Stuart Tait

Digital eCommerce Leader | Omnichannel Strategist | CRM & Retention Expert

I am a commercially driven eCommerce leader with over 20 years of experience navigating the intersection of technology, marketing, and operational growth. My career has spanned from leading strategy for global agencies like Ogilvy and Razorfish to the entrepreneurial grit of building my own £1M+ multi-channel retail business from a £3k start-up.

I believe that while technology is a vital enabler, successful digital commerce is fundamentally built on empathy, understanding the customer journey, and delivering consistent value.

Core Expertise and Technical Toolkit

eCommerce and Digital Trading: Full P&L management, budgeting, and scaling D2C brands. I recently played a pivotal role in scaling a wellness brand from £800k to £8M in revenue in just 12 months.

CRM and Retention Strategy: Specialist in Klaviyo and lifecycle marketing. I focus on driving Customer Lifetime Value (LTV) through sophisticated segmentation and automated post-purchase workflows, turning transactions into long-term advocacy.

Digital Transformation and Consulting: Deep experience in modernising tech stacks, including Akeneo PIM implementations and navigating the transition to headless commerce architecture to create a single source of truth for product data.

Omnichannel Execution: Proven track record in bridging the gap between physical retail (showrooms/restaurants) and online storefronts to ensure a seamless brand experience.

Strategic Marketing: Extensive experience managing complex campaigns for major brands including BBC Top Gear, Mars, Odeon Cinemas, and Center Parcs.

My Approach

I am a hands-on strategist who thrives on the test and learn philosophy. Whether I am acting as a Senior Consultant for digital transformation or managing a local D2C channel, my goal is to remove friction from the customer journey and drive measurable commercial results.

Based in Exeter, Devon, I am passionate about applying my big brand experience to purposeful, growth-oriented businesses where I can take true ownership of the digital mission.

Professional Executive Summary

I am a commercially astute Digital Leader with over 20 years of experience in the eCommerce and CRM space. My career is defined by a unique full-circle perspective, as I have built businesses from the ground up as a founder, scaled high-growth D2C brands to multi-million pound turnovers, and advised global organisations on digital transformation. I specialise in bridging the gap between technical infrastructure, such as PIM, Headless, and CRM, and human-centric customer journeys.

1. Strategic Consultancy and Digital Transformation

delaware and Adventure Fulfilment (2022, Present) Currently, I operate at a high strategic level, advising UK and Ireland businesses on how to modernize their digital ecosystems.

Infrastructure: I led the implementation of Akeneo PIM for major organizations like Scope Charity, creating a single source of truth for product data.

Strategic Growth: I guided heritage brands, such as Highfield Preserves, through the critical pivot from B2B or White-label manufacturing to a modern Direct-to-Consumer (D2C) model.

Future-Proofing: I am active in identifying and implementing emerging technologies, including AI search strategy and headless commerce architecture, to drive ROI.

2. High-Growth D2C Leadership

Lumi Therapy Ltd (2023, 2024) I have a proven ability to manage hyper-growth environments, where operational stability must match rapid sales.

Scaling: I played a pivotal role in scaling revenue from £800k to £8M in just 12 months.

Operations: I managed the cross-functional complexities of rapid growth, overseeing finance, dispatch, and customer service while leading international channel expansion.

3. Entrepreneurial Ownership

The Board Basement Limited (2008, 2022) As a Co-founder and Owner for 14 years, I gained battle-tested experience in every facet of running a retail business.

Business Building: I took a specialist extreme sports start-up from an initial £3k investment to over £1M in annual sales.

Omnichannel Mastery: I managed the total integration of web storefronts with global marketplaces, such as Amazon and eBay, and physical inventory, holding full P&L accountability.

4. Agency Strategy and CRM Foundations

Ogilvy, Razorfish, Digital Impact, Pixelpark (Early Career, 2008) My foundational years were spent at some of the world’s most prestigious marketing agencies, where I mastered the science of customer engagement.

Major Brand Experience: I led CRM and email marketing strategies for massive names including BBC Top Gear, Mars, Center Parcs, and Odeon Cinemas.

Core Philosophy: I developed a firm belief that CRM is a strategy of empathy and understanding, using technology, like Klaviyo or HubSpot, as an enabler to drive Customer Lifetime Value (LTV).

Key Professional Milestones

Financial Success: I have consistently scaled businesses, from 10x growth at Lumi to 300x growth at my own start-up.

Technical Breadth: I am an expert in the plumbing of eCommerce, including Headless, PIM (Akeneo), CRM (Klaviyo), and SEO.

Location and Values: I am an Exeter-based leader focused on purposeful, sustainable, and local business growth.

Core Skills at a Glance

Commercial: P&L Management, Budgeting, International Expansion.

Marketing: CRM Automation, Lifecycle Mapping, LTV Optimisation.

Technical: Tech Stack Migration, PIM Implementation, AI Search Strategy.

Leadership: Agency Management, Cross-functional Team Leading, Founder-level Decision Making.

Professional Qualifications and Education

BSc Economics and Business Economics, University of Hull

Diploma in Direct Marketing, IDM