Direct To Consumer Lead Technology & Hardware

Dylan Yates Head of Direct to Consumer

London, UK *****.*****@*****.*** http://linkedin.com/in/dypublishing 078***-*****

Professional Summary

Dynamic DTC leader with 15+ years of experience driving digital transformation and revenue growth across consumer tech, eCommerce, and global brand ecosystems. Proven ability to build and scale high-performing DTC platforms generating £10M+ in new revenue by leading cross-functional teams across product, marketing, and tech. Strategic thinker with hands-on expertise in customer acquisition, retention, data-led funnel optimisation, and platform innovation. Excels in high-growth environments at the intersection of content, commerce, and connected devices.

Experience

Virgin Media O2 — Digital DTC Experience Lead May 2024 – Present

London

- Led digital transformation of mobile and broadband DTC journeys, improving conversion by 20%.

- Oversaw strategy and execution across acquisition, personalisation, and retention.

- Introduced experimentation culture and agile product delivery to align tech and commercial teams.

Reckitt — Global DTC & eCommerce Lead (Durex, Veet, Scholl, Finish & AirWick) Apr 2019 – Mar 2024

Slough

- Built and scaled Shopify-based DTC ecosystems across 10+ international markets.

- Achieved £10M+ in incremental revenue through performance marketing, CRO, and CRM optimisation.

- Unified global CX by integrating eCommerce, content, and media planning.

- Partnered with product and legal to manage regulatory, privacy, and payments compliance across regions.

DTC Strategy Consultant Jan 2017 – Mar 2019

Reading

- Advised DTC startups and scale-ups in the consumer tech and lifestyle spaces.

- Delivered GTM strategy, funnel design, and full-funnel performance growth plans.

- Developed rapid MVPs for early-stage validation using Shopify, Zapier, and no-code tools.

Yell.com – Team Manager Website Production Sep 2011- Dec 2016

Reading

Skills & Expertise

DTC Strategy: Acquisition & Retention, CX Design, Funnel Optimization, Loyalty & CRM, Marketplace Expansion

Digital Platforms: Shopify, BigCommerce, SAP, Salesforce, Segment, Stripe, GA4, Looker, Amplitude

Performance Marketing: Paid Social, Google Ads, Affiliate, Attribution Modelling, MarTech & Automation

Leadership: Global Stakeholder Management, Agile Delivery, Growth Forecasting, Remote Team Leadership

Education

The University of Manchester 2008 – 2011

Bachelor of Arts - BA, Communication and Media Studies

Grade: 1st

Personal Interests

Music production, amateur dramatics, paddleboarding, strategy gaming

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