Selected work / honest evidence
Make the system visible. Move the work.
Eight years as Senior Digital Marketing Manager at phs Group, with the agency years before and the consultancy since. The work covers conversion rate optimisation, AI automation and the delivery behind them. Each case now has its own page: the problem, the decision, the work and the evidenced outcome.
JAMES WATKINS / SELECTED WORK
The rebuild that quadrupled conversion - and the system behind it
Eight years of digital change at phs Group, from discovery and platform design through to measurable company outcomes.
Read the phs Group case study ↗
Thirty years of dust, off in one project
A full rebrand and website rebuild for Matta, with the decisions and delivery shown.
Read the Matta case study ↗
Six websites, one set of 35 components
A shared platform that let phs Greenleaf keep its character without rebuilding the same system.
Read the phs Greenleaf case study ↗
The search programme that compounded
The evidence behind about 28,000 organic keywords at the early-2025 peak.
Read the phs search programme case study ↗
The strategy is not the deck
Why useful strategy lives in decisions, owners and working change.
Go to the writing page ↗
What eight years taught me about digital change
A field note on evidence, platforms and keeping teams moving.
Go to the writing page ↗
A practical brief for a complicated digital project
A reusable way to frame the problem, expose the decisions and stop a project drifting.
Go to the writing page ↗