Kyle Griffin
Frontend Developer @Aromatherapy Associates
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WORK HISTORY
Frontend Developer @Aromatherapy Associates
Aromatherapy Associates is a UK-based luxury wellness brand founded in 1985 and specialises in therapeutic-grade essential oils and holistic wellness products, such as bath oils, skincare, and body care items. Their formulations are crafted to harness the power of natural plant extracts and essential oils to promote physical and emotional well-being.I lead the web development pipeline at Aromatherapy Associates, spearheading the web commerce arm of the brand and building towards a data-driven customer journey. My work has contributed to over 100% conversion rate growth across successive financial quarters, alongside improvements in site performance, SEO, and mobile experience- Implemented data-driven conversion rate optimisation (CRO) initiatives across PDPs, PLPs, and checkout to increase revenue per visitor and reduce drop-off- Optimised the codebase and lead initiatives company-wide to comply with new image asset and web content guidelines, reducing the page load times by 70% globally and improving conversion rate by over 100% across consecutive financial quarters- Integrated third-party APIs and apps into Shopify stores to extend functionality, such as payment gateways, analytics tools (Hotjar, Klevu), and marketing platforms (Tidio, Klaviyo)- Rebuilt our Gift with Purchase (GWP) solution and introduced new upsell product suggestions across customer journeys, to unlock new revenue streams totaling over £50k/month- Implemented continuous improvement (CI) development and version control systems (Github) to test and release project deliverables safely and securely- Collaborated with DTC team members to produce a new 2026 SEO driven content strategy, positioning the brand for the next generation of product recommendations via AI.
EDUCATION
Anglia Ruskin University
Bachelor's degree, Computer Science
SKILLS
ABOUT KYLE GRIFFIN
Front End Javascript Web Developer with over 9 years of professional Web Development experience- Years of experience working in SMEs and Corporate environments, with Agile/Scrum methodology- User Experience (UX / UI) Design Focused- Website/SPA performance optimisation- Attention to Detail- Strong interpersonal skills, communicating across all levels of the organisation.Competencies- Web Development: HTML5, CSS3 (SASS), JavaScript, Vue.js, Nuxt, Node- Frameworks: VUE, React, Shopify- Development Architecture: Node.js, Webpack, Cypress, Jenkins, JIRA, TDD- Version Control: Git, Bitbucket- Search Engine Optimisation (SEO)- Mobile Responsive Design
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