Jonathan Wall began his e-commerce career at dabs.com when, in September 1999, the decision was taken to transform the IT catalogue mail order business. As marketing director, Jonathan and his team were instrumental to the success of Dabs online and helped dabs.com become one of the UK’s first and most successful pure-play online retailers. Jonathan was responsible for Product Management, E-Commerce and consumer sales and as an Executive Director reported directly to the founder and CEO. In April 2006, dabs.com was sold to BT Retail and Jonathan helped with the integration of the business into BT and the transition of the BT Shop onto Dabs’ e-commerce platform. Jonathan left Dabs in September 2008 after a successful transition period to become CEO at Flowersdirect.co.uk , one of the UK’s leading online florists. With its 900 member florists across the UK offering same day delivery of flowers and gifts, Flowersdirect was on its way to becoming established as a strong challenger to the established hierarchy in the floral sector and Jonathan oversaw a business transformation that included new business and e-commerce systems and the overhaul of the product offering. In April 2010, Jonathan took on the role of Group e-commerce director at Shop Direct Group. With control of the commercial performance of the group’s websites, Jonathan’s expertise is being used to drive new visitors to the sites. Jonathan’s remit also includes the optimisation of these sites and improving conversion rates and visitor journeys. In July 2012 Jonathan took on the responsibility of development of the websites following the departure of the E-Commerce Development director and now looks after Web Development, Usability & the User Journey of Shop Direct’s websites. After seeing the complete transformation of Shop Direct from a catalogue retailer to one of the UK’s leading Digital businesses Jonathan left Shop Direct in August 2017 to take on the role of Chief Digital Officer at Missguided and several Advisory and Non-Exec positions.