weekly basis. This qualitative feedback helped define improvements to product iterations.
    • Used Google Analytics extensively to deeply understand customer behavior across the funnel. This was a gighly data-driven approach.
    • Utilized ASP.NET technology, and lean Kanban combined with physical walls, Jira, and Slack.
  • Product Owner

    2014 - 2015
    Comic Relief
    • Owned the product strategy and delivery for a fundraising platform; consisted of event registration and sponsorship (eCommerce) for Sport Relief 2016 and Red Nose Day 2015 campaigns.
    • Achieved over £5 million sponsorships for Sport Relief 2016 and over 175,000 registrations.
    • Collaborated with many internal and external stakeholders, from marketing to events teams, schools, finance, legal, information security, and technical teams in Eygpt to achieve huge success.
    • Focused heavily on the importance of the MVP and future iterations as this was a highly deadline-driven project.
    • Built and led a team from scratch consisting of developers, UX, an analyst, a scrum master, and QA.
    • Utilized the agile scrum methodology in combination with Jira and Trello.
  • Product Manager

    2011 - 2014
    • Owned the product vision and strategy for the broadband comparison product.
    • Assessed product opportunities, worked across the business to gather and prioritize requirements, and delivered new feature sets.
    • Became the second largest broadband comparison website in the UK with 1.8 million unique visits/month and £2 million revenue/month.
    • Gathered data from multiple sources (customer research, Google Analytics, sales reports) to aid in the decision-making and prioritization.
    • Managed stakeholder relationships (up to CEO level) to ensure that expectations and remove barriers that would otherwise impede future success.
    • Utilized PHP, MySQL, Ruby, Closure technologies, agile, waterfall, and Trello.
  • Product and Project Manager

    2006 - 2011
    Orange UK
    • Implemented and managed the technical projects for Orange Business Services, ensuring successful completion from start to finish.
    • Designed the platform to track projects from start to finish.
    • Utilized ASP technology and the waterfall process using the Prince 2 methodology.

Project History

  • Activation of India Market for Pizza Hut
    Achieved a 35% growth rate improvement to conversion, 28% revenue uplift, and was the Pizza Hut best project prize winner of 2019!

    I was the lead project manager for the activation of a new market on the PHDV platform, involved from the beginning of mapping out requirements and understanding market-specific context, through to building a plan of action and subsequently delivering the website and app. The build included integration with internal store POS systems and third-party external systems, such as call center and aggregators sales channels.

  • ‘Popular’ and ‘Recently Ordered’ product optimisations at Just Eat
    Achieved 30% engagement and improved conversion across all journeys.

    At Just Eat, we would continuously look at the flow of customer traffic through the funnel to see potential areas for optimization. We found a significant conversion drop on the Menu page, compared to other areas of the site. We also found through regular qualitative user testing sessions, that users were finding it hard to choose from the menu. Customers love to have a choice of restaurants and food types, but also found it difficult to choose something they wanted to order; the paradox of choice!

    We decided to experiment with a few features to help bridge this gap, and two ideas stuck, adding ‘Popular’ items and ‘Recently Ordered’ items. Both these features worked well with our customers, and we bagan to see tremendous traction on both the web and app, so they were rolled out to the entire Just Eat estate.

  • 2-year Product Strategy at New Look
    Defined a 2-year strategy for personalization and recommendations across web and apps based on extensive customer research.

    The objective at New Look was to provide a more relevant user experience to customers by “surfacing the right products, for the right customer, at the right time.”
    We hypothesized that if we provided a more personalized and contextual experience throughout the site, our customers were more likely to add-to-bag, thus improving on AOV, conversion, and help expand the breadth of items sold.
    We conducted both qualitative research (guerilla testing and internal user research) and quantitative research (looking at sales data and GA reporting), which resulted in the development of mock-ups and wireframes that were proposed to stakeholders, alongside smaller incremental product improvements on the current website and app.


  • Bachelor of Science Degree (Hons) in Business Information Technology
    2000 - 2004
    Kingston University - London, England

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