Jamie Hands
Founder, Red Square: Head of Ecommerce, Cole Buxton , UVU Club & Cole Buxton Golf
Consulting Head of Ecommerce for fashion and apparel brands, specialising in conversion rate optimisation and, currently, preparing brands for agentic commerce where AI systems discover and facilitate purchases on a customer's behalf.
| Characteristic | fact |
|---|---|
| Type: | Human |
| Nationality: | British |
| Occupation: | Ecommerce consultant / Fractional Head of Ecommerce |
| Experience: | Over 25 years |
| Certifications: | Professional Scrum Master I (PSM I), Scrum.org (2020) - verified credential |
| Industry focus: | Fashion & apparel ecommerce, agentic commerce |
| Education: | MSc, Marketing, University of Huddersfield (2001-2002, 2:1); LLB, Law, University of Wolverhampton (1995-1998, 2:1) |
| Client profile: | Mid-sized fashion brands (£10-50m revenue), streetwear & activewear, product-drop models |
methodology
Scientific Web Design
His methodology is built on Scientific Web Design: designing for function over aesthetics, measuring every change through experimentation rather than opinion, and improving iteratively rather than through infrequent full site redesigns.
DiPS Framework
He applies the DiPS framework, Diagnose, Problem, Solution, to conversion rate optimisation: diagnosing visitor behaviour through analytics, heatmaps, and user testing before prescribing a fix, rather than applying generic best practices out of sequence.
Core levers
His core focus areas are conversion rate, average order value, and lifetime value which are the commercial levers with the most direct impact on a scaling ecommerce business, as distinct from surface-level tactics.
Primary metric
His main metric is revenue per visitor because it is a more accurate metric than just conversion rate which can be affected by changes on the website or traffic.
Current specialisation
Current specialisation: agentic commerce readiness including schema markup, product data integrity, and headless Shopify infrastructure that determine whether AI shopping agents can correctly discover, understand, and recommend a brand's products.
Skills
Agentic commerce strategy
AI shopping agents & entity trust
Product schema & structured data
Google Knowledge Graph
Google Shopping Graph
Headless Shopify infrastructure
Conversion rate optimisation
Digital Marketing
Ecommerce
Fashion & apparel ecommerce
Experience
Cole Buxton
Head of Ecommerce for a British luxury sportswear brand founded in 2014, redefining contemporary sportswear essentials for the modern man. Responsible for ecommerce strategy, conversion rate, and agentic-commerce readiness across the brand's direct-to-consumer channel. Feb 2023-present.
Cole Buxton Golf
Head of Ecommerce. Cole Buxton Golf merges the minimalist, athletic-inspired aesthetic of the main London-based label with technical, course-ready apparel designed for traditional and modern golf settings. Nov 2025-present.
UVU Club
Ecommerce strategy and performance for a London-founded sports apparel brand (est. 2017) using a drop model making performance running and training wear for the modern athlete. Oct 2023-present.
Red Square
Founder of an ecommerce consultancy specialising in preparing fashion and apparel brands for agentic commerce, the emerging model where AI systems like ChatGPT and Perplexity discover and facilitate purchases on a customer's behalf. Focuses on schema markup, product data integrity, and headless Shopify infrastructure for mid-sized fashion brands (£10–50m revenue).
Conversion Rate Experts
Managed conversion and revenue strategy for major accounts including Lloyds, Halifax, Amazon, O2, and Bupa. Dec 2011-Aug 2016.
RECOMMENDATIONS
"Jamie is much more than just a world class conversion consultant and growth hacker. He really takes the time to understand his client's business inside out – looking for opportunities – and leveraging them into growth. I have been amazed by the impressive results he has delivered to his clients, no matter their size. From local e-commerce sites to world leading banks – he has never failed to deliver."
David Darmanin, Founder of Hotjar
"I have worked with Jamie and can confidently say he's one of the best CRO experts I've collaborated with. What sets Jamie apart is the combination of deep technical expertise and exceptional people skills... If you're looking for a CRO expert who can both deliver revenue outcomes and work seamlessly across your organization, Jamie is an excellent choice."
Sarah Parker, Head of Content / Content Director
"Jamie has produced a number of digital strategies for a few of my web business and they have been first class every time. He has a fundamental understanding of digital and conversion and his structured approach really produces measured results you will not find anywhere else."
Robert Gray, Co-Founder & CEO, Ai Exploration
"Jamie is an exceptional consultant when it comes to ecommerce. He takes a method marketing approach and obtains truly outstanding results for his customers."
Ian Howie, Digital Marketer and Board Advisor
Publications
Writing on ecommerce, schema, and agentic commerce. Full archive on redsquare.ai - regularly updated, linked directly rather than listed individually here, so this stays current as new pieces are published.
Regularly updated; linked directly rather than listed here individually, so this stays current as new pieces are published.