Jonathan Roberts in

Jonathan Roberts

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Fractional Transformation Consultant at Brand Machine Group
📍 Tring, England, United Kingdom

Jonathan Roberts is a Fractional CTO and Digital Transformation Advisor with over two decades of experience helping retail, fashion, and e-commerce businesses modernize their technology. He has a track record of leading enterprise-wide change for high-growth companies like ASOS and END.

Described by colleagues as professional and courteous, Jonathan is recognized for providing valuable input and guiding teams through stressful projects. He excels at turning technological transformation into measurable business performance.

At luxury retailer END. , he delivered a £30m GMV uplift and £7m annual cost reduction through a major platform overhaul.

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Experience
18 Years
Current Role
Fractional Transformation Consultant
Job Level
Mid-senior
Location
Tring, England, United Kingdom
Personality Overview

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Priorities

Topics Jonathan cares about

Retail Tech Modernization
Specializes in helping retailers untangle complex, fragmented systems and replace legacy platforms to enable innovation and support scale, as seen in his work with ASOS and END.
E-commerce Scalability
Focuses on designing enterprise architecture to support hypergrowth and global expansion for online retailers, a core challenge he addressed during his time at ASOS.
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Career

Work history

1-2023 - 3-2024
Fractional Transformation Consultant
Brand Machine Group
8-2022
Interim Head of Architecture
END.
1-2018 - 8-2022
Chief Programme Architect -ASOS Market Place
ASOS.com
8-2014 - 1-2018
Principal Architect
ASOS.com
1-2008 - 8-2014
Senior Solutions Architect
RedPrairie
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Education

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Behavioral profile

DISC profile (public)

DISC behavioral profile

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