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Balmonds · 2020 – present
Designed, built and evolved
Beyond the website
The work around the site that keeps the brand moving.
Email marketing, end to end
Set up and integrated Klaviyo. I design, build and deploy every campaign.
Paid social creative
The majority of static ads and graphics running across Meta and other channels.
Print & packaging
Designed and amended product labels and leaflets in earlier years.
Nailberry · 2021 – present
Website built from the ground up
Not just theme settings: real code
Custom Shopify development written and tested by me.
01
Metafield-driven collection filtering
Custom collection template with category-tab filtering, driven by product metafields.
02
Modular feature components
Reusable sections with full layout, colour and style controls, so pages can be created with quality and efficiency.
03
Interactive landing pages
A scroll-triggered image crossfade experience for the BioGlow launch: sticky container, JavaScript scroll mapping, responsive variants.
Shopify
Liquid
JavaScript
Metafields
Role fit
Website management & optimisation
Built and run both sites today
Product pages & ecommerce content
Write, build and optimise PDPs and landing pages
Merchandising & product presentation
Product setup, catalogue structure, collections and site merchandising for both brands
Email marketing & CRM (Klaviyo)
Set up both accounts; run Balmonds end to end
Amazon content & Brand Stores
A+ Content, Brand Store and listing imagery across both brands
Performance & conversion optimisation
Site audits, CRO improvements and testing across PDPs and landing pages
Reporting & analysis
Monitor site, email and Amazon performance for other brands. Ready to own both brands' dashboards and reviews
SEO & customer journey
Landing pages, blog content, on-page amendments and internal linking across both sites
Paid media collaboration
Produce most static ad creative used today
Marketing & launch support
Landing pages and assets for every launch
Cross-functional collaboration
Work daily with customer service, marketing and internal teams across both brands, plus external agency partners
Innovation & AI
AI tools in daily development and content work
How I work
From concept to live
01
Design
Wireframes, mockups and prototypes; on-brand graphics and creative.
02
Build
Shopify Liquid, HTML, CSS and JavaScript, coded and tested by me.
03
Ship & support
Live, then iterated with the team’s feedback and the data.
No handoffs between designer and developer. Nothing lost in translation.
AI as a multiplier, not a crutch
Development, content & research
Claude · ChatGPT · Gemini · Perplexity · Google Labs
Creative & video
Runway · Higgsfield
Rapid prototyping
Replit · Lovable · Base44
AI speeds up work I already know how to do well. The underlying Shopify, design and brand knowledge is what makes the output right, and human judgement always leads.
The difference
Today, through an agency
My week is split across multiple clients
Limited hours per brand each month
Work is mostly reactive: briefs in, work out
Everything delivered so far has been achieved within those constraints
In-house, full time
100% of my time on Balmonds and Nailberry
Proactive: a CRO and testing roadmap, not just a request queue
Faster launches, deeper optimisation, richer reporting
Six years+ of site and brand knowledge stays inside the business
First 90 days
01
Days 1 - 30 — Assess
Full audit of both sites: content, speed, UX, SEO
Updates and improvements to themes, code and integrations
Clear the quick-win backlog
Align priorities with both MDs and the wider team
02
Days 31 - 60 — Optimise
CRO testing plan for key product pages (PDPs) and landing pages
Klaviyo flow review, segmentation and improvements
Amazon A+ and Brand Store refresh
Performance dashboard covering site, email and Amazon
03
Days 61 - 90 — Create
Seasonal campaign and content calendar for both brands, with assets, designs and PDPs planned ahead
New assets, sections and modular developed blocks for every product page
AI-assisted workflows rolled into daily production
Agree measurable targets per brand for the year
Background
2009
Lead Stone Mason - CAD technical drawings for Grade I and II listed restorations
2013
Digital marketing - SEO, analytics and design
2015
Britt’s Superfoods - led the full rebrand and Shopify launch; still a client today
2019
Sector106 - ecommerce designer and developer within the agency team
from 2020
Balmonds & Nailberry - designed and built both current sites
Continuity
I wrote the code, shaped the identities and set up the integrations. No handover, no ramp-up, no lost knowledge.
Capability
Design and development in one person, covering every area of the role from day one.
Commitment
Six years invested in these brands. I want to give them all of my time, not part of my week.