Hi, I'm Sophie Hawkins. I work full-time as Ecommerce and Digital Experience Manager at Dryrobe®, and I co-founded Find A Treat in 2024. This is a space to share my work, background and the things I'm building.
I took over a menswear shop called GetUp Clothing at 23 with no playbook, no safety net and a lot of stubbornness. I taught myself Shopify, SEO, buying, visual merchandising, digital marketing and photography, all on the job, all under pressure.
That experience gave me something that boardrooms don't: real commercial instinct. Since then I've taken those instincts through Harrods, Signet Jewelers, iCandy World and into my current role as Ecommerce & Digital Experience Manager at Dryrobe®, one of the UK's most exciting outdoor lifestyle brands.
Alongside that, I co-founded Find A Treat in December 2024, an award-winning app that helps people locate real-time ice cream vans and mobile vendors across the UK. I also studied Visual Display & Fashion Branding at the Fashion Retail Academy, which gave me the creative foundation everything else is built on.
"I don't build things to look good on a deck. I build things because I want people to genuinely love using them."
Sophie Hawkins, Braunton, DevonA rare blend of creative instinct, technical confidence and commercial awareness, built over a decade of doing it for real.
From collection architecture to checkout flow, I know the levers that move conversion and I pull them without breaking what's already working.
Search is everywhere: Google, TikTok, Instagram, internal search. I build discoverability into content and structure from the ground up.
I spot friction before customers do. Journey mapping, mobile-first thinking and navigation fixes that feel invisible, because the best UX always does.
Co-founder of an award-winning app. I bring product thinking, feature ideation, UX copy and growth loops, bridging the gap between idea and reality.
Campaigns that feel culturally alive, not corporate. Viral TikTok concepts, founder storytelling, PR angles and brand moments people actually share.
Not a traditional engineer, but a practical implementer. GA4, Klaviyo, Meta Ads and conversion tracking set up in ways that actually answer real questions.
Find A Treat is an award-winning mobile app that lets you locate live ice cream vans, coffee vans and mobile food vendors in real time across the UK. I co-founded it in December 2024 and it launched in June 2025.
I lead product direction, UX, SEO, branding, growth and social. The brand deliberately taps into British nostalgia, seaside culture and community joy. It's a lifestyle brand that happens to be an app.
Live map of ice cream vans and mobile vendors near you, updated in real time.
Get notified when your favourite vendor is nearby. Location-aware, timely and delightful.
Easter Bunny van hunts, mystery pings, "the map was leaked by bunnies": internet moments, not just ads.
I learned this at 23 running my own shop. Waiting until something is perfect is the fastest way to go nowhere. Start, learn, improve, then start again.
Google is just one channel. I build discoverability into everything: TikTok, Instagram, in-app, internal search. If people can't find it, the quality doesn't matter.
The strongest brands don't just sell; they make people feel something. I build for emotional resonance and cultural relevance, not just conversion rates.
Every extra click, every confusing label, every broken journey is a customer you've lost. I'm obsessive about removing it before users even notice it's there.
Whether you need an ecommerce specialist to grow your brand, strategic direction for a digital project, or a creative partner who doesn't do things quietly, I'm your person.