Andrew Elliott for Boots Hearingcare
Digital platform ownership. CMS improvement. Ecommerce growth.
My CV explains what I have done. This page explains how I work: improve the CMS behind the scenes, improve the customer journey on the front end, and use evidence to decide what should change next.
Nearly 30 years in web and digital platforms
600+ websites supported and stabilised
£2m+ ecommerce growth supported
CMS, ecommerce UX, analytics, QA and suppliers
The operating method
ACTIS360: Marginal Gains for the platform and the customer journey.
ACTIS360 is the name I gave to my Marginal Gains way of working. It is a practical method for looking around the whole digital ecosystem: CMS health, content workflows, ecommerce journeys, analytics, advertising, product data, suppliers, SEO, performance and conversion.
Find the friction
I look for the small things quietly holding back performance: unclear journeys, weak tracking, poor content structure, slow publishing, supplier delays or missed conversion signals.
Improve what is reachable
Better templates, cleaner CMS workflows, clearer content, stronger calls to action, sharper SEO, better product data, stronger reporting and accountable follow-up.
Make improvement manageable
Marginal Gains works because it makes improvement clear, planned and achievable. Teams can understand what needs changing, why it matters, and what to do next.
The method is simple: improve the platform, improve the journey, improve the evidence — then keep improving.
CMS improvement. Ecommerce UX. Analytics. Supplier follow-through. Pricing intelligence. Conversion nudges.
CMS platform improvement
Better CMS platforms create better websites.
A CMS should not just store content. It should make the website easier to manage, faster to improve and safer to evolve. My work across bespoke CMS platforms, WordPress, WooCommerce, Shopify and Magento has taught me how small CMS improvements can create larger gains across the website.
Cleaner structure
Better templates, clearer taxonomy, stronger page structures and reusable content patterns that scale.
Faster publishing
Workflows, components and repeatable layouts that help teams update content more quickly and consistently.
Better insight
Analytics, reporting and content checks that show what is working, what is weak and what to improve next.
Stability and governance
QA, permissions, publishing checks, security awareness, performance checks and controlled release routines.
Ecommerce UX and sales
Marginal Gains for ecommerce: clearer journeys, stronger confidence, better sales.
Ecommerce improvement is rarely one dramatic change. It comes from improving the journey customers actually experience: how they arrive, what they understand, how much confidence they feel, and how easily they can take the next step.
I look at product/category structure, trust signals, calls to action, Google Shopping alignment, basket and checkout flow, follow-up activity and content clarity — then improve the parts that quietly affect sales.
Product intelligence
Pricing, visibility and SEO reports that help products earn their place.
I developed my own way of assessing product performance across buy-in price, selling price, Google Ads and Shopping costs, visibility, margin and competitor pricing. It turned product decisions into something informed, practical and commercially useful.
Know what to push, pause, improve or reprice.
The system compared product buy-in cost, selling price, traffic costs from Google Ads and Shopping, and prices from three main competitors. From that, I could produce pricing reports, product visibility reports and on-page SEO prompts to nudge products in the right direction.
This is the same discipline as ACTIS360: make the evidence visible, make the next action obvious, and keep improving the areas that affect performance.
Practical product, platform and journey intelligence — not dashboard noise.Relevant proof
Platform ownership connected to measurable outcomes.
These examples show the same pattern: understand the platform, find the friction, improve the journey, and measure the effect. From bespoke CMS platforms to ecommerce growth, my work has consistently joined technical improvement with better customer experience and stronger commercial performance.
Website estate
Supported and stabilised a managed-service estate of more than 600 websites, covering updates, urgent fixes, QA, security patching, release checks and service recovery.
Retained accounts
Worked across 80+ retained web and marketing accounts, coordinating priorities, suppliers, stakeholders, reporting and commercial follow-through.
Nobis Furniture
Helped grow ecommerce from launch to more than £2m annual turnover through website structure, UX, product/category work, SEO, Google Shopping, email and trading support.
Hearst account
Managed digital campaign delivery for Hearst Publishing activity including Polo Ralph Lauren, Ideal Home Show and Autoglass.
Bespoke platforms
Managed updates, reusable components, SEO, CSS/front-end changes, digital campaigns and content workflows on bespoke CMS platforms.
Top of the Pops
Worked on a bespoke Facebook app platform that allowed BBC staff to update content directly, improving control and publishing speed.
Conversion detail
Improved calls to action, forms, content clarity, trust signals, product journeys, basket/checkout routes and follow-up activity.
Trading insight
Created practical reporting to support product pricing, SEO improvement, competitor comparison, product visibility and margin-aware decisions.
Boots Hearingcare fit
This is the kind of digital ownership I would bring.
Boots Hearingcare needs joined-up ownership across website, app, ecommerce, customer portal, online booking, analytics, suppliers and customer experience. My experience maps directly to that environment: platform health, customer journeys, data-led priorities and practical supplier follow-through.
Platform health
- CMS workflows and publishing routines
- Staging, live checks and release control
- Performance, caching and troubleshooting
- Security patching and compatibility checks
- Supplier ownership and issue follow-up
- Repeat-problem reduction
Customer journeys
- Online booking and enquiry-style routes
- Customer self-service and portal-style thinking
- Content clarity and reassurance
- Accessibility and trust-led UX
- Conversion points and calls to action
- Basket, checkout and follow-up experience
Analytics and growth
- GA4 and Google Tag Manager
- Search Console and Looker Studio
- Google Ads and Merchant Center
- Excel, Power Query and reporting
- Product and competitor insight
- Evidence-led improvement priorities
Compliance and risk
- GDPR and privacy-aware working
- Cookie consent and controlled release processes
- Accessibility awareness and content clarity
- SSL/security and platform stability
- QA checks before publication
- Clear documentation and approvals
Team usefulness
- Clear priorities and owners
- Plain-English technical communication
- Useful reports, not dashboard noise
- Better briefs and supplier handovers
- Marketing and content alignment
- More confident decision-making
ACTIS360
- Understand the full digital ecosystem
- Examine data and live journeys
- Find practical points of friction
- Improve CMS, content, UX, tracking and QA
- Keep suppliers and actions visible
- Make progress manageable and measurable
Career background
Nearly three decades of web delivery, digital ownership and commercial problem solving.
My career has moved through website delivery, bespoke CMS platforms, ecommerce, managed-service support, analytics, supplier coordination and customer journey improvement. That mix gives me a practical view of how digital platforms succeed or get stuck.
ACTISmedia — Founder / Website & Digital Platform Lead
Managed website, ecommerce, campaign and digital product improvement across WordPress, WooCommerce, Shopify, Magento and custom platforms. Work included CMS delivery, tracking, SEO, forms, launch, reporting, UX, Google Shopping, Merchant Center, Looker Studio and Excel reporting.
Cardell Media — Website Support Lead
Supported a 600+ website managed-service estate, triaging tickets by urgency and business impact, resolving content issues, plugin conflicts, broken layouts, caching problems, hosting concerns, update regressions and service recovery situations.
i3MEDIA Web Solutions — Digital Project / Account Manager
Managed website and campaign delivery across landing pages, bespoke CMS content, reusable components, email campaigns, social assets, SEO, Google Ads, Google Shopping and national consumer-brand activity.
Melchior Technologies — Website Design & Delivery
Delivered websites and online services from brief through planning, content structure, design production, testing, training, launch and support, building foundations in content architecture, QA, CMS improvement and stakeholder communication.
My value is not just knowing the tools. It is knowing where to look, what to question, what to prioritise and how to keep improvement moving.
Senior ownership, practical judgement, calm communication and evidence-led follow-through.Calm ownership. Practical improvement. Digital platforms that work harder.
This is the kind of platform ownership I would bring to Boots Hearingcare: understand the ecosystem, improve the CMS, strengthen customer journeys, use evidence properly, and keep progress moving.
Andrew M. Elliott
Website Manager / Digital Product & Platform Owner
Nottinghamshire, UK
