Mel is Head of Creative at the international Conversion Rate Optimisation (CRO) agency, AWA digital. She works with a team of analysts, researchers, designers and developers to bring double-digit revenue increases to online clients such as Interflora, Mothercare, Dunelm, Mountain Warehouse and Thompson & Morgan. All creative work is split tested, and Mel’s personal best to date is a 33% uplift in sales for a furniture and homewares company – purely through changing the copy.

Mel began her career in advertising as an account executive handling blue-chip clients including Carte D’Or ice cream and Immac hair remover. Prior to joining AWA, she set up the copywriting and training agency Words that Sell, specialising in retail clients such as Donald Russell, The Royal Mint and Scotts of Stow. She is also the author of  ‘Flicks & Clicks:  How to Create Websites and Catalogues that Sell More’.