Track record · 2015–2019 · App Product Director
From concept to #1 — and one Christmas, the UK's #1 app
Took the app from concept to #1 in Food & Drink for three straight years — and one Christmas, the highest-grossing app in the entire UK App Store — with a subscription roadmap developed in partnership with Apple.
Deliciously Ella — full-width hero image
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The context
Deliciously Ella had built one of the UK's best-known food brands with a huge, devoted audience. The question was whether that audience would pay: could a recipe app hold its own as a product — not a marketing add-on — in a category where almost everything is free?
The build
As App Product Director from 2015 to 2019, Ed took the app from concept to launch and beyond: product strategy, roadmap and the subscription model, developed in partnership with Apple. The discipline was the same as Magic Seaweed's — be the single best answer to a daily question, and charge fairly for it.
The outcome
#1 in Food & Drink for three years running. One Christmas, it was the highest-grossing app in the UK App Store — full stop, not just the category. The business later sold for £45m.
What you're hiring: product judgement — turning an audience into a business people willingly pay for, and knowing the difference between a feature and a product.
Put it to workWant this experience on your side?
Book a free 30-minute call. You'll talk to Ed — not an account manager — and you'll leave with something useful either way.