Justine Wyness
Verified Expert in Product Management
Product Manager
Justine is a seasoned product manager with over 20 years of experience launching, managing, improving, and promoting commercially-focused websites. She is a proven leader known for bringing teams together, keeping culture strong, morale high, and regular and consistent stakeholder communication. Justine has a strong background in publishing, retail eCommerce, and digital startups and brings extensive experience to roles such as the head of eCommerce, product owner, and digital consultant.
Project Highlights
Expertise
Work Experience
Founder and Marketing Director
100 Prints Photography Gallery
- Launched an online photography gallery, blog, and print shop for female photographers to exhibit and sell their prints.
- Created Shopify website, blog, and SEO content to drive traffic and sales.
- Curated a selection of photographers and images to exhibit within the online gallery.
- Boosted website traffic and increased sales for the photographers showcased in the gallery.
Product Owner, eCommerce Strategist, Digital Marketing Advisor
Justine Wyness [Un]Limited
- Performed as an eCommerce consultant and product owner across various eCommerce projects for retail and D2C clients in the UK and Europe to enable digital P&L growth.
- Served as the eCommerce and digital strategy and growth planner for Bents Garden & Home, re-platforming their website to BigCommerce, establishing a 3-year plan for eCommerce growth, and driving footfall to stores using online methods.
- Launched a new eCommerce website on Shopify for NicolaHarding.com, project managing new product development from product design to website launching with complete background infrastructure—ERP, warehousing, fulfillment, and customer service.
- Acted as the eCommerce strategist and Agile product owner in re-platforming GardenTrading.com from Magento to BigCommerce.
- Provided hands-on Christmas trading strategy and advice for natural spa products business with retail and wholesale websites using Shopify Plus. Set up CRM and automated marketing campaigns, content strategy, and further annual P&L growth plans.
- Oversaw the selection and setup of marketing automation tools and product development for a creative collaboration tool and software startup, Shooglebox.com. Worked with the product team to prioritize development, grow, and onboard new subscribers.
- Led full ESP integration, email communication, and user experience improvements and oversaw GDPR compliance, SEO, navigation, product filtering, analytics, reporting, site speed, and performance of the new Wilko.com Hybris platform.
- Grew the online business unit for a UK business, Screwfix, expanding into Germany. Managed all aspects of P&L growth and team development: CRO, SEO, SEM, email marketing, supply chain, customer service, and digital marketing agency engagement.
- Supported Toolstation.com on SEO and analytics developments as part of their website re-launch, liaising with senior teams on reporting requirements and agency partners for SEO, Google Analytics, site speed, and performance.
- Instilled confidence in senior teams across all these businesses to support them through digital transformations, launches, and the continued development of their online platforms.
eCommerce Specialist
Nicola Harding
- Relaunched the company portfolio website to include eCommerce product sales and blogs.
- Worked alongside the development agency to review out-of-the-box functionality and prioritize features for customization.
- Ensured best practice customer experience and SEO features were incorporated into the new site.
- Project-managed new product development, website launch, and 3rd party integrations, including back-end and ERP systems ready for launch.
- Led the 3rd-party selection process for back-end systems (customer service, returns, and Shopify).
eCommerce Specialist and Product Owner
Bents Garden & Home
- Relaunched Bents' multi-channel website on BigCommerce.
- Worked alongside a digital agency to gather requirements, detail user stories, prioritize features, and manage project scope.
- Reviewed out-of-the-box features and prioritized areas for customization to get the best customer experience for the budget allowed.
- Led the 3rd-party selection process for Search & Merch and payment providers and digital marketing agencies.
- Developed a 3-year plan for the ongoing growth of the new website, working with in-house eCommerce and marketing teams on a program of continued development.
eCommerce Specialist and Product Owner
Garden Trading
- Collaborated with the Garden Trading team to clarify requirements, align with the initial MVP development, and establish a roadmap for future phases and ongoing enhancements.
- Worked with the client's team to review out-of-the-box features to ensure they were fit for purpose and to prioritize areas for customization.
- Created concise user stories and managed task prioritization and backlog to ensure features were delivered in the most valuable and efficient order.
- Ensured best practice UX and SEO standards were adhered to throughout the project.
- Oversaw the third-party selection process, evaluating payment service providers, search and merchandising tools, as well as middleware solutions for linking the client's ERP to BigCommerce.
Digital Marketer
Hawkker Ltd
- Delivered best practice SEO strategy to support the businesses' content plan visibility.
- Advised on marketplace growth—finding and connecting independent food businesses with local foodie customers.
- Advised and tested CRO and user experience improvements and best practices.
- Provided hands-on support across the remote teams to ensure their hard work delivered the traffic they deserved and needed to grow the business.
B2C DTC eCommerce/Subscriptions Expert
Unilever - The HUB
- Worked with the Unilever team to re-launch the Shopify Plus website, including a skincare quiz and the launch of new transactional areas.
- Collaborated with global development teams to improve the user journey using data and feedback from live customer interviews.
- Introduced a search engine-optimized transactional sales section alongside a subscription service and managed the email marketing flow to convert one-time buyers to subscribers.
- Set up and managed end-to-end email marketing and automated campaigns using the Omnisend email marketing platform.
eCommerce Product Owner
Wilko
- Acted as the product owner for the marketing department as part of a team of product owners, prioritizing separate feature requests.
- Tasked with SEO, navigation, filtering of products, ESP integration, GDPR compliance, reporting and analytics, site speed, and performance.
- Fully integrated and launched an email marketing platform for transactional and marketing emails.
- Managed the GDPR DPIA process, liaising with all relevant departments.
- Worked on successful stakeholder management, ensuring all developments were communicated promptly and stakeholders were consulted on UX options throughout the build process.
- Worked on UAT testing across marketing, SEO, analytics, email and GDPR features.
eCommerce Consultant and Product Owner
Screwfix Direct | Germany
- Collaborated for one year with the Screwfix.com team in the UK, improving product data, collection, and usage and its implementation on the Screwfix.com website. The UK board then requested support for their new German operation.
- Built a team of eCommerce experts in their Frankfurt office and worked with them to grow the online business unit alongside their wider retail operations.
- Provided expert advice, product ownership, and development and used digital marketing and conversion rate optimization to develop the website into a successful business and P&L unit.
- Integrated Screwfix.com (UK) activities and processes into the German team for cost reductions and to share successful eCommerce best practices from the UK team as Screwfix.com was in the top five of the Internet Retailer Top 500.
- Increased conversion rates by over 500%, traffic by over 250%, and online revenues by over 250% before handing over to the German team for ownership.
- Increased brand awareness in German store locations via Google platforms.
Head of eCommerce
Hobbycraft
- Acted as the business lead to launch a new multi-channel website as part of a more comprehensive digital transformation program, including the specification of all design, functionality, SEO, and site performance requirements.
- Grew and developed a team of eCommerce experts to support projected growth.
- Designed a process for the generation of web-friendly product content and images for 45,000+ products.
- Built a suite of performance, KPI reports, and benchmarks to monitor projected growth.
- Grew online sales by 400% in the first six months following the launch. The SEO accounted for a high proportion of this traffic and enjoyed a higher-than-average conversion rate by the medium.
- Commissioned digital marketing agencies as extensions of the in-house team.
- Developed a social media campaign alongside the agency; achieved over 60,000 social followers in six months with 3x higher engagement than benchmarked retail brands, according to Social Bakers.
eCommerce and Managing Director
BeCheeky, Ltd.
- Collaborated with the board of investors on a turnaround strategy for an ailing pure-play business.
- Secured two further funding rounds following company restructuring, aggressive cost and debt management, and year-on-year sales increases.
- Increased site conversion rates by 150% in two years through a comprehensive test-learn-improve strategy.
- Improved sales by 60%, and reduced losses by 52% in the same period, along with a 50% reduction in distressed stock and broken lines.
- Aided the sale and handover of the business to an indirect competitor.
- Worked as head of marketing for the business before the abovementioned duties. Covered all aspects of digital marketing and conversion rate optimization until the business's investors asked me to step up and run the business.
Head of Digital Marketing
Future
- Set up and managed a digital marketing center of excellence comprised of a team of six specialists in content marketing, SEO, email marketing, and online PR supported by SEM and viral marketing agencies.
- Developed Futures' online syndication policy intended to avoid duplicate content issues arising by syndicating original content around the English-speaking world while enabling license partners to take advantage of SEO local traffic.
- Doubled traffic to Futures' web portfolio in 12 months using paid and organic content marketing tactics.
- Built a solid SEO foundation for all new site launches: TechRadar.com, BikeRadar.com, MusicRadar.com, and T3.com.
- Evangelized and trained SEO writing practices across Futures' team of expert magazine journalists across multiple special-interest topics.
Project History
Head of eCommerce for Multi-channel Website for Hobbycraft
http://www.hobbycraft.co.ukLed the project end-to-end, including specification, commissioning design, functionality requirements, project management, product management, budgeting, performance KPIs, team building, and ongoing marketing initiatives.
Product Owner for Website Re-platforming for Wilko
https://www.justinewyness.com/wilko-product-ownerActed as the product owner for the marketing department as part of a team of product owners. I was tasked with SEO, navigation, filtering of products, ESP integration, GDPR compliance, reporting and analytics, site speed, and performance.
I was tasked with improving SEO across the site, including navigation and filtering products, on-page optimization, speed, and performance metrics. Traffic from natural search grew post-launch, and the site performs much better in SERPs than with the previous version.
Lastly, all reporting and analytics were done via Google Analytics and Tag. Manager, Hybris, and BI reporting all had to be recreated using the new systems, improving the accuracy and speed of information across the different stakeholder teams, including marketing, customer service, and finance.
Product Owner and eCommerce Consultant for Screwfix
Led the project to improve sales performance on a fledgling website for a UK B2B DIY retailer expanding into Germany. I used conversion rate optimization, digital marketing initiatives, and team development to increase sales and brand awareness.
eCommerce and CRM Specialist
Launched the SEO-friendly eCommerce section of a website along with a fully automated CRM and email marketing automation program, personalized with the answers to a 25-question quiz.
I introduced a search engine-optimized transactional sales section alongside a subscription service and managed the email marketing flow to convert one-time buyers to subscribers. I also set up and managed end-to-end email marketing and automated campaigns using the Omnisend email marketing platform.
eCommerce and Email Strategist, Natural Spa Products
Grew Christmas sales for a natural spa products business using digital marketing, email marketing, automation, and conversion rate optimization to increase sales by 40% year on year.
Education
Master's Degree in Digital Entrepreneurship
ESEI International Business School - Barcelona, Spain
Professional Postgraduate Diploma in Marketing
The Chartered Institute of Marketing (CIM) - Bournemouth, United Kingdom
Higher National Diploma in Graphic Design
Arts University Bournemouth - Bournemouth, United Kingdom
Bachelor of Arts Degree (Honors) in Marketing, Media, and Tourism
University of Westminster - London, United Kingdom
Higher National Diploma (Honors) in Business Studies - Publicity & Promotions
London College of Printing (UAL) - London, United Kingdom
Certifications
Certified NFT Expert
Blockchain Council
Certified Metaverse Expert
Blockchain Council
altMBA
Seth Godin's altMBA
Certified Scrum Product Owner
Scrum Alliance
Online Merchandising
Econsultancy
Conversion Rate Optimisation (CRO)
Econsultancy
Skills
Tools
Jira, Shopify Plus
Industry Expertise
Consumer Products, Digital Agencies, Automotive, Marketplaces
Paradigms
B2C, Agile Product Management, Agile Project Management, Conversion Rate Optimization (CRO), Key Performance Metrics, Digital Marketing Best Practices, Scrum, Marketplace Platforms, Design Thinking, Testing
Platforms
Shopify, BigCommerce, Metaverse
Other
Website Conversion, eCommerce Platforms, Business to Consumer (B2C), eCommerce, Certified Scrum Product Owner (CSPO), Search Engine Optimization (SEO), Digital Strategy, Retail & Wholesale, Product Management, Catalogs, Optimization, User Requirements, Websites, User Stories, Web Product Management, Feature Backlog Prioritization, Feature Prioritization, Monetization Models, Marketing Strategy, Digital Product Management, Reviews, Product Owner, Product Ownership, Publishing, Business to Business (B2B), User Experience (UX), Email Marketing, Startups, Digital Publishing, Search Engine Marketing (SEM), Consulting, Minimum Viable Product (MVP), Strategy, Digital Marketing, Conversion, Marketing Automation, Product Marketing, Mockups, Customer Relationship Management (CRM), Integration, Project Delivery, Business Strategy, Direct to Consumer (D2C), Product Strategy, Product Roadmaps, Product Consultant, Research, Digital Product Design, MVP Design, Market Entry, Go-to-market Strategy, Product Development, Product Requirements Documentation (PRD), Business Analysis, Business Requirements, Analytics, Product Delivery, Product Leadership, Agile Leadership, Technical Product Management, Quality Assurance (QA), Competition Research, Market Research, Forecasting, Pitch Decks, Business Proposals, Investor Presentations, Value Proposition, Pricing Strategy, Revenue Strategy, SEO Content, Roadmaps, Web Analytics, Business Plan Consulting, Conceptualization, Proof of Concept (POC), Growth, Lean Startups, Business, Advertising, Publicity, Marketing, Graphic Design, Tourism, Journalism, Monetization, Team Management, Non-fungible Tokens (NFT), Travel, Funnel Optimization, Data Product Manager, Sales Funnel, Subscription Box Service, User Conversion, Web Design, Requirements, User Journeys, eCommerce UX, Seos, Best Practices, Projects, Two-sided Marketplaces, Social Networks, Local SEO, Digital Marketing Strategy, B2C Marketing, Funnel Analysis, Funnel Marketing, Email Marketing Automation, B2B, Search Engines, Social Media, Project Management, Product Lifecycle Management (PLM), Documentation, UX Design, Market Strategy and Research Product Manager, User Research, Photography, Content, Subscriptions, Backlog Grooming, Backlog Management, Stakeholder Management, GDPR, User Acceptance Testing (UAT), Website CMS, Information Architecture (IA), Affiliate Marketing, SAP
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