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e-commerce - A spotlight on Joanna Kelly

A spotlight on Joanna Kelly – BT Expedite’s new Business Insight Director - This month we hear from Joanna Kelly, we get the low down on her previous e-commerce experience, her ambitions for BT Expedite and her love of trekking.


Previous e-commerce experience

I started my career 12 years ago at an integrated digital agency.  Once I’d learnt the difference between a ‘front-end’ and a ‘back-end’ they let me loose on clients and I project managed several microsite builds, display advertising campaigns and took Orange Telecoms’ pilot e-crm programme to full roll-out.

I then moved client-side and took up senior e-commerce positions for global multi-channel brands including Early Learning Centre, Agent Provocateur, McLaren and Jaeger. During this time I re-platformed four times, integrated with international warehouses three times, and expended a lot of blood, sweat and tears growing their online revenues.

I join BT Expedite from heading up the digital function at beauty brand Soap & Glory, where I was able to double their international web traffic and grow their Facebook fan base to over 1 million globally.

What am I most looking forward to learning/doing at BT Expedite

Over the years I’ve had many big and small ambitions for the brands I’ve worked for, which gives me an insight into the kinds of things our clients expect from us – whether that’s recommendations on how to drive more qualified traffic to the site, create a richer, more immersive brand experience, launch in new markets, grow social media audiences and engagement, or how to maximise Christmas trading.  I’m looking forward to getting to know our clients better, understanding their businesses, challenges and aspirations and helping them grow.

Personal Interests

I love walking and trekking in the hills and mountains, reading, dancing…oh and box sets – at the moment it’s Game of Thrones (Tyrion Lanister’s my favourite!). And I know it’s super cliché these days but I’m proud to have skydived in New Zealand, and last year I trekked to the 4,200m summit of Mount Toubkal in Morocco.



As part of our commitment to deliver a best-in-class platform and e-commerce offering for 2015 and beyond BT Expedite have brought in myself as Business Insight Director and Product Manager, Melanie Jensen, who’s responsibility it is to develop the platform in ways that support our existing clients’ online growth, and make us competitive in the marketplace.

2015 will see a raft of enhancements to the core FrescaCommerce Platform, which we’ll update you on as we go. In addition, our strategy is now to integrate with carefully selected third parties – those who are the best in their fields – as they will be able to enhance our digital offering quickly.

Currently, we are in discussions with a number of innovative partners across every part of the e-commerce customer journey, from marketing and content optimisation to payment and fulfilment.  Examples include OneHydra, who offer enhanced SEO capabilities, Attraqt, who specialise in enhanced search and personalisation functionality, and Collect+, one of many new carriers we are talking to.

There are many exciting changes planned for 2015, so watch this space for further updates.