Digital Marketing • SEO • PPC • CRO


A brief introduction

I'm an innovative and highly motivated Ecommerce Specialist, with over eighteen years of commercial online/offline marketing and web development experience working in Digital Marketing.


Ecommerce   •  Digital Marketing   •   SEO   •   PPC   •   CRO   •   Web Development

I’m Farhan, a high performing e-commerce and digital specialist with a passion for enabling next level business results. During my +18-year career, I’ve led digital and e-commerce strategies, consistently delivering impact. With genuine commercial acumen and advanced expertise across all digital disciplines, including PPC, SEO, CRO, e-mail, social, content and web design, I’m strongly positioned to deliver at both operational and strategic level.

Since 2019 I’ve been E-Commerce Director at Connect Distribution Services Ltd. I’ve transformed the digital offering with a holistic digital performance strategy, leading to UK and international sales growth while significantly improving ROI. My remit includes ownership of the full UK and international end to end e-commerce operation, encompassing +160 B2C websites.

Previously I more than tripled total channel sales at NRS Healthcare in the capacity of Digital Marketing Director. I’m accustomed to leading sizeable teams while managing a large P&L. Results focused, creative and excited by change and innovation, I thrive in a fast-paced role in a data-led environment. As a leader, I’m engaging and motivational with willingness to challenge constructively to get the best outcomes.

⎫ E-Commerce
⎫ Digital Marketing
⎫ Leadership & Strategy
⎫ PPC, SEO, CRO E-mail, Social, Content
⎫ Web Design, UX & Development
⎫ Data Driven
⎫ Revenue Generation

I’m regularly invited to speak at conferences as a digital thought leader, including Measurefest (Brighton SEO), and I offer online training through the Uhubs platform.

I welcome new connections and networking opportunities.


Digital Marketing
Search Engine Optimisation (SEO)
Pay Per Click (PPC)
Conversion Rate Optimisation (CRO)
Email Marketing
Web Development

work experience

my professional background

GSF Car Parts Ltd
Ecommerce Director
Primrose Ltd
Ecommerce Consultant (Contract)
Connect Distribution Services Ltd
Ecommerce Director
eCommerce Director, Connect Distribution Services Limited

Handpicked to drive e-commerce growth at both strategic and operational level. Spearheading the full UK and international end to end e-commerce operation, encompassing +160 B2C websites and marketplace channels. Responsible for a team of 50 (on/off-site), including hiring. Leader for all digital marketing activities, from CRO, UX, SEO and PPC, to social, email and web development. Accountable for sales/revenue (UK and international) and managing a large P&L down to EBITDA. The role reports to the Board....

NRS Healthcare
Digital Marketing Director
Digital Marketing Director, NRS Healthcare Ltd

Joined as Head of Digital, with promotion to Digital Marketing Director in Mar 2018... Accountable for delivering on UK and international sales and revenue targets while managing P&L down to EBITDA. Owned a £multi-million marketing budget and reported to the Board of Directors on ROI. At the forefront of wider business planning and strategy setting. Led a 22-strong team and network of 4 agencies. The role had a strong e-commerce bias, with reach across web development, paid media UX, content, social media and SEO. • Pivotal role in the purchase of a large online e-commerce business by NRS and its full integration with internal systems. • Significantly increased total channel sales, with particularly notably growth seen in Amazon UK sales. • Realised a substantial additional sum in revenue having launched Amazon Europe (Germany, Italy, France) stores to replicate the UK sales success. • Saved money by eliminating the need for agency support with recruitment...

UK Flooring Direct Ltd
Head of Digital Marketing
Head of Digital Marketing, UK Flooring Direct Ltd

Owned all digital marketing and e-commerce activity while leading an in-house team and various agencies. Primarily focused on growing UKFD's online profile and optimising conversion. Optimised digital campaigns both strategic and tactical, including SEO, PPC, CRO, affiliates, email marketing and social media. Co-ordinated e-commerce and other content. Continuously improved UX and design using A/B and multi-variant testing. • Successfully removed a manual Google penalty within 3 months, overcoming issues that the company and agency had been trying to resolve for the previous 12 months. • Saved c. £20k per month in SEO, Content and PPC expenses by using cheaper resources, while removing low performing/irrelevant keywords to reduce average CPC by 50%. • Transformed the on-site conversion rate from 0.42% to 0.52% and lead generation traction from free samples to 2.2% from 1.4%. • Ignited the competitive advantage of the business by implementing a tool enabling analysis of competitor pricing for all ranges. Deployed and launched...

Simpson Millar LLP
Senior Digital Marketing Manager
Senior Digital Marketing Manager, Simpson Millar LLP

Leveraged multi-channel digital strategies to increase online traffic, conversion rate and competitive edge. Led and developed a Digital Team and a Content Team. Utilised digital analytics to continually evolve digital marketing approaches, including content and campaigns. Controlled a monthly budget and reported to Board level on ROI. Remit included web design, social presence, PPC advertising, SEM/SEO, Managed freelancers and agencies. • Elevated visibility against holiday claims sector competitors within SERPs, while amplifying web traffic by 100%, leading to commendation in 2013 industry report, Sticky Eyes. • Generated +100% growth in departmental enquiries in 2012, which resulted in significant additional profit for the department. • Increased digitally generated cases by 10.2% in 2012, growing the conversion rate of leads to cases by 8%, while reducing the cost per lead by 29% and cost per case by 34%. • Uplifted cases generated digitally by 18% in 2011, with an average cost per lead of c. £20...



Aston University
Computer Science BSc (Hons)
Computer Science BSc (Hons), Aston University

I received a First Class Honours degree at Aston University, within my course I also completed an industrial placement for 12 months at IBM in Portsmouth. My dissertation involved a designing and building an auction website PHP/MySQL) for university students to sell their second hand books....