Meet The Team

  • Paul Rouke

    Read more

    Founder & Director of Optimisation

    Paul Rouke

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

    Who is he?

    He’s our Founder and Director of Optimisation 

    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

    Read Latest Blog Posts
  • Clare Rouke

    Read more

    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

    Read Latest Blog Posts
  • James Pogson

    Read more

    Sales, Marketing & Operations Director

    James Pogson

    Always Learning. Loves Sharing. Never rests.

    Who is he?

    James is our Sales, Marketing & 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

    Read Latest Blog Posts
  • Phil Williams

    Read more

    Head of UX and Optimisation

    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

    Read Latest Blog Posts
    • Testing
    • Strategy
    • UX
    • Design
    • Code
  • Dante Naylor

    Read more

    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

    Read Latest Blog Posts
  • Rick Birtles

    Read more

    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
  • Zoe Ward

    Read more

    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
  • Jack Roach

    Read more

    Web Analyst

    Jack Roach

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

    Who is He?

    He’s the latest addition to the data team, joining as a Web Analyst

    Skillset

    Delivering actionable analytical insights from a commercial perspective

    Background

    Jack has recently graduated with a BA(Hons) degree in Business Management, he first joined PRWD as an Optimisation Intern in May, 2017 where he completed a summer internship within the agency. After developing his skill set in all aspects of conversion rate optimisation, his strengths and qualities shone through in digital analytics, which led to him being offered a Full-Time role as a Web Analyst upon graduating.

    Right now

    Jack is supporting Senior Data Analyst, Rick, in delivering PRWD’s diverse data analytics offering. Looking after a core base of CRO clients with regards to test analysis, he has already started taking on more challenging projects such as creating Digital Persona. Jack’s also develop his knowledge of R to deliver machine learning in a way that will create value for our clients.

    Jack’s highlight so far

    “Being able to work across a wide range of clients from various industries has broadened my commercial knowledge and is always new and challenging.”

    Read Latest Blog Posts
  • Matthew Falconer

    Read more

    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

    Read Latest Blog Posts
    • Testing
    • Strategy
    • UX
    • Design
    • Code
  • Arte Bellamy

    Read more

    UX Designer

    Arte Bellamy

    Craft Ale Snob, Aerialist and Ramen enthusiast obsessed with putting LED’s on everything

    Who is she?

    UX Designer

    Skillset

    Design / UI / UX / Branding / E-Commerce

    Background

    Artemisia has invaluable experience within retail and agency sectors having worked with leading brands such as Sony PlayStation and Formula 1. She is passionate using data and user research to provide strong design solutions that cater to the users needs.

    Right now

    As a part of the UX team Artemisia works closely with our strategy team to produce innovative designs for our testing programmes as well as working on larger scale user centred design projects, sketching workshops and wireframe designs.

    Highlight

    Generating innovative and creative solutions to design problems.

    Read Latest Blog Posts
  • Dylan Binns

    Read more

    UX Designer

    Dylan Binns

    When he’s not in the gym, he’s either designing, eating or booking his next holiday.

    Who is he?

    PRWD’s latest UX Designer

    Skillset:

    UX & UI, Website Design, App Design, Prototyping.

    Background:

    Dylan has recently joined PRWD as a UX Designer, with over 8 years experience in total (4 years in-house). Dylan has gained a strong knowledge in User experience and User interface. He has also been fortunate enough to work with a multitude of global brands including, Mercedes-Benz, Volkswagen and Audi.

    Right now:

    Supporting the design and development team constructing prototypes, wireframes and polished interfaces ready for testing and implementation.

    Highlight:

    Dylan’s passion for innovation and problem solving led him down the transition from a Graphic Designer to a UX Designer.

    Read Latest Blog Posts
  • Richa Shah

    Read more

    Data Intern

    Richa Shah

    Traveller, baker and mountain climber

    Who is she?
    Data Intern

    Skillset
    Coding, Machine Learning, Databases, QA

    Background
    Richa is currently studying Computer Science at the University of Manchester gaining a range of skills and using them in practice through her summers. She is due for her final year this September and hopes to have a career in Data Science.

    Right Now
    At PRWD Richa is currently learning about how things work in the Data team and is currently working on the Digital Personas and learning more about how to use R for data forecasting. She is also gaining an insight into User Research and Development to understand how PRWD work as a company.

    Richa’s highlight so far
    Working with a range of big clients and seeing what goes on in the background of them becoming more and more successful

    Read Latest Blog Posts
  • Skie Holden

    Read more

    Optimisation Executive

    Skie Holden

    Skie is an Ailurophile, outdoor enthusiast & food orientated traveller

    Who is she?

    Pronounced “Sky” is our Optimisation Executive. 

    Skillset

    User Research / Usability / Data Analysis

    Background

    Skie has worked and travelled throughout the world from Canada to the Canary Islands, from Spain to Vietnam [and Ipswich!] in a variety of sectors ranging from Travel and Tourism to Education. With her strategic thinking and problem solving skills, Skie applies her creative mind and skill set to enhancing the current CRO experience.

    Right Now

    Currently working alongside the optimisation strategists gaining an insight into User Research and Development through working with a number of different clients and now is working on improving key website metrics through intelligent research.

    Highlight

    With a passion for problem-solving and improving processes through redesign, Skie has worked from being an Exams Officer in Law to an Outdoor Pursuits Instructor and now an Optimisation Executive!

    Read Latest Blog Posts
  • Darren Coverley

    Read more

    Optimisation Strategist
    556 x 600

    Darren Coverley

    Sun-seeking, music-loving, food enthusiast. Still harbouring dreams of playing a Test Match.

    Who is she?

    Darren is one of our Optimisation Strategists.

    Skillset

    Optimisation / Testing / UX / User Research

    Background

    Darren has a breadth of experience in Optimisation and UX across sectors such as Retail, Travel and Leisure and is looking to share that knowledge whilst continuing to develop his own skill set with PRWD.

    Right Now

    Helping to improve your key website metrics through intelligent, research and data-led testing

    Highlight

    With a well-earned degree in Journalism, Darren is a self-confessed wordsmith providing a keen eye-for-detail and a passion to ensure his work makes an impact!

    Read Latest Blog Posts
  • Conor Riches

    Read more

    Senior Front End Developer

    Conor Riches

    Who is Conor?

    I’m Conor and delighted to be heading up the Dev team and Development aspect of PRWD from client builds to A/B testing to client project liaison

    I guess you like tech?

    I’ve always been passionate about tech, from the weird (internet of things devices that are fun but mostly useless) to the wonderful, such as what I do for work, making amazing experiences for users. Tech is interesting as it is but how people use it is fascinating. I love seeing how users react to A/B experiments, understanding how people totally different from me use a product I’m involved with.

    Whats your passion?

    I’ve always enjoyed understanding what it really is we want to achieve and then thinking creatively for solutions that may not have arisen from asking the original question. I want to delight and be delighted by tech, and love working with people from other disciplines to understand how they think and work.

    What do you do when you’re not at PRWD?

    My main hobby evolves around the hackerspace community in Manchester. We have a massive workshop of cool stuff to make things, hack things and see how things work, mixed in with games nights, open nights and community meetings. I tend to blog about the interesting things I see or make, from LED t-shirts to my water heater you can call out to if you want it to turn on (a little hand comes out and presses the boost button – it’s very Wallace and Gromit!)

     

    Read Latest Blog Posts
  • Amalia Serban

    Read more

    Senior User Researcher

    Amalia Serban

    Our avid gig goer, art consumer and explorer of the outdoors. Amalia loves her bike and nags us all to recycle properly.

    Who is she?

    PRWD’s Senior User Researcher

     

    Skillset

    User Research/ UX Design

     

    Background

    Amalia brings in experience related to user research, management and production in digital interactive simulations, with a thorough understanding of all the moving parts that make up a successful and emotive user journey.

     

    Right now

    As part of the Research and Delivery team Amalia works towards strengthening the foundation practice of PRWD – User research. A keen observer of and with a knack for picking and piecing together key information, her role is crucial to delivering the highlight insights for the “why” behind all design and strategy decisions.

     

    Highlight

    Her love for performing arts and psychology infuses her practice turning it into a great adventure of discovery with every brief.

    Read Latest Blog Posts
  • Martina Cotichella

    Read more

    Senior Strategist

    Martina Cotichella

    Loves to simplify complexity pioneering innovative solutions.

    Who is she?

    Martina is our Senior Strategist.

    Skillset

    Product & Marketing Strategy / Business Development / Communications

    Background

    With a background in Economics, for the last nine years Martina worked across Europe in national and international businesses where she was responsible for the marketing strategy, value proposition and business development of B2B and B2C products. Always keen to be creating value for the customer, she loves to investigate and understand needs and behaviours in order to maximise conversion and ROI.

    Martina is naturally driven to see the big picture and has plenty of motivation to promote change.

    Highlight

    Very sociable and great relationship builder, Martina loves being creative, travelling and making friends.

    Read Latest Blog Posts

Trusted By

Sign up to our monthly PRWD Newsletter

Get advice, tips & the latest industry commentary for optimisation professionals.