Biographies of our conversion optimisation experts

Dan Croxen-John, CEO

Dan Croxen-John CEO

As CEO, Dan leads the business in ensuring that the agency continues to innovate, grow and serve its expanding client base across three continents. Prior to founding AWA, Dan ran a number of successful multichannel retailers. Dan holds an MBA from Bath University School of Management, and is a Fellow of the Institute of Direct Marketing (IDM). Dan is co-author of E-commerce Website Optimization (Kogan Page, 2017).

Johann van Tonder, COO

Johann van Tonder COO

Johann was an early adopter of Conversion Rate Optimisation as a discipline and is co-author of E-commerce Website Optimization (Kogan Page, 2017). He leads the AWA Optimisation Team and also takes on the role of lead optimiser on some projects. His corporate background, and subsequent experience as e-commerce turnaround CEO, affords him a unique client-side perspective that he brings to website optimisation.

Mel Henson, Head of Creative

Mel Henson Head of Creative

Mel is an experienced strategist and copywriter, who learned the skills of direct marketing at Ogilvy & Mather Direct. Mel heads a team of specialist designers and copywriters providing creative services to AWA optimisers when new web pages are being developed for split testing. She is also the author of the Amazon business bestseller, “Flicks & Clicks: How to Create Websites and Catalogues that Sell More”.

Brendan McNulty, Optimiser

Brendan McNulty Optimiser

Based in Cape Town, Brendan currently holds the AWA prize for the largest revenue uplift from a single split-test; 58%. Brendan has a background in online gaming and has held senior marketing positions in a number of South African companies. Brendan has also founded his own business, Now Novel, that helps aspiring writers to complete 'the novel inside us all'.

Dave Mullen Optimiser

Dave Mullen Optimiser

With a degree in Maths from Oxford, Dave’s rapid understanding of e-commerce fundamentals has helped him to substantially increase clients’ online sales. Dave is an expert in embedding a data-driven approach to website optimisation within client organisations such as Mountain Warehouse, Interflora, Findel Plc, The Book People and Bettys.

John Barnes Optimiser

John Barnes Optimiser

John brings to the table over 10 years of online marketing experience on both client- and agency-side. A specialist in the competitive markets of finance, travel and iGaming, he has a broad range of skills including SEO and social media optimisation. For AWA digital, he has successfully led several Conversion Rate Optimisation and analytics projects for clients including Joules, TK Maxx and BrightMinds.

James La Guma, Front End Developer

James La Guma Front End Developer

James joined the AWA engineering team in January 2017 and brought a wealth of experience from over 10 years of working in website development. Based in Cape Town, James is a specialist in programming in multiple languages, full stack development and system administration. 

Lynne Wright, Marketing & Operations

Lynne Wright Marketing & Operations Manager (maternity leave)

With several years’ experience of optimising websites in the travel sector, Lynne understands every aspect of Conversion Rate Optimisation. She is responsible for all aspects of project and tool set up as well as supporting the Optimisation Team. In Summer 2015, Lynne achieved a BSc in Psychology, studying in her free time with the Open University.

Sally Edwards, Interim Marketing Manager

Sally Edwards Interim Marketing Manager

Sally leads a small marketing team, developing marketing strategies to promote AWA as the world’s most influential CRO agency.  Prior to joining AWA, Sally ran her own business and marketing consultancy with skills across a range of marketing channels including social media and events. She began her career in education, before changing direction, achieving a First Class Honours Degree in Business Management and winning a full scholarship to study for an MBA.

Nicole Major, Marketing Coordinator

Nicole Major Marketing Coordinator

Nicole joined AWA in 2016, fresh after graduating with a First Class Honours Degree in Marketing Management. Her dissertation on brand loyalty when online shopping and a spell studying global marketing in Australia, made her a standout candidate for working in an international conversion rate optimisation agency. Nicole’s first task at AWA was to successfully help to launch the book “E-commerce Website Optimization”, by Dan Croxen-John and Johann van Tonder.

What to do next…

1. Download free CRO resources

Access our helpful free guides on all aspects of CRO from the mysteries of Universal Analytics, to web copy, usability, split testing and more. Or sign up for our 11 helpful tips; two weeks of CRO golden nuggets, sent straight to your inbox.

2. Buy ‘E-commerce Website Optimization’ 

Amazon business book, co-written by AWA’s CEO and COO, Dan Croxen-John and Johann van Tonder. Buy on Amazon

3. Call us and ask how we would optimise your site

What help do you need? A little extra resource to help your team code up split tests faster, or make sense of analytics? Or a full service optimisation agency, able to handle international websites? Just call 020 7887 2695 and ask for a quote.