The Founding Fathers
On 12 February 2018, co-founders John Cave and John Oram officially started Shoptimised.

For retailers and agencies who want smarter, more sustainable growth and complete clarity on what's driving it. We optimise feeds, budgets, and visibility in real time, so every product gets a fair chance to perform.
We built Shoptimised because we were frustrated by tools that leave retailers alone with a dashboard and a help doc. Smart software matters. The difference is having people who understand your business, challenge your thinking, and stand behind the results.
Everyone at Shoptimised has spent time in the trenches. We know how campaigns break, how feeds fail, and how easy it is to optimise the wrong things. That experience is built into how we work, how we communicate, and how we measure success.
We don't hide behind jargon. We explain things simply. And we speak like partners not salespeople.
We’ve built the client experience around one simple idea. You should feel supported, not chased.
On 12 February 2018, co-founders John Cave and John Oram officially started Shoptimised.
You cannot launch a SaaS business without software, so Shoptimised 1.0 went live. It was built to solve PPC management challenges, with Feed Optimisation at its core.
Shoptimised became one of the first businesses to secure Google CSS Partner status after the programme launched.
Shoptimised had already seen strong results helping retailers sell products that were not moving through a combination of our software and CSS network. Incremental Sales launched as an official service.
Following our beta testing and collaboration with Google, they published a case study showing how Shoptimised could help shift non-moving stock.
As our client base grew, so did the platform. Shoptimised 2.0 launched in February 2020 with a fresh look and new features to match.
After a period of rapid growth, Shoptimised was recognised as a Premium CSS Partner.
Retailers wanted access to a CSS network that matched their brand guidelines and looked the part. So we launched Find The Trend, giving premium fashion retailers a CSS option that worked for performance without compromising brand.
After years of growth and iteration, Shoptimised 3.0 launched. It gave us faster feed caching, stronger performance, and the ability to scale further than ever.
Recognising both the growth to date and future potential, LDC invested in Shoptimised and joined us for the next chapter.
Not aspirational. Not decorative. This is the standard we hold ourselves to, and what customers should feel when they work with us.

A team that works closely across product, performance and success, focused on helping retailers get more from their catalogue.
I focus on shaping the direction of our platform to ensure we’re building the right technology to help retailers and agencies grow. I work closely with Directors across Finance, Development, Product, Performance and Sales to turn data, challenges and ideas into features that improve results for o…
I essentially oversee all teams that look after existing business and internal operations, including the Performance, Success, Product, and Marketing departments. But, I might be better known for being the office dog babysitter.
I set the technical direction, keep the platform running, and make sure we are building things that actually help our customers. The team relies on me to unblock problems, make decisions quickly, and occasionally remind everyone that "it works on my machine" is not a deployment strategy. I still wri…
I'm responsible for the day to day finance activities along with all things investor related.
I oversee the Business Development & SaaS Success teams at Shoptimised. A lot of my role is about making sure we’re bringing in the right customers, supporting the team and driving the processes to ensure continued growth across the business while working alongside Product to ensure we are providing…
I’m Head of People at Shoptimised, which basically means I look after all things people: hiring, onboarding, development, wellbeing, and making sure we’re building a company where people actually enjoy working, not just say they do. I’m usually the person people come to when something feels a bit of…
I manage the Performance team, and our job is to drive as much value as possible for our clients. I’m always available to help with difficult situations, making sure people have the time and support they need to resolve any issues. My desk is also home to a growing collection of bits and pieces I’ve…
My role is to drive client growth from day one and support the Onboarding & Performance teams, helping clients get the best possible start and continue to see value over time. I’m also a foosball player, part-time office DJ, full-time Coke Zero enthusiast, and known for changing my hair colour every…
I spend my time at Shoptimised focused on ensuring our clients’ campaigns are performing at their absolute peak. I dig into the data to find those marginal gains that drive better results, making sure every penny of a budget is working as hard as it possibly can. Within the team, I’m here to provide…
I focus on helping clients get more from their non-converting products through feed optimisation, trend spotting, and ongoing performance improvements. I work closely with the wider team, bring plenty of energy, and have a soft spot for colour-coded spreadsheets, too many browser tabs, and a good ma…
My work helps customers drive revenue growth with their accounts.
I run Incremental campaigns for my clients, optimising product feeds, unravelling the mysteries of Google Ads, and always looking for ways to improve ROAS. I’m the resident Scottish person in the office, and I won’t let you forget it.
I focus on helping clients get the most from their ad spend through smart budget strategy, growth opportunities, and well-timed uplifts. I like keeping things clear, proactive, and always moving forward.
I’m there to help our legacy clients find the next opportunity, whether that is smarter budget planning, stronger forecasting, or unlocking more from Incremental over time. I’ve always got my lippy on and a hot water bottle nearby!
I work closely with existing clients to keep things running smoothly, answer questions, and look for ways to add more value to their account. I also help onboard new clients and stay involved throughout their time with us. I’m known for talking out loud to myself and eating the same lunch every day.
I help set new clients up on the platform when they join us, carrying out the initial feed optimisation and supporting them through their first 90 days. After a lot of practice over the years, I also help the wider team where needed, all while battling a few colleagues for the unofficial title of Fe…
I help manage and improve the Shoptimised platform by building new features that make things better for our customers and easier to use day to day. Part-time office DJ, winner of Shoptimised’s Best Cuppa Award 2021, very below-average cricket player, bald, and a loyal lover of Greggs.
I’m the lead developer at Shoptimised. I help keep the team focused and moving, making sure the right problems get solved in the right order. I’ll also always find a reason to open the queue dashboard one more time before logging off.
I build and maintain all of our websites, fix system issues, and handle requests from customers and the team for changes and new features. I’m known for being a little unapproachable at first, so people often ask Jordi instead. Starting a conversation with “no” helps manage expectations, which seems…
I look after quality assurance for everything the development team works on, from testing new features before release to running regression tests that keep the product working with the latest browser technologies.
I work on building new features and fixing issues to keep improving the platform. That helps customers by giving them more ways to optimise their product feeds and making everything run a bit more smoothly. I tend to keep a few snacks in my drawer to get through the day.
I'm responsible for making sure that everything we do as a business is financially tracked and recorded correctly. I help customers and the team by making sure their billing, budgets and spending are accurate and timely; always having the answers to hand. I'm a bit of a 'fixer' and love a problem, s…
Experienced professional specialising in both Credit Control and HR support, with a strong background in financial health, employee administration, and customer service. Highly organised, adaptable, and committed to supporting business operations through effective financial control and people manage…
I lead Enterprise sales at Shoptimised, working closely with larger eCommerce brands to understand how they are performing on Google Shopping, where the gaps are, and how we can unlock incremental revenue they are currently missing. I can usually find a way to bring football into most sales conversa…
A big part of my role is training the team and helping them develop their skills, while also making sure clients feel confident coming on board with us to sell their non-converting products through our Incremental Sales solution.
Aside from my actual job, I hand out daily beatings on FIFA, pool, and table tennis.
I bring new clients into the business and like to keep things open and honest from the start. The clients I work with seem to appreciate that.
Hi, I’m Chloe. I help retailers get more from their products by finding smart ways to sell the items that are not performing on Google Shopping. I love spotting opportunities and turning them into results. I’m rarely seen without my daily Starbucks, a mocha with cream. As the only girl on the sales …
I head up the SaaS sales team at Shoptimised and help bring in new business, but a big part of what I do is building strong relationships across the company. I work closely with different teams to keep things moving, align people around opportunities, and make sure we are set up to win deals and sup…
I help retailers and digital agencies make the most of their eCommerce potential by finding smarter ways to improve their Google Shopping performance. I enjoy solving problems, building long-term relationships and making what can seem like a complex area of eCommerce feel simple, practical and worth…
No sales scripts. No pressure. Just an honest conversation about where you are and where you want to get to.