Hello, I’m Alex Kelso
I am a freelance Web Developer with full-stack training and over 10 years' experience across cross-border eCommerce, payments, UX and product management.
I’ve managed globally distributed cross-functional teams to (i) execute 100+ projects, (ii) launch 30+ businesses in new markets, (iii) develop, launch and manage six FMCG and four Saas products.
I am passionate about tech-for-good, digital inclusion and empowering organisations with low-code solutions which solve real problems and create measurable value.
Thanks for stopping by, and don't hesitate to reach out if you're looking for solutions, or just looking to connect.
Years of Experience
Projects completed.
Happy clients.
My Education
Scrum.org
Professional Scrum Product Owner (PSPO 1)
Monash University
Le Wagon
University of Melbourne
Bachelor of Commerce (Finance & Marketing)
My Expertise
Web Development
Automations & AI
UX & Design
Product Management
MVP Development
eCommerce
Product-Led Growth
Data Analysis
Payments
Project Management
Digital Marketing
Agile Development
Freelance Web Developer
April 23 - Present
In my freelance web development practice, I've had the privilege of working with a diverse range of clients, from not-for-profit charities like The Cova Project to major ASX-listed platforms.
Product Manager
Sep 21 - Mar 23
At Live Payments, I steered the direction of three Card-Not-Present (CNP) SaaS products, accounting for a combined annual Gross Processing Volume (GPV) in the tens of millions of dollars. These included (i) the merchant portal, (ii) The Virtual Terminal, and (iii) integrations (including eCommmerce). Beyond operational leadership, I played a pivotal role in shaping the vision and strategy for Live's CNP business. This entailed curating product roadmaps to aligning with essential business objectives and the fluctuating payment environment.
Driven by insights from merchant challenges and the competitive landscape, I championed the transition to a partner-led API-driven CNP strategy, forging a strategic partnership that opened doors to 200+ industry-leading integrations, (spanning eCommerce, CRMs, ERPs, subscription and billing) for over 8,000 businesses. This solution achieved considerable pre-launch interest and is poised to provide a multiple on organizational revenues in the forthcoming years.
Navigating the intricate domain of online payments, my responsibilities encompassed directing discovery, guiding product ideation, and overseeing robust digital initiative rollouts. I prioritized cross-functional teamwork, collaborating closely with departments like Finance, Risk, Marketing, Sales, and Technology, always with an eye on refining and actualizing Live Payments' strategic vision in the CNP arena.
Technology Consultant
Jan 20 - Aug 21
At RLG, a firm dedicated to crafting commercialization strategies for Western businesses in China, my primary focus revolved around New Business Development, namely driving inbound and outbound marketing and sales initiatives. These strategies played a pivotal role in securing five significant clients, catapulting annual platform sales by 118% between FY2022 and FY2023. One notable success was the onboarding of Remedy Kombucha, a strategic move informed by recognizing a unique market gap, which later translated into several $Million sales for FY23 alone.
In parallel with our marketing initiatives at RLG, I orchestrated numerous research and strategy endeavours. These projects were instrumental for attracting leads, enhancing proposal development, and tailoring commercialisation strategies to ensure a precise market fit. For our existing clients, insights drawn optimized their offerings, enabling them to resonate with the right audience segments on their most frequented platforms. Additionally, these investigations informed RLG's broader strategic vision, spotlighting emerging trends, untapped markets, and new platforms, while also fortifying our inbound content arsenal.
Research Manager
Nov 18 - Dec 19
As Research Manager at China Skinny, I led a vibrant cross-cultural team, harnessing research methodologies spanning desk, field, big data, qualitative, and quantitative approaches. In my time at China Skinny, we delivered 24 comprehensive market commercialisation and NPD strategy projects, for as many clients spanning vastly different sectors (spanning ice Cream, automotive, retail, pharmaceuticals, FMCGs and more).
A highlight of my time there was driving the end-to-end execution of the 2019 Westpac China-Australia Business Sentiment survey. This project required analytical acumen paired with seamless cross-functional teamwork, drawing input from China Skinny, Westpac Bank, and our partner, Austcham Shanghai. I took the lead in executing the survey, analysing data, conducting interviews, crafting copy, designing the visual presentation, synthesizing findings into a cohesive report, and presenting the findings at numerous public speaking events across Shanghai.
Account Manager / Physical Product Manager
Jul 15 - Nov 18
At QBID (acquired by RLG in 2019), I had the responsibility of overseeing Trilogy Skincare's expansion into China's digital domain. This task necessitated the brand's presence across 12 diverse Chinese digital platforms, from eCommerce to livestreaming. In 2018, we observed a monthly unique visitor count reaching approximately 500K on eCommerce platforms. From FY2016-FY2018, we achieved CAGR of 415% to hit over $5 million in B2C platform sales.
My role as Account Manager was to devise and execute market entry strategies for more than 30 international businesses venturing into China's CBEC and 'Smart Retail' sectors. As a result, I led the development of substantial sales and marketing arms (yielding AU$50K+/month) for numerous businesses, including Trilogy, Prospan, VETA, Celebrity Slim, and Ego. The role required constant coordination with various cross-functional departments, ensuring strategies were in harmony with client objectives.
In product development, I spearheaded the development and delivery of six tailored food and supplement products for the China market from inception to market delivery, culminating in B2B pre-sales orders worth over $400K AUD. In operations, I worked closely alongside logistics to spearhead a supply-chain transformation project, which led to a reduction of over 30% in annual logistics and warehousing costs. This transformation also positively impacted our delivery timelines and was followed by a marked improvement improvements in store ratings and NPS results - leading most stores to cross the detractor-promoter threshold.
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The core values that drive my work
Efficiency
My approach is all about efficiency, from quick turnarounds to streamlined processes that save you time and hassle.
Innovation
I specialise in harnessing AI technology and Low-Code solutions to transform how your business operates. I seek to streamline labour-intensive tasks, paving the way for scalable, efficient business growth.
Empowerment
My solutions are crafted to empower even the non-tech-savvy, boosting transparency and control. I’m committed to educating and enabling business owners to use intuitive tools which create value and solve real business problems.
Customer-Centricity
I put your customers at the forefront, creating experiences that meet their needs and exceed their expectations.
