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.

What I’m building Read my writing
Jason Millward out on a run, with fields and hills behind

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.

  1. 2003

    Web design & development

    Freelance after a BSc in Multimedia Systems, including web design contracts for first direct / Marks & Spencer and Mamas & Papas in 2006.

  2. 2009

    NHS Choices

    Senior Front End User Interface Developer.

  3. 2010

    Robot Creative

    Head of Digital. Built the Magento site and worked on digital strategy for agency client 1st Choice Holidays.

  4. 2015

    Search & ecommerce

    Head of Search Marketing at The Whole Caboodle, then Ecommerce Manager at RH Smith & Sons (Smiffys).

    At Smiffys: a CRO strategy that lifted conversion by 32% in the Australian market.

  5. 2018

    inov-8

    Ecommerce Trading Manager for five years, inside an outdoor and performance brand.

    Ran ecommerce activity for the most successful product launch in the company’s history.

  6. 2023

    Naturewall

    Head of Ecommerce. Owned the full ecommerce P&L.

    Launched a dedicated US storefront and set the digital strategy and website roadmap.

  7. 2025

    CafePod

    Head of Ecommerce, leading a three-person DTC team with end-to-end ownership of the CafePod.com P&L.

    Launched B2B functionality as a new revenue stream.

£1m
First £1m net trading month, from Black Friday tradinginov-8
56
Countries opened to direct ecommerce via Global‑einov-8
8
People in an ecommerce team built from scratchNaturewall
+30%
Revenue year on year, with 46% more trafficRH Smith & Sons

02Businesses

What I’m building.

I like working inside businesses as much as talking about them. These are the businesses I’m building now, each with its own job.

  • Scale & Summit

    Founder

    Senior ecommerce leadership for outdoor brands.

    Fractional and interim Head of Ecommerce support for outdoor, sport and endurance businesses.

    scaleandsummit.com

  • Blueprint Yorkshire

    Founder

    Ecommerce delivery and optimisation for established ecommerce brands.

    Shopify, conversion, CRM and retention work, planned and delivered. Based in Yorkshire, working with businesses across the UK.

    blueprintyorkshire.co.uk

  • Trail Running Planet

    Founder

    An independent UK trail-running platform.

    Routes, races, kit and useful information for people who would rather be on the trails.

    trailrunningplanet.com

03Perspective

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.

Ecommerce leadership at Scale & Summit
A summit trig point on open moorland, above a sea of cloud

04Outdoors

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.

05Contact

Say hello.

For senior ecommerce leadership in an outdoor brand, start with Scale & Summit. For Shopify, conversion and retention work, start with Blueprint Yorkshire. For everything else, find me on LinkedIn or email me.