Andrew Elliott for Hystride
Ecommerce detail. Commercial judgement. Marginal gains.
I’m Andrew Elliott, an ecommerce and digital operations manager with long experience improving online stores as connected trading systems. I enjoy getting close to the detail — products, pages, stock, marketplaces, reporting, customer journeys, campaign performance and follow-through — then making practical improvements that compound over time.
Ecommerce experience since 1996
Shopify, WooCommerce, Magento and marketplaces
Sports and specialist retail experience
Reporting, trading detail and calm ownership
What I can offer
I bring the ability to see the whole ecommerce picture.
My strength is joining up the details that affect trading performance: the product information customers see, the channels they come through, the data that explains behaviour, the stock and order promises behind the scenes, and the routines that keep improvement moving.
Connected ecommerce thinking
I look across storefront, products, content, channels, stock, orders, customer questions and reporting rather than treating each part as a separate box.
Product and catalogue detail
Product pages, collections, SEO content, imagery, upsells, technical details, apps, Liquid/template adjustments, QA and content accuracy.
Commercial reporting
GA4, Search Console, Google Shopping, Merchant Center, Looker Studio, Excel BI, Power Query, PivotTables and KPI-led summaries.
Marketplace and channel insight
Experience with eBay, Amazon, Terapeak, Temu setup, Google Shopping, Merchant Center, pricing signals and campaign-to-site feedback.
Stock and operational flow
Linnworks/Magento order-flow experience, stock visibility, fulfilment logic, supplier coordination and customer promise management.
Calm ownership
I’m comfortable investigating problems, prioritising by business impact, coordinating people and making sure actions are properly followed through.
Conversion and retention
Product clarity, category structure, reassurance, basket and checkout journeys, cart abandonment, email timing and repeat-purchase thinking.
Useful documentation
Briefs, approvals, QA workflows, support notes, issue logs, reporting summaries and clear handover so progress does not live in someone’s head.
AI-assisted workflow
Using AI to speed up research, QA checklists, product-content review, campaign planning, reporting summaries and customer response drafting.
Why I’m motivated
This is the kind of ecommerce work I enjoy most.
I enjoy roles where ownership matters. I like understanding the current position, getting close to the trading detail, then creating a steady improvement rhythm where the store, channels, data and customer journey all become stronger.
My working style
Deep dive first. Then steady improvement.
My natural instinct is to understand properly before changing things. I want to know what is selling, what is profitable, where customers hesitate, where support issues repeat, what reporting is missing and which small improvements are most likely to compound.
Understand the detail
Products, bestsellers, margins, stock, Shopify setup, marketplace channels, customer questions and campaign activity.
Prioritise sensibly
Focus first on the areas that affect sales, customer confidence, operational time, order accuracy or wasted spend.
Improve the trading detail
Product content, collection structure, search visibility, marketplace listings, pricing signals, CTAs and follow-up activity.
Create useful routines
Weekly reporting, product checks, stock/order review, issue logs, campaign notes and customer-service feedback loops.
Experience that connects
Practical proof across ecommerce, retail, sport and operations.
The overlap I bring is commercial and practical: ecommerce growth, digital operations, sports and specialist retail context, reporting, marketplace thinking, customer journey improvement and the ability to keep work moving.
Nobis Furniture
Helped grow ecommerce from launch to more than £2m annual turnover through website improvement, product/category work, Google Shopping, email, UX and trading support.
Specialist retail
Worked across Golf Direct, GolfzonUK, QSW Swimwear, Speedo of Nottingham and Lazer Lamps, with experience in performance-led product and campaign journeys.
Website estate
Supported a managed-service environment covering 600+ websites, balancing planned work, urgent fixes, QA, communication and reliability.
Trading insight
Built reporting around buy price, selling price, Google Shopping cost and competitor pricing to help decide what to push, pause or improve.
GolfzonUK
Campaign work contributed to 200+ simulator installations over five years, including landing pages, content and lead-generation journeys.
Hearst account
Managed digital campaign delivery for Hearst Publishing activity including Polo Ralph Lauren, Ideal Home Show and Autoglass assets.
Autoglass tracking
Campaign tracking recorded 120,000 additional customers over 18 months from national landing-page and social activity.
Follow-through
Experience coordinating designers, developers, SEO/PPC contributors, content editors, suppliers and clients so actions stay clear.
I’m at my best when I can look across the whole journey and spot the small gaps that quietly affect performance.
Product detail. Customer confidence. Marketplace quality. Reporting. Stock promises. Campaign efficiency. Follow-through.Career background
Nearly three decades of digital delivery, ecommerce and problem solving.
My experience has moved through website delivery, digital campaigns, ecommerce operations, support leadership, reporting and client-facing problem solving. That mix gives me a broad, practical view of how digital work succeeds or gets stuck.
ACTISmedia — Founder / Website & Ecommerce Manager
Managed ecommerce, website, reporting and campaign operations across Shopify, WooCommerce, Magento, WordPress and custom platforms. Work included product/catalogue content, landing pages, forms, tracking, SEO, imagery, performance checks, Google Shopping, Merchant Center, Looker Studio and Excel reporting.
Cardell Media — Website Support Lead
Supported a 600+ website managed-service environment, triaging tickets by urgency and business impact, resolving content/display issues, plugin conflicts, broken layouts, caching problems, update regressions and service recovery situations.
i3MEDIA Web Solutions — Digital Project / Account Manager
Managed website and campaign delivery across landing pages, bespoke CMS content, email campaigns, social assets and national consumer-brand activity, coordinating designers, developers, SEO teams, Google Ads specialists and UK/Pakistan delivery contributors.
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 ecommerce, content architecture, QA and stakeholder communication.
Commercial and technical grounding
Developed commercial judgement through consultative sales, service-contract work, needs analysis, relationship management and controlled support environments where accuracy and follow-through mattered.
Tools, platforms and working methods
Hands-on platform knowledge with commercial judgement.
The tools matter, but the judgement matters more. I use platforms and reporting to understand what is happening, where revenue or confidence is leaking, and what should be improved next.
Ecommerce and CMS
- Shopify storefronts and catalogue management
- WooCommerce and WordPress
- Magento and Linnworks order-flow experience
- Actinic and bespoke CMS platforms
- Products, variations, categories and landing pages
- Basket, checkout and customer journey improvement
Marketplaces and channels
- eBay and Amazon product management
- eBay Seller Hub and Terapeak research
- Temu channel setup
- Google Shopping and Merchant Center
- Google Ads, Bing, email and social timing
- Affiliate and cart-abandonment thinking
Reporting and BI
- GA4 and Google Tag Manager
- Search Console and Looker Studio
- Excel, Power Query and PivotTables
- KPI dashboards and product-performance reports
- AOV, CPA, margin, ROAS and product profitability
- Competitor-pricing and prioritisation reports
Operations and workflow
- Trello, Zoho, Monday.com and Smartsheet
- Briefs, approvals and QA workflows
- Launch planning and documentation
- Support notes and root-cause follow-up
- Supplier and specialist coordination
- Plain-English communication with stakeholders
Commercial improvement
- Product and category optimisation
- Pricing and competitor insight
- Customer reassurance and proof
- Basket, checkout and abandoned-cart thinking
- Campaign-to-site feedback loops
- Marginal gains across content, UX and reporting
AI-assisted working
- ChatGPT, Gemini and Google AI Studio
- NotebookLM and Perplexity
- Product-content review and QA checklists
- Campaign planning and research summaries
- Customer response drafting
- Documentation and reporting summaries
How I add value
I connect the commercial dots, then make the work practical.
I do not see ecommerce as a set of isolated tasks. I see it as a system where small issues in products, data, campaigns, stock, trust or reporting can quietly affect sales and customer confidence.
From channel to store
I can use marketplace, search, advertising, email and social signals to understand what deserves focus and whether landing pages are strong enough.
From data to action
I like reports that help people make better trading decisions: what to push, pause, test, rewrite, reprice, fix or investigate further.
From issue to root cause
I am used to separating symptoms from causes, especially when customer-facing issues, support tickets, platform problems or process gaps repeat.
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.
Commercial judgement, practical delivery, calm communication and evidence-led follow-through.I’d bring maturity, energy and practical ecommerce ownership.
What motivates me is the chance to help a growing sports eyewear brand become more connected, more visible and more consistently improved — not through noise, but through careful attention to the trading details that matter.
Andrew M. Elliott
Ecommerce Manager
Nottinghamshire, UK
