My Tool Expert

My Tool Expert is a UK and German ecommerce brand created to sell a range of premium, branded tools online. 

As Head of Digital, I was responsible for building the brand’s entire digital operation from the ground up — including the team, the technology, and the online sales channels.

The goal was simple: launch a new tool brand into two markets and make it commercially successful without a huge marketing budget.

What I Delivered

• Building the Ecommerce Team
• I created and led a new in‑house ecommerce team consisting of:
• An Ecommerce Manager
• A Graphic Designer
• A Marketing Executive

Together, we handled everything from product setup and content creation to customer experience and performance marketing.

Shopify Store Development

I designed and built two Shopify stores, one for the UK and one for Germany

I ensured they were:

• Fast, reliable and easy to manage
• Optimised for search engines
• Fully branded and consistent across both markets
• Integrated with Amazon UK for additional reach
• SEO‑Led Growth Strategy

With limited budget, the website needed to perform strongly in organic search. 

I focused on:

• Technical SEO foundations
• Search‑friendly product structures
• High‑quality product content
• Clean, fast page performance
• Category‑level optimisation

This was supported by targeted Amazon PPC to capture high‑intent buyers.

Impact

The results were strong from the start. Within the first year:

• The brand generated £350k in online sales
• Organic search became the primary traffic driver
• Amazon PPC delivered consistent, profitable conversions
• The team operated smoothly and independently day‑to‑day

The project proved that with the right structure, strategy and execution, a new ecommerce brand can scale quickly, even in a competitive market.