Meet The Team

  • Paul Rouke

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    Founder & CEO of PRWD

    Paul Rouke

    A proud father of three children with Clare, continually balancing family life and business commitments.

    Who is He?

    The Founder and CEO of PRWD

    Background

    Starting in the digital industry back in 1999 as the first web designer at Shop Direct, Paul soon realised how important it was to listen to and watch users. User research became core to how Paul understood what opportunities there were to improve and optimize online experiences. Since Paul started PRWD in 2004 he has championed user driven conversion optimization.

    Right now

    Paul is leading the growth strategy for the agency, working alongside our Operations Director, whilst continuing to be one of the most visible and influential thought leaders in the conversion optimisation industry. This includes keynote speaking, book publishing, writing and consultancy. Paul is also championing the importance of PRWD’s Conversion Optimisation Maturity Audit for businesses around the world.

    Highlight

    Paul was privileged to be the opening keynote speaker at one of the industry’s most established and respected conferences, Elite Camp 2016.

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  • Clare Rouke

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    Accounts & HR Manager

    Clare Rouke

    Working unselfishly in the background to keep the demanding business and home life running smoothly whilst supporting Paul on his entrepreneurial journey

    Who is she?

    Accounts and HR Manager, the wife of PRWD’s Founder Paul – and mother of their two (soon to be three) children.

    Skillset

    Accounting / HR / Beauty Therapist / Mummy / Retail / Multi-tasking / Completer Finisher

    Background

    From her early twenties Clare held a few different roles within the retail, distribution and recruitment industries, before deciding to start studying beauty therapy in order to begin working for herself. For four years before becoming a mum for the first time, Clare went on to work for herself in a very successful beauty and holistic therapy salon. Customer delight was a cornerstone of Clare’s business. After three years bringing up Paul and Clare’s two daughters, in early 2014 Clare took on the increasingly important Accounts and HR roles within the business. In her first two years the business revenues grew over 200% and the team grew by 300%, placing increasing demands on Clare’s behind the scenes role.

    Right now

    Clare is expecting her third child in late January, and leading up to this is continuing to manage the company’s accounts and HR requirements.

    Highlight

    After not flying for over five years since the birth of her first child due to a major fear of flying, Clare overcame her fears to fly over to Estonia with Paul in 2016 to watch him deliver his opening keynote at Elite Camp.

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  • James Pogson

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    Operations Director

    James Pogson

    Always Learning. Loves Sharing. Never rests.

    Who is he?

    James is our Operations Director.

    Skillset

    Qualified in Accountancy, Marketing, Lean Six Sigma, Prince 2, Agile Scrum and Extreme Ironing.

    Background

    From Finance, through eCommerce into Digital, James has worked with a combination of fast paced, customer facing PLC, Start-Up, Turnaround and Transformational businesses, including an acquisition and turnaround within The LateRooms Group. Enjoyed working alongside, shaping and delivering a portfolio of SME clients.

    Right now

    Delighted to be working alongside Clare and Paul Rouke and the PRWD team to kick the business on to the next level. Love the psychology of behavioural economics, application of business modelling and embracing a lean agile culture.

    Sees the good in people. Gets stuff done.

    Highlight

    Blessed to have a fabulous family, genuine friends, a cute dog called Saffy, the clarity to see the end game and the ability to execute the bits in the middle.

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  • Dante Naylor

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    Marketing Manager

    Dante Naylor

    Cinephile and eighties minimalist fiction fan who wants the universal language to be gifs

    Who is he?

    He is our Marketing Manager

    Skillset

    Content marketing / event planning / social media / partnerships / strategy development

    Background

    Upon graduating from Lancaster University with a degree in English Literature, Dante joined PRWD as a marketing executive, focusing on their content marketing drive and collaborative marketing activities with software partners before moving into the management team.

    Right now

    Dante is overseeing various projects at PRWD (such as the Conversion Optimisation Maturity Audit™ and the development of a sequel to ‘The Growth Strategy That’s Being Ignored’) to increase visibility and the continued education on conversion optimisation to the digital industry. Dante is also developing and implementing marketing strategies to realise PRWD’s high-growth ambitions

    Highlight

    To achieve business growth, Dante will develop a marketing strategy that will increase brand exposure and interaction through a variety of channels.

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  • Rachel Whelan

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    Marketing Executive

    Rachel Whelan

    Office cake eater and hedgehog lover.

    Who is she?

    She is our Marketing and Operations Executive

    Skillset

    Planning/ Project Management

    Background

    Passionate about connecting with people, Rachel studied Marketing at Lancaster University and completed her degree in 2014. Just after graduating she relocated to Reading and landed a position supporting two local businesses with their Marketing and Project Management. Since then, Rachel has worked for one of the UK’s leading healthcare staffing providers in their busy Marketing department.

    Right now

    Rachel works closely with Dante collaborating on the marketing strategy and its implementation to help promote PRWD’s presence with the industry as well as ensuring the smooth running of the agency.

    Highlight

    Rachel enjoys making sure the team has everything they need so they can work happily and effectively.

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  • Chris McCormick

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    Head of Optimsation

    Chris McCormick

    Having spent the last 5 years working client side for Shop Direct – the UK’s largest online retailer (their brands include Very.co.uk, littlewoods.com, K&Co and Woolworths) – Chris brings with him a wealth of experience in understanding key customer journeys and behaviours. He was part of a fast paced, data driven ‘test and learn’ culture which on average delivered 70 tests per month across desktop, mobile and tablet.

    Most recently, Chris was part of a Shop Direct team that won the coveted ‘Best Customer Experience in Retail’ award and was a key player in their transformation into a pure customer-centric organisation. His passion and enthusiasm is clear and he is a strong believer in ensuring companies adopt a customer led approach before finalising any business decision.

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  • Emma Travis

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    Senior Optimisation Strategist

    Emma Travis

    A peanut butter obsessed, fitness freak with an irrational love of post it notes.

    Who is she?

    She is our user research expert.

    Skillset

    User research techniques / Consumer psychology / Eye tracking

    Background

    Emma has over 5 years’ experience in UX & CRO. Her specialism lies in planning, conducting & analysing user research to identify opportunities for optimisation. From card sorting to eye tracking technology, Emma is passionate about observing user behaviour & speaking to users first hand to finding out what makes them tick.

    Right now

    At PRWD Emma leads multiple ongoing optimisation programmes for enterprise level clients, including Wilko & Bensons for Beds. This involves everything from initial research & data analysis, hypothesis creation, collaborating with design & development teams & test result analysis.

    Highlight

    With a background based largely in UX, Emma loves finally being able to understand the impact her recommendations have on client’s key metrics through A/B testing.

    Read Latest Blog Posts
    • Testing
    • Strategy
    • Research
    • Customer behaviour
    • Psychology principles
  • Dr Fio Dossetto

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    Optimisation Strategist

    Dr Fio Dossetto

    Passionate about tea, Icelandic jumpers, and Oxford commas. Often dreams in two languages.

    Who is she?

    She is one of our most senior Optimisation Strategists.

    Skillset

    Persuasive Content / Training / Research / Strategy / Methodology

    Background

    In the past 7 years, Fio has worked in the field of content and conversion strategy in the UK, Canada, and Italy. Most recently, she earned a PhD from the University of Nottingham and spent over two years at one of Italy’s largest digital agencies, optimising websites for major brands including Prada, Smeg, and Vespa.

    Right now

    At PRWD, Fio leads and works on multiple client projects, including user-centred redesigns and optimisation programmes. She specialises in strategic and persuasive content, and enjoys delivering presentations and collaborative training workshops on copywriting for conversion and consumer psychology.

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    • Testing
    • Strategy
    • Research
    • Copywriting
    • Persuasion techniques
  • Chris Todd

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    Optimisation Executive

    Chris Todd

    Teaches peers how to bring order to chaotic analytics accounts one football analogy at a time.

    Who is he?

    He is our analytics ninja.

    Background

    Chris has worked in digital marketing for the past 6 years across a range of roles including acquisition and ecommerce, whilst also finding time to go peacekeeping with the United Nations.

    With the majority of his roles being in-house, Chris brings to the team an understanding of how internal teams work and the pressures our clients face.

    Right now

    During his time at PRWD, Chris has led a number of projects ranging from CRO programmes to user centred redesign research.

    Highlight

    What Chris can’t uncover about your website using segments, custom reports and pivot tables isn’t worth knowing.

     

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    • Testing
    • Strategy
    • Research
    • Analytics
    • Data interrogation
  • Nicholas Sadler

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    Optimisation Executive

    Nicholas Sadler

    TV and Film geek, wannabe superhero, dog lover and secret metal hipster who loves nothing more than a CRO pun.

    Who is he?

    He is our Optimisation Scientist.

    Skillset

    Data Analysis / Experiment Design / HTML / CSS / jQuery

    Background

    After achieving an undergraduate degree in applied chemical and pharmaceutical science Nick chose to break into digital (instead of breaking bad!). From here he obtained a postgraduate Masters in Computing and started a digital career. He loves applying his scientific thinking to CRO and maximise the knowledge gained from optimisation.

    Right now

    At PRWD Nick spends time getting into the minds of customers, Leveraging customer data, user research and A/B testing to create knowledge about customers. His scientific approach to optimisation helps separate and quantify opportunities on client’s websites. He loves experimentation and coming up with new ways to solve unique problems.

    Highlight

    Nick calls on his scientific and technical background to yield high quality optimisation for our clients from user research, through analytics, and onto organisation and reporting.

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    • Testing
    • Strategy
    • Research
    • Data interrogation
    • Coding
  • Sophie Carsten

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    Optimisation Strategist

    Sophie Carsten

    An avid gamer and traveller. She can either be found playing Zelda, adventuring around Hyrule and solving puzzles, or with her backpack on getting lost in a new city.

    Who is she?

    She’s our Agile Strategist

    Skillset

    Agile / Behaviour Driven Development / Psychology / Python

    Background

    Sophie completed her Psychology degree at the University of Nottingham, taking a special interest in decision-making, Human-Computer-Interaction and cognitive psychology.

    After university Sophie joined IBM to kick-start her career in the technology industry. During her time at IBM she went on to become a scrum master, working in an agile environment, to deliver reliable changes at speed for clients such as Citi Bank and Apple.

    Right now

    As the newest Optimisation Strategist at PRWD, Sophie brings with her a range of skills from presenting at client workshops and moderating psychological experiments to developing in Python and Ruby.

    Sophie is getting involved with several optimisation programs from gathering research and insights, developing hypotheses and test statistical analysis.

    Read Latest Blog Posts
    • Testing
    • Strategy
    • Research
    • Psychology principles
    • Statistics
  • David Mohr

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    Optimisation Intern

    David Mohr

    Seeing through the eyes of the customers will never be overrated.

    Who is he?

    He is an Optimisation Strategist Intern from Germany.

    Skillset

    Ecommerce Strategy, User Centred Design, Persuasion, HTML, CSS

    Background

    Having the objective of specialising in website optimisation, he is currently studying ecommerce at university. Through lectures in Conversion Optimisation, and Online Marketing he has gained a well-founded knowledge and understanding of ecommerce strategies.

    Right now

    David is involved in a variety of User Research projects as well as in the Design of new UX-Processes.

    Highlight

    Fascinated about the power of persuasion and user centred design, David strives for making the most out of applying those on websites.

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    • Ecommerce Strategy
    • User Centred Design
    • Persuasion
    • HTML
    • CSS
  • Phil Williams

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    Senior UX Designer

    Phil Williams

    Mario loving design geek obsessed with time travel and bacon.

    Who is he?

    PRWD’s Leading UX and Design Guy.

    Skillset

    Design / UX / Front End Dev / Creative Thinker

    Background

    With over 10 years’ experience in Digital Design and UX, Phil has worked in a variety of roles across a range disciplines ranging from Retail, Medical and Media. His work on digital solutions range from initial wireframes, through to prototype design, then build and live stages.

    Right now

    Leading the Design and Development team at PRWD, Phil challenges you to think differently running creative workshops and collaborative sketching sessions to achieve user and business goals. Working from user research to delivering high end working prototype designs, Phil truly understands consumer behaviour and what users want from modern digital platforms.

    Highlight

    With a strategic, problem solving, creative mind, Phil will find the solution to any digital problem using his versatile skill base and design knowledge.

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    • Testing
    • Strategy
    • UX
    • Design
    • Code
  • Scott Woodcock

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    UX Designer

    Scott Woodcock

    Favorite Quote

    “UX is like a joke, if you have to explain it, it’s not that good”

    Who is he?

    Our UX Designer

    Skillset

    UI/UX / Typography / Branding / HTML / CSS

    Background

    After completing his degree in Graphic Design from the Cambridge School of Art, Scott’s career in design led to him to working in city based agencies in London and Manchester. Scott has considerable experience within Retail and Automotive sectors where he worked alongside world leading brands such as Nike and Mercedes-Benz.

    Right now

    Within PRWD Scott works closely with optimisation strategists to create innovative user experiences for clients, practicing user centred design principles that base design decisions on user needs and business goals.

    Highlights

    Scott has strong attention to detail and a passion to perfect user experiences. He is a strong advocate in the importance to stay up to date with the latest technologies and advancements in design. Being an innovative thinker Scott is committed to achieving excellence in UX and to convey a desired feeling of information in its simplest form.

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    • Testing
    • Strategy
    • UX
    • Design
    • Code
  • Lisa Patel

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    Front End Developer

    Lisa Patel

    Petite weightlifting, cake baking, wannabe adventurer who lives in the matrix.

    Who is she?

    She is our coding expert.

    Skillset

    HTML5 / CSS / SASS / jQuery / Javascript

    Background

    Lisa has over 5 years’ front end development experience from renowned digital agency environments, crafting digital platforms for a range of sectors from pharmaceutical to retail. Lisa also worked agile as part of larger team to deliver a high end automotive clients website restructure.

    Right now

    At PRWD Lisa has led the way in crafting the development process, being an expert in a range of A/B testing tools, developing the technical audit, outlining our quality assurance document and pulling together the front end for our CRO Maturity Audit App while even picking up some Ruby on Rails along the way.

    Highlight

    Lisa happily calls upon her versatile coding ability throughout our processes and is highly enthused at being involved in the full life cycle of projects.

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    • Testing
    • Strategy
    • UX
    • Design
    • Code

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