Summary
Overview
Work History
Education
Skills
Accomplishments
Technical Skills
Top 50 People in e-commerce
Timeline
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Alex Carter

St Kilda,VIC

Summary

Strategic and digital e-commerce leader with a strong background in driving online growth, enhancing customer experience, and improving operational efficiency. Demonstrated success in leading high-performing teams, developing data-driven strategies, and optimizing digital performance to achieve superior business outcomes. Skilled in accelerating e-commerce initiatives, implementing conversion rate optimization (CRO) techniques, managing digital operations, and expanding marketplaces. Passionate about leveraging insights, experimentation, and innovation to continuously enhance user experience and drive commercial success.

Overview

8
8
years of professional experience

Work History

Head of Digital Experience & Operations

David Jones
04.2024 - Current
  • Own the digital strategy, e-commerce operations, and UX/CRO initiatives to drive online growth and improve customer experience
  • Oversee a team of UX, UI, front-end developers, and product designers, ensuring a user-centric and data-driven approach
  • Lead the Conversion Rate Optimisation (CRO) function, partnering with Jellyfish and Tribalism to implement experiments that improved CVR
  • Spearheaded the Contentful CMS implementation, enabling dynamic content and templated pages to enhance merchandising and performance
  • Directed the new David Jones app launch, exceeding adoption forecasts and achieving market-leading engagement scores
  • Leading the headless website migration, enhancing site performance, SEO, and agility in feature deployment
  • Strengthened cross-functional collaboration between Trade, Marketing, and Product, ensuring data-driven decision-making
  • Reduced fraud by 27% through improved commerce, payment gateway, and Riskified integrations
  • Restructured the digital operations team, improving customer service efficiencies and streamlining fulfilment processes
  • Defined and implemented the David Jones Marketplace strategy, growing vendor partnerships and onboarding +250 brands
  • Increased organic search visibility with keyword research, analysis, and implementation.
  • Enhanced user experience through site architecture improvements and navigation optimization.
  • Aligned SEO efforts with social media marketing campaigns for a cohesive digital presence across platforms.
  • Conducted thorough competitor analysis to identify market trends, gaps, and opportunities for differentiation.

Digital Experience Manager

David Jones
09.2023 - 04.2024
  • Led digital experience optimisation efforts, improving on-site search, merchandising, and content strategy
  • Partnered with product and trade teams to enhance e-commerce journey mapping and customer segmentation
  • Implemented A/B testing frameworks to refine UX and drive conversion growth
  • Aligned company objectives with individual goals, fostering a collaborative environment that prioritized teamwork and collective success.
  • Led cross-functional teams for successful product launches, resulting in increased market share and customer satisfaction.
  • Enhanced product development process by implementing agile methodologies and streamlining team communication.
  • Oversaw budget allocation for product development projects, ensuring optimal resource utilization.
  • Negotiated contracts with suppliers and manufacturers, securing favourable terms that benefited both parties involved.

User Experience Manager

David Jones
01.2022 - 10.2023
  • Developed and optimised user experiences, driving data-backed UX/UI improvements
  • Defined and led the David Jones SEO strategy, achieving +12% organic traffic growth over three years
  • Conducted usability testing, user interviews, and research to inform site enhancements and engagement strategies
  • Led redesign efforts for legacy applications, modernizing interfaces while maintaining familiar workflows for long-time users.
  • Developed and implemented UX strategies for enhancing product performance and customer satisfaction.
  • Improved user experience by conducting comprehensive usability testing and analyzing user feedback.
  • Reduced customer support inquiries by redesigning complex interfaces for better usability and comprehension.
  • Created detailed wireframes, mockups, and prototypes to effectively communicate design ideas to stakeholders.
  • Optimized website navigation with thorough analysis of user flow, resulting in increased user engagement.
  • Managed a team of UX designers, delivering high-quality designs within tight deadlines.

Ecommerce Manager Australia

PETstock
03.2020 - 12.2021
  • Managed e-commerce strategy and achieved +45% online sales growth
  • Led the Shopify Plus migration, enhancing platform scalability and performance
  • Oversaw digital marketing performance, merchandising, and UX improvements
  • Improved site performance through regular monitoring, updates, and troubleshooting.
  • Performed ongoing competitor analysis and market research to identify emerging trends and areas for potential improvement within site architecture and content offerings.
  • Analyzed user behavior data via Google Analytics to make informed decisions on UX/UI adjustments for better overall usability.
  • Ensured consistent branding across all digital assets by adhering to established style guides and design principles.
  • Optimized website loading times by implementing technical solutions such as caching mechanisms, image optimization techniques, and server-side configurations.
  • Assisted in driving lead generation efforts through strategic placement of contact forms, chatbots functionality implementation.

Ecommerce Project Manager

PETstock
10.2018 - 03.2020
  • Led cross-functional projects to enhance e-commerce operations and user experience
  • Implemented process automation and tools to improve operational efficiency
  • Maintained schedules to meet key milestones at every project phase.
  • Directed changes to project scope and cost and implemented appropriate change management processes to keep project on track.
  • Presented regular status reports to executive leadership, providing insights into progress made toward achieving key milestones.
  • Mentored junior project managers and team members to enhance their skills and career growth.
  • Established effective communication channels with stakeholders to ensure transparency and alignment of expectations.

Category Buyer

PETstock
02.2017 - 10.2018
  • Managed buying strategy for key product categories, optimising assortment, pricing, and supplier negotiations.
  • Developed and implemented promotional strategies to increase category revenue and market share.
  • Successfully negotiated 12-month promotional programs with key suppliers to drive sustainable growth.
  • Led cross-functional collaboration between merchandising, marketing, and operations to enhance product visibility and sales performance.
  • Conducted in-depth market analysis, trend forecasting, and competitor benchmarking to inform purchasing decisions.
  • Contributed to the development of procurement policies and procedures to ensure best practices are consistently applied across all aspects of category management activities.
  • Assisted employees, vendors or customers by answering questions related to sourcing and procurement processes, procedures and services.
  • Implemented risk mitigation strategies to minimize disruptions in the supply chain due to unforeseen events or issues.
  • Conducted procurement life cycle from request submission through contract filing.

Education

Digital Marketing Strategy -

RMIT University
02-2019

Skills

  • Shopify Plus Expertise
  • Content Management Expertise
  • DynamicYield Platform Knowledge
  • Google Analytics Proficiency
  • Data-driven design
  • AB Tasty
  • Feature Flag Management
  • SEO Strategy Development
  • Conversion Rate Analysis
  • Keyword Strategy Development
  • Jira Workflow Optimization
  • Trello Workflow Optimization
  • User-Centric Design
  • Agile Project Management
  • Order Management Expertise
  • Fraud Prevention Skills
  • Supply Chain Optimization

Accomplishments

  • Managed a $3.5M digital budget, delivering operational efficiencies worth $4.7M across fulfilment, last-mile delivery, and in-store wages.
  • Achieved +12% organic traffic growth YoY and spearheaded the David Jones Longtail Program, generating $8M in organic sales over two years.
  • Led $18M in successful AB tests that improved site conversion and customer engagement.
  • Directed the development of a new David Jones mobile app, achieving a 4.5-star rating and 75,000+ downloads within 8 months.
  • Headed the David Jones website migration to a headless front end, accelerating UX and engineering timelines for digital transformation.
  • Identified and executed strategic changes to last-mile delivery, resulting in a $2.1M annual cost saving by shifting to free standard delivery.
  • Led the David Jones Marketplace, exceeding sales targets by +11%, streamlining onboarding processes, and defining a strategy for +400% sales growth by FY29.

Technical Skills

Shopify Plus, Contentful, DynamicYield, Insider, Google Analytics, A/B Testing (Optimizely, LaunchDarkly), CRO Strategy, Organic Search Optimisation, Keyword Strategy, On-site SEO, Resolution Digital, Jira, Trello, Design Thinking, Agile Methodologies, Order Management Systems, Riskified (Fraud Prevention), Logistics Optimisation

Top 50 People in e-commerce

What an incredibly humbling experience this was, to be named number 28 in Inside Retail Australia Top 50 eCommerce in 2021.

2021 was a year for challenging one's self and the status quo. This resulted in many a success... but equally, as many a failure too. I was incredibly lucky to have been supported by a business that encouraged us to "fail fast & to fail hard" - to never stop trying and never give in.

Timeline

Head of Digital Experience & Operations

David Jones
04.2024 - Current

Digital Experience Manager

David Jones
09.2023 - 04.2024

User Experience Manager

David Jones
01.2022 - 10.2023

Ecommerce Manager Australia

PETstock
03.2020 - 12.2021

Ecommerce Project Manager

PETstock
10.2018 - 03.2020

Category Buyer

PETstock
02.2017 - 10.2018

Digital Marketing Strategy -

RMIT University

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Alex Carter