WiggleOnline cycle retailer
Dean helped Wiggle to increase online revenue by +1,900% from £10M to £200M, over an 8-year period. Overseas sales from zero to £80M.
How was this achieved?
Hired and trained 50+ marketing executives. Sourced the first international team (Japanese, French, German and Spanish). Set up and trained the group specialists (Social, SEM, SEO, Affiliates, CRO, UX, CRM).
Introduced customer journey, bidding to the marginal £1, group / international matrix. First day pay-back, 12-month econometric modelling and cross-device attribution, web development prioritisation based on margin.
Responsible for leading Wiggle’s £15M front-end website (desktop & mobile) investment Capability Upgrade Programme (CUP). Purchased all the domains, launched 12 overseas websites, trading 160 countries, 10 languages and 11 currencies. Introduced search / navigation (Endeca), Product (Bazaarvoice) and Seller (TrustPilot) reviews. Introduced paid search bidding software (Kenshoo, Marin). Set up data insights using Google Analytics Premium.
“Dean played a key role in Wiggle’s rapid UK and international growth during my time as CEO (2009-13). During this time the business grew from £33m turnover to over £150m and online traffic rose from around 10m visits per annum to over 100m.
Digital marketing was at the fulcrum of that growth and Dean was instrumental in driving and developing the digital marketing team. He is capable of reading the digital landscape to strategically identify the right growth opportunities.
But unusually, he excels in hands on operational delivery of the defined online strategy which requires Day to Day sustained operational focus. And he knows how to build up systems, processes and teams that make sure the capability to keep performing is thoroughly institutionalised.”
Humphrey Cobbold – CEO (2009-13)
“Dean is an exceptional Digital Marketer who I would have no hesitation in recommending to any company looking for best in class internet sales and market leading growth.
Over  years at Wiggle, Dean was instrumental in taking it from [£10m] to £180m. He maximised revenue within the UK and overseas globally, whilst ensuring that departmental costs and bidding costs were as low as possible. He developed a special relationship with Google within which Wiggle beta tested products such as search and ads (the staples of any campaign today). He helped optimise these costs through every step of the customer journey and is highly commercial.
Dean was a key player in taking Wiggle from being just ‘one in the pack’ to being the clear European no.1.”
Stefan Barden – CEO (2013-17)