Jason Millward: Ecommerce operator.Founder.Ultra runner.
I’ve spent more than two decades working in digital, from building websites and customer experiences to leading ecommerce teams, P&Ls and growth.
Today I work with brands, build businesses of my own and spend a fair amount of the rest of my time running around the hills.
01Career
From building websites to leading ecommerce businesses.
I started designing and building websites in 2003. Since then I’ve worked across front-end development, digital strategy, search, ecommerce trading and senior ecommerce leadership.
2003
Web design & development
Freelance after a BSc in Multimedia Systems, a short contract for first direct / Marks & Spencer, and around a year as Web Designer at Mamas & Papas.
2009
NHS Choices
Senior Front End User Interface Developer.
2010
Robot Creative
Head of Digital. Built the Magento site and worked on digital strategy for agency client 1st Choice Holidays.
2015
Search & ecommerce
Head of Search Marketing at The Whole Caboodle, then Ecommerce Manager at RH Smith & Sons (Smiffys).
2018
inov-8
Ecommerce Trading Manager for five years.
2023
Naturewall
Head of Ecommerce. Built the team from scratch and owned the P&L.
2025
CafePod
Head of Ecommerce, with end-to-end DTC and P&L ownership.
02Selected proof
The work behind the title.
- £1mFirst £1m net trading month
- At inov-8, I led the Black Friday trading that delivered the company’s first £1m net trading month.
- 56Countries
- I implemented Global-e at inov-8 to expand distribution to 56 countries, with dedicated storefronts in Australia, Canada, Norway, Denmark and Sweden.
- 8People in a team built from scratch
- At Naturewall I built and led an eight-person ecommerce team while owning the full ecommerce P&L.
- +30%Revenue, year on year
- As Ecommerce Manager at RH Smith & Sons, alongside 46% year-on-year traffic growth.
03Businesses
What I’m building.
I like working inside businesses as much as talking about them. These are the projects I’m building now.
Scale & Summit
Founder
Senior ecommerce leadership for outdoor brands.
Fractional, interim and strategic ecommerce leadership for outdoor, sport and endurance businesses.
scaleandsummit.comBlueprint
Founder
An ecommerce agency focused on making Shopify businesses work harder.
Strategy, optimisation and delivery, with Yorkshire as the initial home market.
blueprintyorkshire.co.ukTrail Running Planet
Founder
An independent UK trail-running platform.
Routes, races, kit, content and useful information for people who would rather be on the trails.
trailrunningplanet.com
04Perspective
I’ve seen ecommerce from both sides of the screen.
My career started in design and front-end development before moving through digital strategy, search and ecommerce trading into commercial leadership.
That history still shapes how I work. A conversion problem can be a UX problem, a traffic-quality problem, a merchandising problem, a proposition problem or a margin problem. The useful part is working out which one it actually is.
Today my work spans trading, acquisition, CRM, retention, CRO, subscriptions, platforms, analytics, teams and P&L, but the job is ultimately the same: make better commercial decisions.
05Outdoors
The outdoor bit isn’t a positioning exercise.
I spent five years at inov-8, including being part of the original Trailfly G270 test team. Outside work I’ve spent years trail and ultra running, with races including UTMB, the Montane Winter Spine and the Hardmoors 110.
I also founded Trail Running Planet because I wanted to build the kind of UK trail-running resource I kept looking for myself.
06Contact
Say hello.
For ecommerce leadership and outdoor brand work, Scale & Summit is the best place to start. For everything else, you can find me on LinkedIn or email me.