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 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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    Business Development & Marketing Manager

    Dante Naylor

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

    Who is he?

    He is our Business Development & 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 & Operations 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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  • Jen Batchelor

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    Optimisation Strategist

    Jen Batchelor

    Travel obsessed and a yoga fanatic

    Who is she?

    She is one of our optimisation strategists

    Skillset

    Research / Psychology

    Background

    Jen  has recently joined PRWD in the role of Optimisation Strategist. Over the last 2 years Jen has been at Shop Direct developing trading plans for key strategic pillars across both the Very.co.uk and Littlewoods brands. With invaluable experience from the UK’s second largest pureplay online retailer and a strong background in psychology and research, Jen strengthens the optimisation team with expertise and enthusiasm in keeping the user front and centre

    Right now

    Jen leads CRO optimisation programmes – Improving your key website metrics through intelligent, research and data-led A/B testing

    Highlight

    Interested in the application of psychological principles and motivated to achieve a truly customer-focused user experience

    Read Latest Blog Posts
    • Testing
    • Strategy
    • Research
    • Psychology principles
    • Statistics
  • Zoe Ward

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    Optimisation Strategist

    Zoe Ward

    Pro dessert eater with a penchant for the great outdoors and a predilection for Consumer Psychology

    Who is she?

    She is one of our Optimisation Strategists

    Skillset

    Consumer Psychology /User Research/Data Analysis /Testing

    Background

    Zoe has recently joined PRWD in the role of Optimisation Strategist. Over the last 2 years Zoe has been part of the UX team at Boohoo developing A/B test ideas as part of the ongoing optimisation and personalisation test programme. With invaluable experience from one of the fastest growing international etailers and a strong background in psychology and research, Zoe strengthens the optimisation team with expertise in analytics and user research to understand what makes consumers tick and provide them with a first class user experience

    Right now

    Zoe leads CRO optimisation programmes – Improving your key website metrics through intelligent, research and data-led A/B testing

    Highlight

    Zoe has a passion for psychology and user experience that extends beyond the office. She is proactive in continually learning and improving her knowledge and is always on the look out for new and different approaches to consumer behaviour. Zoe also has an avid interest in personalisation techniques and providing a relevant user experience to increase loyalty and conversions

    Read Latest Blog Posts
    • Consumer Psychology
    • User Research
    • Data Analysis
    • Testing
  • Fern Williams

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    Optimisation Strategist

    Fern Williams

    Fitness fanatic with a super sweet tooth

    Who is she?

    One of our optimisation strategists

    Skillset

    User research / Usability / Psychology / Eye tracking

    Background

    Over the last 2 years Fern has worked for a behavioural research agency, planning and carrying out research for a number of clients across the finance, entertainment, travel and retail sectors.

    Right now

    Fern leads CRO optimisation programmes – Improving your key website metrics through intelligent, research and data-led A/B testing

    Read Latest Blog Posts
    • User Research
    • Ethnographic Research
    • Usability Testing
    • Psychology
  • Jack Roach

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    Optimisation Intern

    Jack Roach

    Football fanatic and lover of Indian food. Six-a-side’s answer to Andrea Pirlo.

    Who is He?

    He’s our Optimisation Intern

    Skillset

    Delivery of high-quality client and customer-focused service.

    Background

    Currently in the penultimate year of studying towards a Business Management degree at Manchester Metropolitan University. Has a wealth of experience assisting and conducting market research. More specifically, supporting the delivery of tests for clients such as Sainsbury’s in the food & beverage industry regarding the trial of new food products.

    Right now

    Assisting and supporting the optimisation strategy team, learning all aspects of the conversion optimisation process and settling in at PRWD.

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  • 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
  • Matthew Falconer

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    Front End Developer

    Matthew Falconer

    ‘Gaming god’ with cool hair

    Who is he?

    Our Front End Developer

    Skillset:

    HTML / CSS / JavaScript / jQuery / Illustrator / Photoshop

    Background:

    Since a young age, Matthew has been interested in digital design and combined with his passion for technology, led him to study Web and Multimedia Computing at Manchester Metropolitan University. Graduating in 2014, Matthew began working as a freelance web designer for a variety of small local businesses. In 2017, his desire to learn more about user experience led him to join the PRWD development team

    Right now:

    Working with Lisa to build A/B tests for our clients

    Highlight:

    As one of the newest team members, Matthew is enjoying getting to know the PRWD team and sitting down with them to learn all aspects of the conversion optimisation process

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    • Testing
    • Strategy
    • UX
    • Design
    • Code
  • Rick Birtles

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    Senior Data Analyst

    Rick Birtles

    Changing the way we talk about data so rather than just nod and smile, people nod and understand.

    Who is he?

    He’s our Senior Data Analyst

    Skillset

    In depth analysis of test, campaign and website performance using a variety of analytical platforms and techniques.

    Background

    Rick recently joined us from a global agency where he lead analytics for clients such as Specsavers and AutoTrader. Starting his career in Ad Operations before moving into Data & Analytics Rick has worked from tagging implementation through to analysing and auditing clients data, with a special focus on relaying the results in an easily digestible manner directly to clients.

    Rightnow

    Rick works across our team either providing post-test analysis and insights or backing up hypothesis with existing data trends. Rick will also be building out our Google Analytics Audit to provide clients with a clearer understanding of the functionality of the tool and the quality of their current configuration.

    Highlight

    With data becoming more and more prevalent and the desire for analysis expected to continue to rise, Rick is keen to stay ahead of the curve. He’s a keen advocate of taking a complex data set and telling a story of the data in a way that anybody can understand, especially when it comes to making business decisions. In order to do this Rick is always looking at new and different approaches, from Bayesian predictions to Prescriptive Analytics.

    Read Latest Blog Posts
    • Data Analysis
    • Data Configuration
    • Data Tracking
    • Data Visualisation

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