I’m a senior eCommerce developer and CRO specialist with 15 years of hands-on experience working on high-revenue online stores. I’ve led full site builds, redesigns and complex migrations, and I specialise in fixing underperforming websites, improving speed, conversion rates and reliability to boost revenue and remove headaches. I’m particularly experienced in working with growing and established stores that need: • Performance improvements that don't sacrifice functionality • Complex discounting logic or checkout extensions • SEO-safe platform & data migrations • CRO that's backed by real data, not guesswork What I can help you with: • Shopify development (theme customisation, Shopify Functions, Scripts → Functions migration, performance optimisation) • WooCommerce & WordPress builds, rebuilds and optimisation • Conversion Rate Optimisation (CRO) – UX audits, A/B testing, funnel improvements • Site speed & Core Web Vitals (FCP, LCP, CLS improvements) • eCommerce migrations (Shopify ↔ WooCommerce, platform upgrades, SEO-safe redirects) • Advanced troubleshooting & front-end fixes • Analytics & insights (GA4 setup, tagging, performance analysis) If you’re looking for someone who understands both how your site works and how it makes money, I’d be happy to help.…

Ash Holden

I’m a senior eCommerce developer and CRO specialist with 15 years of hands-on experience working on high-revenue online stores. I’ve led full site builds, redesigns and complex migrations, and I specialise in fixing underperforming websites, improving speed, conversion rates and reliability to boost revenue and remove headaches. I’m particularly experienced in working with growing and established stores that need: • Performance improvements that don't sacrifice functionality • Complex discounting logic or checkout extensions • SEO-safe platform & data migrations • CRO that's backed by real data, not guesswork What I can help you with: • Shopify development (theme customisation, Shopify Functions, Scripts → Functions migration, performance optimisation) • WooCommerce & WordPress builds, rebuilds and optimisation • Conversion Rate Optimisation (CRO) – UX audits, A/B testing, funnel improvements • Site speed & Core Web Vitals (FCP, LCP, CLS improvements) • eCommerce migrations (Shopify ↔ WooCommerce, platform upgrades, SEO-safe redirects) • Advanced troubleshooting & front-end fixes • Analytics & insights (GA4 setup, tagging, performance analysis) If you’re looking for someone who understands both how your site works and how it makes money, I’d be happy to help.…

Available to hire

I’m a senior eCommerce developer and CRO specialist with 15 years of hands-on experience working on high-revenue online stores. I’ve led full site builds, redesigns and complex migrations, and I specialise in fixing underperforming websites, improving speed, conversion rates and reliability to boost revenue and remove headaches.

I’m particularly experienced in working with growing and established stores that need:

• Performance improvements that don’t sacrifice functionality
• Complex discounting logic or checkout extensions
• SEO-safe platform & data migrations
• CRO that’s backed by real data, not guesswork

What I can help you with:

• Shopify development (theme customisation, Shopify Functions, Scripts → Functions migration, performance optimisation)
• WooCommerce & WordPress builds, rebuilds and optimisation
• Conversion Rate Optimisation (CRO) – UX audits, A/B testing, funnel improvements
• Site speed & Core Web Vitals (FCP, LCP, CLS improvements)
• eCommerce migrations (Shopify ↔ WooCommerce, platform upgrades, SEO-safe redirects)
• Advanced troubleshooting & front-end fixes
• Analytics & insights (GA4 setup, tagging, performance analysis)

If you’re looking for someone who understands both how your site works and how it makes money, I’d be happy to help.

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Skills

Experience Level

CSS
Expert
HTML5
Expert
Shopify
Expert
WordPress
Expert

Language

English
Fluent

Work Experience

Head of Website at Source BMX
June 1, 2022 - Present
Leading the global e-commerce strategy for a portfolio of international DTC and B2B websites, driving annual revenues exceeding £10 million across multiple markets. Managing a cross-functional team to optimise performance, user journeys and conversions through data-driven insights. Directing daily web marketing operations and mentoring team members. Overseeing paid search strategy and PPC agency performance to maximise profitability of seven-figure ad spend. Driving continuous technical improvements to optimise the customer journey and retention. Advising multi-channel marketing campaigns with data-driven testing and performance analysis. Negotiating with strategic partners and vendors to sustain profitability.
Marketing Manager at ArdMoor
October 1, 2017 - June 1, 2022
Oversaw marketing activities for a large retail site with multi-million turnover and 48,000+ products, including online and offline advertising, email marketing and paid search. Led the migration of website and warehouse systems to new platforms within a four-month deadline, increasing conversion by 35% and reducing monthly costs by 15%. Designed and implemented a CRM program to automate journeys and re-engagement campaigns, boosting retention by 42% and nearly tripling annual mailout revenue. Drove technical SEO initiatives and analytics to steer strategy; provided training and project guidance to the team; scoped, sourced and managed external contractors for tool integration.
Account Manager at Sunshine HQ
May 1, 2012 - October 1, 2017
Acted as primary client contact, managing website design and delivery, and ongoing support. Planned and executed B2C e-commerce strategies for international artists, labels and festivals, coordinating complex campaigns and fan engagement. Led large-scale redevelopment of the e-commerce platform and managed development priorities with external vendors. Conducted campaign analysis using big data metrics to identify opportunities and propose solutions for clients.

Education

First Class Degree - Music Technology and Popular Music (BA Hons) at University of Huddersfield
January 11, 2030 - January 1, 2012

Qualifications

Add your qualifications or awards here.

Industry Experience

Retail, Software & Internet, Media & Entertainment
    uniE621 Shopify Optimisation | Reduced Load Times By Over 50%
    A client came to me after months of slow progress with a large dev agency - despite heavy investment over nearly a year, progress on their site speed had been very slow, damaging user experience and hurting conversions ahead of the key trading period. I was brought in for a focused optimisation sprint, streamlining theme load priorities & rebuilding custom functionality to minimise page load requirements. The first updates went live in August, followed by a second phase in October, improving all core web vitals, inc. a reduction in FCP from 2.8s to 1.2s that transformed the user experience. webdesigner…
    uniE621 eCommerce Migration | Shopify Redesign & Replatform
    Delivered a full migration from a Wordpress-based custom eCommerce platform to Shopify Plus in just 6 weeks, for a live site with 50,000+ SKUs and 10+ years of customer data. I performed the full site redesign & build, including the secure migration of all data & integration of third-party tools, to deliver an SEO-safe migration with comprehensive redirect mapping to protect and grow organic traffic. The result: 35% higher conversion rates, 15% lower system costs, and up to 120% lift in organic visibility. The project transformed the client site's performance, efficiency & user experience.…