David Oliver
ECOMMERCE DIRECTOR
EXPERIENCE
Retail: Muc-Off Ltd, Global Digital Director
[June 2020-present] promoted from Global Head of Digital
o Responsible for global trading, digital marketing, customer service, and technology.
o Full P&L and multi-channel accountability, leading team and agencies balanced with exec and
board responsibilities.
o Delivered a 3-year digital strategy focusing on global expansion, UCD, CRO, and innovation.
Increased digital channel turnover from c5% to 30% of mix, and Trustpilot from 4.3 to 4.8.
o Grew the digital channel in 4.5 years from £1.5M to £13M through design thinking, a streamlined
tech stack, and advanced digital marketing.
o Launched user-centric digital products, including a UGC-based loyalty program, need-based
subscriptions, regional sites, a bundle builder, and CRM-based segmented automations.
o Achieved a 200% revenue increase in US Amazon (2023-2024) and a 66% increase in EU
ecommerce (2023-2024).
Retail: Montezuma’s Chocolates, Head of Digital
[June2018-June 2020]
o Joined a PE-backed SME to drive D2C growth, taking full P&L and channel accountability.
o Grew the business from £1M to £4M in 2 years using design thinking, UCD, and CRO.
o Re-platformed the global website to Magento, with UCD based design and tech.
o Led successful paid social, seasonal campaigns across YouTube and Meta c10m engagements.
Financial Services: LV= Head of Digital
[November 2011-June 2018] promoted from Senior Analyst, Analytics Manager, UX
Manager and Head of UX
o Oversaw digital trading, experience, and analytics for LVFS, c£1bn.
o Pitched and then and led the ‘LV= Tomorrow’ innovation programme to test MVPs with a startup
mentality but funded by the main company.
o Designed the rst ever ‘robo-advise’ platform to replicate IFAs. Partnering with a start-up who
LVFS subsequently purchased via M&A and later valued at c£100m.
o Embedded user-centred design across the organisation with Lean UX methods, an in-house
usability lab, and company-wide conferences.
o Increased B2B and consumer interaction conversions signicantly, with a 500% improvement in
one consumer proposition.
o Built a lean front-end team including UX architects, researchers, analysts, developers, and
visual designers—an early dev-ops model.
o Designed and developed B2B digital propositions for life insurance quote & buy, income
protection and AI based retirement planning, all via UCD.
o Recognised with industry awards, including ‘Ecommerce Team of the Year’ at the DX Awards.
Government: DSTL, MOD, Senior Military Analyst
[June2008-November 2011] promoted from Military Analyst
o Delivered counter terrorism and miliary operational projects spanning air, land and sea.
o Delivered various sensitive counter IED projects to operational theatres.
o Delivered a major UK airport initiative for the liquid explosive threat.
Technology: Proquis Ltd, Digital Developer [June2007-June 2008]
Financial Services: Barclays & Accenture, Digital Developer [June2004-June 2005]
Education
Higher Education: Bournemouth University
[2002 - 2006] Computer Science, Specialising in Human Computer Interaction
1
st
Class with Honours
School: St Lawrence College Ramsgate
3 A-levels grade A-C and 11 GCSEs grade A-C
About me…
I am an executive digital and
ecommerce leader with over 15 years
of experience across web and app
products, equally at home in the
boardroom or leading development
sprints. With deep expertise in P&L,
strategic, and operational
leadership, I’m a technology
enthusiast fascinated by digital
innovation and the science of design.
From driving digital transformation in
large corporations to accelerating
SME growth through performance
marketing, I consistently leverage
humility and emotional intelligence
to secure C-suite buy-in.
My Story…
I graduated with a First in Computer
Science in 2006. Starting as a
developer while awaiting security
clearance, I joined a graduate
scheme with the MOD, eventually
leading high-profile military and
counter-terrorism operational
projects.
After 3.5 years, I moved to LV= as a
Senior Web Analyst. Four promotions
over seven years led me to Head of
Digital where I oversaw LV=’s £1bn
digital estate across B2B and D2C
channels.
In 2018, I wanted change and pivoted
to retail, briefly working in the
chocolate industry before landing a
dream role as Global Head of Digital
at Muc-Off.
As an avid mountain biker, I
embraced the chance. Since 2020,
I’ve grown the global digital channel
from £1.5m to £13m, with a forecast
of £16m by 2025. Recently promoted
to Digital Director, I’m now driving
the brand’s digital expansion for
2025 and beyond.
I am a conscientious people person,
who loves to coach, debate and
execute. I’m incredibly driven, but
deep down, still a computer nerd.