Liam Hewitt

VML is part of WPP group — operating across 50+ markets, built to connect brand, customer experience and commerce at scale, generating over $3BN of revenue in 2025.

I cover multiple roles at VML, and use my extensive experience to cover a broad range of services including; Paid Social, Retail Media, TikTok Shop, Social Commerce, eCommerce trading & optimisation, eCom platform selection and migration (Shopify, SAP and more), middleware (PIM, CMS, DAM, ERP, CDP and more)

Key Achievements;

• Delivered strategic retail media audit & optimisation strategy for a CPG conglomorate in UAE - reducing ad spend on Amazon & Noon by 22% and increasing ROAS by 2x
• Conceptualised & executed a highly successful TikTok ad campaign for the world's no1 femcare brand - resulting in 3 x ROAS
• Project managed a Shopify migration project for a world leading CPG brand - this covered migration discovery through to actual platform migration in early 2026
• Partnered with a global electronics brand to build out five year DTC expansion strategy - year 1 results saw 22% growth in APAC region

Candy Kittens is the UK's fastest growing confectionary brand. Majority owned by German manufactuer Katjes, it is now stocked across all major supermarkets with revenues of £20m+ P/A. This role focused on growing DTC, Amazon (Vendor & Seller) and TikTok shop as well as being responsible for all brand led digital activities including paid and organic social, display and third party advertising (e.g Podcasts) with budgets of £300k/YR.

Team Headcount: 4

• Set a UK record for the biggest ever FMCG TikTok shop livestream, grossing £50k in four hours - this included 3 million impressions and 130,000 TikTok users engaging with the stream. I project managed everything from technical set up, paid ads, product assortment and TikTok direct investment.
• Launched Amazon seller account - moving some revenue from the less profitable vendor set up but also driving incremental revenue. Delivered highest ever month for Amazon sales only three months after joining through assortment optimisations as well as clearer paid media strategy resulting in Amazon turnover growing over £1m p/a during my tenure.
• On DTC i delivered their biggest ever Christmas launch - tripling sales on their seasonal product (advent calendars and gifting) through sophisticated 360 digital marketing campaigns resulting in early sell out across the range.
• Overhauled their brand awareness marketing strategy - implementing monthly TikTok ad creative refresh and META once quarterly (vs yearly prior). Drove a slicker, more engaging creative type with tailored ads for each platform - this meant key metrics like View Through Rate are now tracking double what they were prior to me managing this activity.

Gordon Ramsay Restaurants is one of the world's largest hospitality groups spanning nearly 100 restaurants across 14+ brands/concepts. This role looked after all paid media (£1.5m/yr budget), website and e-commerce strategy primarily in the UK & US. I was promoted to take a global remit (including franchise) after around 9 months in the business.

Team Headcount: 6

• Delivered first digital-first Black Friday campaign - including targeted CRM, PPC and Paid Social campaigns as well as a world class Black Friday UX experience on site. This meant i doubled Black Friday revenue and November sales were £1m - up from £500k YR prior
• Responsible for all home delivery and quadrupled sales within my first six months, making this a multi-million pound revenue stream for the business. I achieved this by negotiating contracts and launching JUSTEAT at 23 UK locations, and SUPPER at 10 London locations. I launched 3 new brands and a total of 27 restaurants onto delivery.
• Set up CDP to give single customer view from acquisition through to table booking and table spend - this meant significant paid media savings through more targeted and cost efficient advertising
• In total took GRR.COM ecommerce turnover from £1m to £7m within a year selling merchandise and experiences. Increased tables booked through the website from 30% to 50% - from approx £25m to £50m in subsequent table spend.
• Delivered extensive ‘upsell’ project - acquiring a higher table spend through add on purchases and upgrades prior to dining (sold via ecommerce and CRM campaigns) delivering an extra £1.5m in revenue in addition to the above

Panasonic UK is one of the countries leading manufacturers of consumer electronics. This role focused on managing their direct to consumer website as well as eBay and Amazon.

Team Headcount: 5

• Grew direct to consumer sales by +137%YR in YR1 and 256%YR in YR2 - taking sales from around £500k per annum when i joined up to around £14M upon departure from the business
• Set up their PPC and affiliate programmes from scratch, which went on to drive circa 30-40% of sales and the majority of incremental growth
• Took direct to consumer ‘share of business’ from 0.2% upon joining to 1.9%
• Restructured team to bring in performance marketing specialists and instilled a ’customer first’ mentality in a business previously geared towards large retailers and little interaction with their end consumer through extensive coaching and company wide roadshows and presentations
• Redesigned back end UX to implement telesales (payment over phone) with an ERP integration into SAP. This project ended up driving £500k/YR incremental revenue and had a payback time of approx 2.5yrs.
• Expanded their tech stack with personalisation platform, reviews and heat mapping which helped increase conversion by 100BPS over the course of a year and drove significant revenue gains
• Project managed server migration from IBM to Microsoft Azure including SCRUM meetings and overall timeline/budget management
• Launched new features such as express delivery, gift finder and also automatic price match (Managing and coaching development team concept, UAT and release
• Managed Amazon performance marketing, including agency move and retender. Improved spend efficiency by over 200% by bringing account management in-house. Reworked budget pacing and spend to drive more profitable sales on the platform

hush is a leading womenswear retailer, trading primarily across DTC but also with strong retail partnerships with names such as John Lewis - the business turnover is approx £90m a year. My role was fully focused on DTC (85% business share at the time)

Team Headcount: 7

• Led a replatform of a £60m turnover website from Blubolt to Salesforce Commerce Cloud, on time and within budget. This included all project planning internally with multiple stakeholders including Finance, Buying, Logistics etc. Managed a replatform team of 20+ from web developers through to project managers. Led daily stand up meetings, weekly SCRUM meetings.
• Delivered the business first ever £1m turnover day during the covid-19 pandemic on the new, faster, salesforce platform with a conversion rate double that of the prior year
• Project Manager: Designed and launched click and collect functionality in conjunction with developers and Royal Mail within six months start to finish. This was a complex integration using legacy website and ERP platforms and required a huge amount of patience and resilience to see through to completion. This ended up being 15% of delivery mix, driving a basket abandonment reduction of 30%
• Project Manager: Managed and executed global expansion project by partnering with Global-E to manage international currency conversions and fulfilment. This was a complex project involving various API calls as well as a legacy ERP integration - this grew non UK sales from 2% to 10% within a year.

The Body Shop remains one of the most famous beauty brands in the world - my role was focused solely on DTC and was created as part of a L'Oréal initiative to centralise all e-commerce activity to the UK.

Team Headcount: 2

• Grew Swedish and Danish Ecommerce sales by 37% and 9% respectively over two years
• Full responsibility for all content, promotions and website UX/Taxonomy for four country websites on the SAP HYBRIS platform
• Was selected as ‘platform champion’ to train new territories who were replatforming onto SAP HYBRIS
• Promoted within 9 months in the business to manage French, Dutch and Belgian websites

Forever21 is a fast fashion retailer based in Los Angeles, California. Although it has no physical presence in Europe anymore, it does still ship to the continent and remains a huge name in the U.S - with over 500 stores. My role was focused on EU e-commerce sales.

Team Headcount: 3

• In partnership with Digital Director - designed and relaunched mobile website within 5 months start to finish on a bespoke Korean platform (hosted by IBM)
• Helped grow e-commerce sales by 200% by identifying business opportunities (e.g sizing, missed trends, navigation improvements)
• Managed a team of 3 producing web content and uploading products
• Learnt a huge amount about the fast fashion industry and American working culture

M&S is one of the UK's largest and famous retailers. Originally starting as a merchandising graduate, i managed to finish this within only 9 months before being fast tracked into a full time Assistant Merchandiser role.