Hayley Smyth

Pioneer
DISC Type : DSi

Head of Ecommerce at IronmongeryDirect

Waltham Abbey, England, United Kingdom

Overview

Hayley is a seasoned e-commerce leader with 20 years of experience at major retailers like Tesco and Argos. Currently Head of Ecommerce at IronmongeryDirect, she specializes in driving online growth and enhancing customer engagement. Colleagues describe her as professional, dedicated, and possessing exceptional attention to detail, with a degree from the University of Hertfordshire.

Outside of her primary role, Hayley channels her professional expertise into her personal passions. She is the founder of Fit Boutique, an e-commerce business focused on fitness and fashion, which she runs as a side hustle. This venture allows her to combine her interests in design, fitness, and online retail.

Unique fact: She single-handedly manages her own e-commerce fitness wear brand, from brand design and purchasing to marketing and customer service.

Personality Overview

Decisive But Friendly

Friendly But Fast

Driven But Considerate

If they are convinced, they can become very strong champions for your product  They combine a unique set of diverse traits where they are fast and friendly but can slow down to be thorough when needed They have the unique ability to win both love and respect from their team (or outsiders)

Topics They Care About

AI in E-commerce
Recently attended multiple industry events where she was particularly interested in AI's role in transforming personalization, predictive analytics, and creative content for online retail.
DTC Brand Growth
Has direct experience launching and scaling a direct-to-consumer gut health brand, managing everything from website creation on Shopify Plus to revenue growth.
Customer Journey
Focuses on improving the customer's path from discovery to conversion, a key takeaway from recent industry events she attended. Her background reflects a strong knowledge of UX.

Media Appearances

Hayley has no verified media appearances

Work History

9-2025
Head of Ecommerce at IronmongeryDirect
10-2024 - 10-2025
Head of Ecommerce & Digital Marketing at Kub Products Ltd
3-2022 - 5-2024
Head Of Ecommerce at JUVIA
10-2019 - 8-2021
Head of Ecommerce at Dwell UK
11-2018 - 8-2019
Head Of Digital at Bathstore

Education

2001 - 2005
2:1 from University of Hertfordshire
4 A-levels from Nicholas Breakspear

More Information

Social Presence :

Prographics :

Exp : 18 Location : Waltham Abbey, England, United Kingdom Job Level : Mid-senior Designation : Head of Ecommerce at IronmongeryDirect
URL has been copied!

Insights For Selling To Hayley

During A Call Or A Meeting

DO's

  • Mostly stick to your standard pitch and qualifying script, but add some stories or anecdotes to it
  • During followups, use calls or text if needed, they should be fine
  • Showcase existing customers and use case-studies to grab their attention

DONT's

  • Don't lean very heavily into providing too much information, sharing whitepapers etc.
  • Don’t hesitate from asking questions or pushing them, but take a formal approach
  • Don’t be too verbose or overly friendly; a little bit, however, is fine

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Hayley is

  • Nothing less than a strong combination of proof of results, relationship and high levels of professionalism is effective with them.
  • Will you ever get a clear answer from Hayley

  • They can say no while staying friendly, but can also be pursuaded to reconsider

Insights For Deal Planning

    How fast (or slow) will Hayley move?

  • They are generally fast movers and can take quick decisions
  • Can Hayley take some risk or not?

  • They have high risk-appetite but can get ahead of themselves once in a while. Observe carefully

You And Hayley

Personality Compatibility


More Profiles

Discover additional public profiles from our index.

Search more profiles

Looking for someone else? Search here for anyone.

Or visit Humantic AI to know more.