The Filter

CEO / VP of Product

2013 – 2018 Bath, UK

The Filter is an AI-driven technology company providing personalisation and recommendations technology into entertainment services and e-commerce stores. Its products are used by millions of end-consumers through set-top boxes, smart TVs and web browsers.

James presenting at the Ecommerce Futures conference. A big screen shows a slide about The Filter personalising digital experiences in ecommerce.

At the request of the lead investor and my previous employer Eden Ventures, I took over and led this venture-backed company from near failure into profitability with 20% annual revenue growth. I did this by careful financial planning, rescuing existing relationships and winning new enterprise client revenue of over £3 million. I subsequently negotiated an exit for Eden by bringing on a new investor.

For most of my time with the company I also acted as Product Lead for the key offerings – an AI assisted ecommerce merchandising tool and dashboard – driving metrics up for our clients such as increasing e-commerce average basket values by 15% and improving customer retention for subscription services by increasing engagement with video content.

One of the key challenges was to re-build company culture and increase diversity in the workforce through recruitment into the senior roles and offering flexible ways of working. As an example, The Filter achieved a 45% female workforce which is (sadly) a tough challenge in a technology business.

Key clients: