A selection of projects I’ve built, scaled, and sold over the past decade.
Feetus | Founder | UK | 2012 – 2016
E-commerce & Brand Strategy
Left Vodafone and built a barefoot shoe retailer from £0 to £800k+ in 3.5 years with minimal marketing budget. Created a controversial brand name so memorable that customers called all minimalist shoes “Feetus shoes.” Discovered the real profit was in premium toe socks, becoming the UK’s largest retailer.
Key Achievements
- Grew from £0 to £800k+ revenue in 3.5 years with zero marketing budget
- Achieved #1 UK market position for Injinji socks
- Created brand identity so strong customers used it as category name
- Built profitable B2B extension (FirmAppa) with 200-1000% margins
- Maintained 100% customer satisfaction across all platforms
SKILLS APPLIED
Brand strategy, e-commerce operations, multi-channel marketing, copywriting, supplier relationship management, margin optimisation, customer service excellence, competitive analysis, SEO strategy, content marketing
SYSTEMS & TOOLS
WordPress, WooCommerce, Amazon Seller Central, eBay, Google Analytics, Google Ads, Mailchimp, social media marketing platforms, inventory management systems, supplier communication tools
RELATED READING
Why I named my company something people hated
How toe socks saved my shoe business
Building a £1M business with £0 marketing budget
The power of controversial branding
Apolline Training | eLearning Manager | Remote | 2018 – 2025
E-learning Platform Management
Scaled a dental compliance training platform to 30,000. Built the platform from scratch, managing LMS setup and user systems to course development with subject matter experts. The platform has delivered over 100,000 course completions with a 98% satisfaction rating. Established operational standards and processes that allowed scaling without losing consistency. Created marketing content and platform communications. The business was acquired by Dentistry.co.uk (FMC). I remain involved in platform operations.
Key Achievements
- Scaled platform from zero to 30,000+ users across 40+ countries
- Delivered 100,000+ course completions with 98% user satisfaction rating
- Established LMS standards, quality frameworks, and troubleshooting processes that enabled consistent international scaling
- Built platform infrastructure supporting diverse user groups (clinical professionals, support staff, administrative roles)
- Created marketing campaigns and content strategies that drove user acquisition and retention
- Successfully managed platform transition following acquisition by Isopharm
SKILLS APPLIED
Learning operations management, LMS administration, platform scaling, content strategy, international team coordination, user experience optimisation, data analysis, project management, course design, stakeholder communication
SYSTEMS & TOOLS
WordPress LMS, Google Analytics, Intercom, Mailchimp, Asana, Google Workspace, YouTube, Canva, custom analytics dashboards, video production tools
RELATED READING
Essential features of an LMS for language schools
How to evaluate if your platform is white-label ready
Managing students in educational tourism: Key challenges
Building effective online courses that people actually complete
Teach HQ | Instructional Designer | Remote | 2023 – 2025
E-learning Platform Management
Scaled a dental compliance training platform to 30,000. Built the platform from scratch, managing LMS setup and user systems to course development with subject matter experts. The platform has delivered over 100,000 course completions with a 98% satisfaction rating. Established operational standards and processes that allowed scaling without losing consistency. Created marketing content and platform communications. The business was acquired by Dentistry.co.uk (FMC). I remain involved in platform operations.
Key Achievements
- Scaled platform from zero to 30,000+ users across 40+ countries
- Delivered 100,000+ course completions with 98% user satisfaction rating
- Established LMS standards, quality frameworks, and troubleshooting processes that enabled consistent international scaling
- Built platform infrastructure supporting diverse user groups (clinical professionals, support staff, administrative roles)
- Created marketing campaigns and content strategies that drove user acquisition and retention
- Successfully managed platform transition following acquisition by Isopharm
SKILLS APPLIED
Learning operations management, LMS administration, platform scaling, content strategy, international team coordination, user experience optimisation, data analysis, project management, course design, stakeholder communication
SYSTEMS & TOOLS
WordPress LMS, Google Analytics, Intercom, Mailchimp, Asana, Google Workspace, YouTube, Canva, custom analytics dashboards, video production tools
RELATED READING
How to choose an LMS for your educational tourism business
Choosing the right learning platform for your organisation
Turning expert knowledge into engaging online courses
Building scalable learning content for compliance training
The role of multimedia in modern e-learning
FirmAppa | Founder | UK | 2013 – 2016
B2B Promotional Products
Created a B2B promotional products company supplying major events and brands, including Reebok Spartan Games. Found an untapped opportunity in the supply chain and built a business around it. Achieved margins of 200–1000% through strategic sourcing and supplier relationships. Turned a customer loyalty tactic into a standalone, profitable business. Proved that sometimes the best business opportunities come from seeing what already works and scaling it differently.
Key Achievements
- Built profitable B2B revenue stream achieving 200–1000% margins through strategic supplier sourcing
- Became primary supplier to major brands including Reebok for event merchandise
- Scaled from concept to six-figure revenue within 18 months
- Demonstrated ability to identify and exploit market gaps
- Built lasting supplier relationships providing competitive advantage
SKILLS APPLIED
Supply chain management, supplier relationship building, pricing strategy, margin optimisation, B2B sales, negotiation, strategic sourcing, market opportunity identification, relationship building, business development
SYSTEMS & TOOLS
Email management, spreadsheet analytics, CRM basics, payment processing systems, supplier communication platforms, invoicing tools, inventory tracking
RELATED READING
The £1 product that built a six-figure B2B business