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The team


Neil McKay

Chief Executive Officer

Hi, I’m Neil and I’m passionate about helping organisations grow their businesses online by applying data, science and psychology. Our company Endless Gain is central to this passion.

For more than 15 years, I’ve been helping businesses here in the UK, Europe and USA grow their online profits. Today’s businesses must be more scientific in how they approach business growth and that’s where we can help. In addition, our approach to conversion optimisation enables companies to maximise their marketing channel investments.


Garret Cunningham

Chief Operations Officer

Hi, I’m Garret. I’m a digital marketing specialist with over 10 year experience in digital media helping clients to manage multi-channel e-commerce strategies in both domestic and international markets.

Over the years I have led strategy and planning across all digital media channels including search and display, and also expanded this out to cover offline channels including TV, press and OOH.

I believe the next level of growth for many businesses will come from not just knowing what their customers do on site but investing in knowing more about why they do it.


Ben Steadman

Analytics Director

Hi, I’m Ben. I lead the analytics team here at Endless Gain.

I’ve been analysing data and fixing analytics since 2001.

Data plays such a vital part in today’s decision making world. The days of making business decisions based on opinions are disappearing fast and data is replacing it. Analytics is pivotal to this data led world.


Orla McGrath

CX Design Director

Hi, I’m Orla. I head up the CX Design department here at Endless Gain.

Working within conversion optimisation, as a designer you must think differently. It isn’t just about what looks good. More importantly it’s about whether the design helps to create the clarity needed to get the message seen and the objective achieved.

Those pages are the real design winners.


Ben Ambridge


Hi, I’m Ben. I’m a Reader in Psychology at the University of Liverpool and I lead consumer psychology at Endless Gain.

I’m interested in how research findings from academic psychology can be applied in our everyday lives as consumers. And, importantly how psychology plays an influential role in ecommerce.

I write a weekly psychology column for The Observer, and my book Psy-Q: You Know Your IQ - Now Test Your Psychological Intelligence has been translated into 15 languages. Check out my TED talk, "Ten Myths about Psychology, Debunked".


Valerie Bounds

Project and Process Director

Hi, I'm Valerie. I have  an 18 year background in digital development, specialising in digital strategy and user experience.

In this time I've delivered projects for a broad range of leading national and international organisations.


Iestyn Armstrong-Smith

Content Director

Hi, I’m Iestyn. My focus is on making words work!

For more than 20 years, I’ve been combining psychology and my language skills to help UK and international companies win more business. My primary role is to help you with ensuring the words you use on your website make your business as profitable as possible.


Abi Hough

Device Experience Director

Hi, I'm Abi and I am responsible for Device Experience testing at Endless Gain. I have been involved with all things internet related for over 15 years, ranging from front end development, design, usability, accessibility and conversion tactics, and in that time I have found companies in excess of £150 million of additional revenue through the work I carry out.

My role is to ensure no matter what device, browser or technology a website is viewed on, the content functions correctly and is accessible and usable by everyone, no excuses.

 Professional Web Accessibility Auditing


Gary Lyness

Operations Manager

Hi, I'm Gary. I’m responsible for looking after our colleagues and our office on a day to day basis, ensuring Endless Gain runs like a well oiled machine.

I have over 10 years’ experience in HR and Facilities Management in a wide range of industries from financial to digital.


Tim Marshall

Front End Developer

Hi, I'm Tim. I'm a front and back-end developer with over fifteen years of professional experience in the web industry gained at a variety of high-profile organisations.
I enjoy the challenges of an ever-changing digital landscape and like nothing more than producing innovative, front and back-end solutions that solve user problems that not only hit the brief but also adhere to the latest web standards and function correctly across a multitude of user devices.

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