Zack Wragg

Zack Wragg

Regional Head of eCommerce at Crabtree & Evelyn
Lives in Singapore
over 6 months ago

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Senior ecommerce leader with a passion for driving exceptional customer experiences through digital channels. Significant proven experience of leading successful teams to revenue and market share growth through effective implementation and optimisation of B2C ecommerce channels across EMEA and APAC.

Skills highlights:
• Strong revenue focus with proven success at developing ecommerce and digital marketing strategies which deliver substantial revenue growth.
• Extensive digital acquisition experience including SEO, SEM, display, email, social, content marketing, monitoring and analytics.
• Experienced in site development and optimisation to increase conversion and cart values.
• Strong analytical skills and an ability to use complex data to drive commercial decisions.
• Proven track record of recruiting, developing and leading high-performing teams to exceed business goals.


  • Regional Head of eCommerce

    Crabtree & Evelyn - Singapore

    Sales & Marketing
    May 2018 - Now · 9 months

  • Head of Digital Marketing

    Elite Havens Luxury Villa Rentals and Management - Singapore

    Sales & Marketing
    November 2017 - May 2018 · 7 months

  • Senior eCommerce Manager - APAC

    Hilton Worldwide - Singapore

    Sales & Marketing
    October 2014 - July 2016 · 1 year and 10 months

    Invited to take a position in the APAC head office to grow online revenues for the region. Member of the Senior eCommerce Leadership Team for APAC. Responsible for the commercial performance of all brand-owned ecommerce channels. Developing data-driven ecommerce and digital marketing strategies for hotels. Key Responsibilities: • Drive direct online revenue growth through optimisation of ecommerce to enhance reach and conversion. • Drive the digital agenda with hotels to ensure seamless online-offline customer experience and improve the human interactions for guests. • Develop the long-term digital marketing strategy for hotels to grow direct business through brand-owned online channels. • Manage the strategy for all digital marketing channels (SEO, SEM, display, affiliate and meta-search) across the region. • Analyse online, hotel and customer profile data to distil insight and develop actions to evolve the customer journey. Key Achievements: • Devised and implemented optimisation and growth strategies for all customer acquisition, conversion, retention and engagement activities across multiple channels (including SEO, SEM, display, affiliates, meta-search, local search, email and social media) for APAC hotels leading to double-digit growth. • Developed and executed a local search strategy for APAC hotels, leading to triple digit growth from the channel. • Developed and executed effective digital marketing campaigns to support APAC hotels which repeatedly exceeded targets. • Developed online upsell initiative which delivered a marked increase in RevPAR for all hotels in the programme.

  • Senior eCommerce Manager - EMEA

    Hilton Worldwide - Watford, United Kingdom

    Sales & Marketing
    February 2012 - October 2014 · 2 years and 9 months

    Member of the Senior Leadership Team for eCommerce EMEA. Responsible for the commercial performance of all online channels for EMEA-wide promotions and for owned, managed and franchised hotels. Joined as eCommerce Manager and promoted to Senior eCommerce Manager within 6 months. Key Achievements: • Circle of Excellence Award – Recognised out of all ecommerce team members globally to receive the 2013 Hilton Circle of Excellence award after only 9 months in the role. • Delivered double-digit revenue growth exceeding targets and forecasts in 2013 and 2014 through the optimisation of ecommerce activities and development of new digital acquisition channels. • Devised and implemented optimisation and growth plans for all customer acquisition, conversion, retention and engagement activities across multiple channels (including SEO, SEM, display, affiliates, meta-search, local search, email and social media) for EMEA hotels. • Developed multivariate and AB tests for the group’s global websites. • Project managed the online merchandising of all online EMEA-wide promotions. • Evolved the promotional merchandising activity for EMEA campaigns, using customer analysis and consumer psychology to develop better user experiences. • Managed a sector-leading blogger engagement campaign that increased brand mentions by over 130%.

  • Product Manager

    Friday Media group - London, United Kingdom

    Sales & Marketing
    December 2009 - January 2012 · 2 years and 2 months

    Full P&L responsibility for 5 ecommerce businesses, engaging over 4 million unique visitors annually through online channels. Managed all online and offline marketing, sales, operations and website development. Managed a team of 6. Key Achievements: • Returned two loss-making brands to a sustainable profit-making position within 6 months. • Restructured the organisation’s eCRM strategy, leading to a 32% increase in open rates, 24% increase in click rates and a 20% increase in revenue. • Developed social media strategy that resulted in a 224% increase in engagement. • Managed the organisation’s most successful customer acquisition event to date, delivering record numbers of trade and consumer customers. • Development of 2 new websites which increased organic ranking across generic keywords, increased traffic and developed greater revenue opportunities.


  • CIM Professional Diploma in Marketing

    Oxford College of Marketing - Oxford, United Kingdom

    September 2009 - September 2011

  • MSc Computer Science

    University of Newcastle upon Tyne - Newcastle upon Tyne, United Kingdom

    September 1999 - September 2000

  • BA (Hons) Economics & Business Management

    University of Newcastle upon Tyne - Newcastle upon Tyne, United Kingdom

    September 1996 - June 1999


  • English
    Native or fluent


  • B2C marketing
  • Digital marketing
  • Ecommerce
  • E-marketing
  • Leadership
  • Marketing Strategy
  • Remarketing
  • Team Leadership
London, United Kingdom
Issy-les-Moulineaux, France
Marriott MEA Regional Office
Dubai, United Arab Emirates
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Dubai, United Arab Emirates
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Anit Roy
Abu Dhabi, United Arab Emirates
Sharath Rajan
Chennai, India
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