Matt Rhys-DaviesEcommerce Analyst


About Me

/Who Am I

I’m Matt Rhys-Davies a London based Ecommerce Analyst with a skillset that is tailored towards ecommerce architecture, analysis of ecommerce ecosystems, and platform migrations. Whilst I consider myself predominantly “platform agnostic” I have a leaning towards the LAMP stack, with extensive experience in Magento (Community & Enterprise), Drupal 6+, and WordPress, with active exposure to .NET, Python and Java systems.


In addition to architecture, build, and platform support I have 5+ years experience in digital marketing channels, including email marketing, SEO, PPC, affiliate marketing and multi-variate testing as well as being a certified Google Analytics practitioner.

It is absurd to divide people into good and bad. People are either charming or tedious.

- Oscar Wilde -


/What I do

I help companies optimise their ecommerce and digital offering; whether it is the assessment and modification of existing ecosystems, or executing a full re-platform and migration, I bring a wealth of experience to the table.

Technical Architecture

Possessing an accomplished background in both development and ecommerce business analysis, I am effective and efficient in planning, executing and maintaining complex technical architectures across a wide range of verticals.

Web Replatforms

The decision to replatform is never an easy one to take, but is sometimes necessary. I am experienced in designing, delivering and migrating full replatform projects including: content migration, customer records, order history and SKU data. Whilst ensuring marketing activity and operations are not adversely impacted.

Performance Analysis

Assessing all channels of acquisition and customer journeys, I am adept at assessing the intent of the user (content consumption, data acquisition, transaction) and through an iterative approach, demonstrating measurable website and business performance.


7Years of Experience
23Projects Delivered
20000Lines of Code


/My entire career



Ecommerce Analyst

An experienced ecommerce business analyst; analysing technical systems & data flow, site performance, acquisition and optimising conversion rates.

Head of Technology

Mirum Agency

Leading the technical function of the London office across global blue chip clients; delivering transactional and non-transactional sites on Magento, Drupal and .NET.

Ecommerce Business Analyst

BBC WorldWide

Working across the ecommerce business unit to deliver responsive transactional sites for the US, Australia and the UK.


Handpicked Collection

Devising and implementing the Magento ecosystem, including: deployment flow (Jenkins & Capistrano), payment gateways, and a bespoke warehouse integration to manage customer-selected delivery dates.

Ecommerce Manager

Handpicked Collection

Managing all digital channels - SEO, PPC, Affiliates, Email Marketing - and delivery YoY growth, in addition to incorporating a newly acquired company into the ecommerce ecosystem.

Ecommerce Manager


Managing all digital marketing channels delivering 250% YoY growth, and project managing the integration of a new warehouse to fulfill all website generated B2C orders.

Content Manager


Defining and developing the content and social media strategy for the UK site; sourcing and integrating 750,000 words of unique content site-wide.


BA, New Media & Communications

Leeds University

The 3 year BA (Hons) course in New Media provided me with a solid foundation in media technology practice, including programming concepts & data mining.

BTEC, Media Production

Oxford College

This two year BTEC National Diploma provided we with a theoretical, conceptual and practical grounding in the global methods of media production and broadcast.





/Get in touch with me