Fix What’s Holding Your Website Back • Increase Conversions • Expand Globally • Maximise Customer Lifetime Value • Turn Traffic Into Revenue •
Services
Solutions I provide for your online store
Many businesses invest in their website once and never question whether it’s actually working, quietly losing customers because of unclear messaging, poor user flow, UX/UI, customers journeys, SEO gaps or checkout experience.
I help businesses uncover exactly what’s hurting conversions by running a structured website audit from data driven insights to usability, best practices, messaging, paid media performance and trust signals - then delivering clear, prioritised recommendations they can actually act on.
Website Audit
A lot of DTC brands grow domestically, but struggle when expanding internationally. I help DTC websites unlock global growth by identifying the right markets, building localised experiences and scalable international revenue strategies. From market research to how to localise websites and the overall customer experience, to optimising conversion across different markets.
International Market Expansion
I help DTC brands improve revenue, margins and long-term profitability by identifying the core commercial levers and opportunities for their DTC sales - AOV, customer lifetime value (CLTV), pricing strategy, and conversion performance and optimisation (CRO). Instead of just driving more traffic, I focus on making every customer more valuable and optimising your ROI.
Commercial Strategy
About Me
Data & Insights
Web design
UI/UX review
Actionable Roadmap
I Don’t Just Grow Traffic, I Build Revenue Systems
I focus on fixing what’s quietly holding your business back. From uncovering conversion gaps through comprehensive website audits to driving growth with international expansion, everything I do is built around performance, not guesswork.
By optimising your booking flow and building strategies on top of that to improve AOV, customer lifetime value, margins, and conversion rates, I turn your website into a scalable revenue engine.
Our approach is simple: clear strategies that don’t just convert more traffic, but drive more valuable customers.
Clients and Partners
Boosting Businesses
300m+
Client Revenue
+140%
YoY Growth
30+
Websites
7+
Years of Experience
Website Audits • Conversion Optimization • International Growth • Commercial Strategy • Scalable Revenue Systems • Data-Driven Decisions •
Testimonials
What Happy Clients & Former Colleagues Say
“Johanna significantly elevated the sales and commercial focus within the company. She is a huge asset to the company and it is our responsibility to ensure that we use her extensive skills in the most beneficial way.”
Oliver Brendon
CEO Attraction Tickets
“Johanna thank you so much from the whole Elemis family!!! You have been there from the start and we couldn’t have done it without you.”
Harrison Gregory
GM Elemis
“I’ve really enjoyed working with you and you’re an absolute superstar in the team. Wish you all the best in the future.”
Humphrey Rose
Head of Digital Experience Primark
“Excellent knowledge of E-commerce and strong commerciality. Johanna is also an excellent manager. She has excellent commercial acumen and a keen eye for local market trends & opportunities.”
John Iles
Account Director VML, former THG
“It was a great pleasure to work with you, you are
truly a kind and intelligent person, always having
great insights and understanding of our needs.
I wish you all the best in the future !!”
Alix Vinot Prefontaine
Senior Product Manager Erborian
“Provided commercial clarity on the major opportunities and priorities. Key stakeholder in the commercial related products that the business is prioritising – hotel + ticket, payments & checkout, CRO, data, post booking UX. Identified commercial opportunities and gaps within the business. Identified critical commercial risks and failures. Especially on
checkout.
Matthew Reynolds
CFO Attraction Tickets
“I have been lucky enough to work with Johanna at two different organisations where she has been a highly respected and impactful colleague. She is not only a hardworking and highly capable professional
but also someone who makes the work environment more positive for everyone. Furthermore, in both organisations Johanna significantly contributed to the financial success of each business”
Hannah Bryce
Head of SEO Attraction Tickets, former Gymshark
"I am extremely grateful to have her as the most valued member of my team. Johanna has delivered against all deliverables in her remit. Elemis, Burt's Bees and Erborian are all performing above their targets and Johanna has led her team to ensure these are still met."
Christopher Stone
Head of E-Commerce The Home Shop