Recent Projects
Manage Upgrades & Resolve Legacy Issues Across x 3 Existing Shopify Websites
Analyse and Improve Existing UX
Optimise Ecommerce Trade & Reporting
Manage Digital Agency Partners & Dev Teams
Mentor & Train Junior Team Members
-
Engaged to manage several major website redevelopment projects across 3 Shopify websites and optimise online trading strategy for Australia, New Zealand & International.
After an initial website UX and trade analysis, several key issues that were having a significant impact on online revenue were identified and resolved. These included complicated website legacy issues, SEO optimisation, UX blockers, automated merchandising processes and several integrations and applications that required developer intervention and management + design upgrades to existing systems and processes.
Ecommerce processes, merchandising & SEO were optimised and streamlined, UX blockers were resolved, junior team members were mentored and record online revenue results were achieved.
Identify & Implement Website PLP & PDP upgrades
Analyse and Improve Existing UX
Optimise SEO and Top Navigation
Optimise Product Categories & Colour Organisation
Build & Test New Homepage Blocks
Manage Development Partners
-
Leays launched their women’s lingerie brand in 2025 and after a soft launch and testing period, it was identified that a switch from a traditional Expansion stores model to a Shopify Markets model would help free up resources and streamline the online business. Additional support was also required to execute major online promotions, build out additional product ranges and categories, further optimise SEO and add additional functionality to the Homepage, PLP & PDP.
After an initial website UX and UI analysis, we identified several key issues that were impacting website performance and trade.
Expansion stores were rolled up in favour of a new Shopify Markets store configuration.
SEO was optimised through improved product categorisation which was then incorporated into a refined top navigation. Product information and assets were further expanded and integrated into additional blog content and internal site links. Colour names and categorisations were optimised and swatch displays with colourway navigation at PLP level were introduced.
Homepage blocks and functionality were refined and PDP and PLP UX was optimised with developer support.
Improved merchandising automation rules were designed and actioned.
Price display and discounts were refined and product bundles were introduced. Cross sell functionality was also expanded.
Ecommerce processes and merchandising were optimised and streamlined and junior team members were mentored to execute weekly asset updates and manage the execution of promotions and site updates.
Website project management from initial conception to final delivery
Design, Build and Relaunch an International Hospitality Technology Website
Analyse and Optimise UX, SEO & Product Presentation
Include bilingual and live chat functionality
Optimise Ecommerce Functionality & Reporting
Train Team Members to Upload Assets & Make Updates
-
McLaren Technologies is Asia Pacific’s leading hospitality technology supplier.
ICON was tasked with redesigning, building and relaunching a brand new website to showcase their innovative range of market leading products and services.
The existing site had outlived it’s ability to function as a premium online sales and marketing tool and the McLaren team needed a more flexible CMS that would allow them to make more regular asset updates without the need to involve external developer support.
ICON worked closely with the McLaren team to design, build and launch a contemporary hospitality website that better reflected the company status as a market leading hospitality technology supplier, showcased their product range using optimised UX and UI methodology and allowed team members to make regular site updates internally to keep the site current.
Website project management from initial conception to final delivery delivered while serving as Senior Ecommerce Manager for Legends International
Design, build and relaunch an enterprise level ecommerce store for Cricket Australia & Big Bash T20 Cricket
Oversee UX & UI optimisation, merchandising, SEO & digital marketing strategy
Optimise ecommerce performance & drive online trade results
Design and build regular trade reporting processes
-
Led the Ecommerce team and oversaw all Digital Marketing strategy for Cricket Australia while employed by Legends International.
Initially engaged to project manage the design, build and relaunch of a brand new website for Cricket Australia.
Budget planning and execution of strategy to achieve high-value revenue targets.
Drove digital marketing strategy to create awareness around new range releases and key seasonal campaigns.
Designed and built best in class reporting tools supported by regular analysis and advice to drive key online metrics and maximise revenue.
Relationship managed and influenced clients and other key stakeholders and their teams to align with the overall business strategy.
Facilitated career development and an increased ecommerce skill set for team members via regular mentoring sessions and advice.
Website project management from initial conception to final delivery delivered while serving as Senior Ecommerce Manager for Legends International
Design, build and relaunch an enterprise level ecommerce store for the National Rugby League (NRL)
Oversee UX & UI optimisation, merchandising, SEO & digital marketing strategy
Optimise ecommerce performance & drive online trade results
Design and build regular trade reporting processes
Mentor & train team members
-
Led the Ecommerce team and oversaw all Digital Marketing strategy while employed by Legends International.
Initially engaged to project manage the design, build and relaunch of a brand new website for the NRL.
Budget planning and execution of strategy to achieve high-value revenue targets.
Drove digital marketing strategy to create awareness around new range releases and key seasonal campaigns.
Designed and built best in class reporting tools supported by regular analysis and advice to drive key online metrics and maximise revenue.
Relationship managed and influenced clients and other key stakeholders and their teams to align with the overall business strategy.
Employed additional team members post launch to drive BAU.
Facilitated career development and an increased ecommerce skill set for team members via regular mentoring sessions and advice.
-
End-to-end website redevelopment for Inout Concepts & Design, managing the project from initial discovery and strategy through to design, build, launch, and ongoing optimisation. The project focused on creating a modern digital presence that reflected the studio's premium interior design offering while improving user experience, site performance, and search visibility. Key deliverables included UX/UI analysis and optimisation, SEO improvements, development of a comprehensive project portfolio showcasing completed work, and the successful launch of a streamlined, visually engaging website designed to support business growth and lead generation. Ongoing support continues to ensure the platform remains current, secure, and aligned with business objectives.