In 2017, I embarked on a journey that would redefine my approach to digital commerce. I was appointed as the Group Manager of E-Commerce at Thermomix, Australia. Reporting to the Executive of Marketing, I was tasked with directing a multidisciplinary team dedicated to the company's strategic transition from WordPress to the Shopify E-Commerce platform. This was a pivotal moment; we were not merely changing platforms but redefining the digital trajectory of the company in its direct-to-consumer (DTC) sales channel.

The Strategic Migration

One of my first tasks was to modernise the company’s digital presence, optimise operational efficiency, and supercharge its "buy Thermomix online" sales capabilities. This was achieved by migrating operations from WordPress to the Shopify platform, a strategic move that set the stage for a reinvigorated digital presence.

Revitalising Website Design

A crucial aspect of enhancing our digital presence was the comprehensive overhaul of the website's front end. This not only enhanced the brand’s visual appeal and capabilities but also amplified the overall online visibility. The result was a website that not only looked incredible but also performed exceptionally well.

Streamlining User Experience

Enhancing the customer experience was at the heart of our digital transformation. I was dedicated to delivering a cohesive and enhanced customer experience across all digital touchpoints, whether browsing products, making purchases, submitting reviews, or seeking support. This commitment led to a significant uptick in online conversions and had a direct, tangible impact on the bottom line.

Data-Driven Decision Making

To make informed decisions, I conducted comprehensive reviews of Google and Shopify Analytics, email automation, and customer review platforms. This data-driven approach led to better-targeted marketing campaigns, improved product offerings, reduced cart abandonment rates, a notable spike in repeat purchases, and increased customer loyalty.

Future-Ready Tech Stack Implementation

One of the most significant achievements during my tenure was the development and integration of an agile, robust, and scalable suite of technologies tailored for the E-Commerce initiative. This ensured flexibility for evolving business demands and set the stage for a future-ready digital presence.

A Journey of Digital Transformation

My tenure as the Group Manager of E-Commerce at Thermomix, Australia, was a journey of digital transformation. It was an opportunity to redefine the digital trajectory of a leading international brand and make a tangible impact on the company's bottom line. As I reflect on this journey, I am proud of the strides we made in enhancing the customer experience, implementing data-driven decision-making processes, and developing a future-ready tech stack.

I am Craig, a digital strategist dedicated to redefining the digital landscape and delivering results that matter.