Alex Murray
CEO & Founder @Digital Distiller
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WORK HISTORY
CEO & Founder @Digital Distiller
Bristol, GB
Digital Distiller is an English Spirits Specialist with a particular focus on the fast-growing English Whisky sector. The goal: become the No. 1 destination for all things English Spirits, and especially English Whisky. A comprehensive online shop packed with off-the-beaten-track spirits, subscriptions, distillery tours, as well as a community drinks incubator. In creating and launching Digital Distiller, I\'ve covered the following areas first hand- Identified and sourced a distinctive product niche- Built strong, commercially sustainable, mutually beneficial relationships with suppliers- Assessed, selected and set up a fully functional ecommerce platform- Identified, onboarded and managed suitable 3PL logistics and carrier partners- Set strategy and execution plans for SEO and Paid Marketing- Launched and maintained a programme of Social Content Creation- Fully owned the P&L, created & monitored end-to-end KPIs- Implemented an MVP (minimum viable product) approach to new developments to test new ideas- Adopted an iterative testing approach to maximise the value of incremental improvementsDespite working in ecommerce and premium drinks for over 25 years, I\'ve learnt a staggering amount from setting up and running my own business, learning from many mistakes along the way! In short, I\'ve defined the strategy and then executed it myself. I\'m hands-on and action-oriented.
EDUCATION
Newcastle University
Bachelor of Arts - BA, German Language & Literature
Winchester College
A-levels, English, French, German
WSET
Diploma in Wines and Spirits, Wine & Spirit Education Trust
SKILLS
ABOUT ALEX MURRAY
UPDATE: I now have some capacity to advise a small number of businesses looking to grow their digital channels. Contact me to discuss what practical steps can move your business into a new growth phase.Experienced business leader with over 25 years experience in Digital working for both specialist food and drink retailers and multinational enterprises. I have consulting, management and hands-on experience with world class retailers such as Waitrose and Lidl GB as well as founding and establishing my own startup. This means I am equally comfortable with a high-innovation, high-risk, entrepreneurial setting as much as one that requires high levels of accountability and great corporate governance. I am commercially focused, practical and avoid technical jargon.NED roles : I am open to non-executive director or advisory roles that require a specialised digital presence in the boardroom.
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