Will Riches · London

Ideas that
look good.
And go live.

I’m a digital merchandising and design manager, shaping how people discover content and choose what comes next.

I bring creative ideas to life across web, app and app stores, working from the first brief through testing and rollout.

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1 million+Weekly visitors to the experiences I work on
22 marketsEuropean merchandising & localisation
Web & appMerchandising and customer experience
App storesMerchandising experience on Apple App Store & Google Play

Experience across entertainment brands

Selected work

Creative thinking.
Delivered.

A selection of projects across merchandising, design and experimentation.

Original SkyShowtime mobile homepageRedesigned SkyShowtime mobile homepage
SkyShowtimeDesign · Experimentation

SkyShowtime homepage redesign

Redesigning a high-traffic homepage around content discovery, clearer choices and a simpler path to subscription.

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Dutton Ranch map pageDutton family tree page
SkyShowtimeMerchandising · SEO

Dutton campaign & SEO content

Connecting a family tree, ranch map and show pages into a richer discovery experience.

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SkyShowtime app store screenshot featuring a hero titleSkyShowtime redesigned app store screenshot
SkyShowtimeDesign · App store testing

App store screenshot redesign

Creating, testing and rolling out 2,700+ localised screenshots across Apple and Google.

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Interactive Sky history timeline on a laptop
SkyDesign · Storytelling

Sky History interactive timeline

Turning decades of Sky milestones into an interactive visual timeline.

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GB Strength website on desktop and mobile
Independent projectWeb design · AI-assisted build

GB Strength website

Taking a commercial gym equipment website from initial direction through to launch.

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About me

A creative eye.
A practical approach.

I’m currently Digital Merchandising Manager at SkyShowtime, working across 22 European markets. Previously, I was Digital Design Manager at Sky, with earlier roles at NOW and Warner Bros.

I enjoy the point where a good idea becomes a real customer experience: shaping the brief, building the design, working within platform capabilities and getting the details right for launch.

Alongside my day job, I have experience building websites through independent projects, using AI tools to support hands-on development.

Digital merchandisingWebsite & app designCMS deliveryA/B testingSEO contentApp Store merchandisingLocalisationCreative briefingFigmaOptimizelyAdobe AnalyticsIceberg & ATOM
Tools I use

My toolkit

Tools I use to design experiences, understand performance and deliver projects.

Design & collaboration

  • Figma
  • Photoshop
  • Miro
  • Microsoft 365
  • Microsoft Teams

Testing & analytics

  • Optimizely
  • UserTesting
  • Adobe Analytics
  • Google Analytics
  • Tableau

Planning & delivery

  • monday.com
  • Airtable
  • CMS: Iceberg & ATOM
  • WordPress

AI-assisted work

  • ChatGPT & AI tools
  • Claude
Experience
2023 – Present

Digital Merchandising Manager · SkyShowtime

Website and app merchandising across 22 markets, with SEO, customer journey improvements and the implementation of acquisition and conversion tests.

2019 – 2023

Digital Design Manager · Sky

Web design and UX for Corporate Affairs, consumer and corporate microsites including Sky Glass, and management of two team members.

2019 – 2020

Digital Marketing Executive · NOW

Acquisition campaigns across entertainment, sport and WiFi, including video-led social campaigns.

2017 – 2018

Digital Marketing · Warner Bros.

UK website content, SEO articles, social media and subscriber email communications.

Education

First Class BSc (Hons) Marketing
Bournemouth University, 2015–2019

Professional qualification

CIM Diploma in Professional Marketing
Oxford College of Marketing, 2020–2021

Get in touch

Interested in working together?

Connect with me on LinkedIn or request a copy of my CV.

Connect on LinkedInRequest my CV