Edward Upton
Founder & CEO at Littledata
London, England, United Kingdom
Summary
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SeniorEdward Upton is a founder and CEO with 11 years of experience building product-led businesses that make ecommerce analytics reliable and actionable for DTC brands. He launched Littledata after solving real-world tracking pain points for retailers like MADE.com and JD Williams, and has scaled a Shopify-focused analytics product used globally since 2017. Edward combines a background in psychology and philosophy from Magdalen College, Oxford with hands-on product and front-end work—contributing UI and search improvements to well-known docs projects such as Segment’s Jekyll site. His career spans founding Teachable.net, consulting on digital product strategy, and roles at Accenture and the UK Government Digital Service, reflecting a blend of entrepreneurial grit and systems thinking. Based in London, he balances data-driven product leadership with an outdoorsy, active lifestyle that keeps him approaching problems practically and creatively.
11 years of coding experience
15 years of employment as a software developer
Stackoverflow
1reputation
0reached
0answers
0questions
Github Skills (8)
html10
css10
javascript10
user-interface10
algolia10
preact9
responsive-design9
documentation8
Programming languages (4)
Github contributions (5)
segmentio/segment-docs
Sep 2020 - Nov 2022
Segment Documentation. Powered by Jekyll.
Role in this project:
Front-end Developer
Front-end DeveloperContributions:2 reviews, 55 commits, 7 PRs in 2 years 1 month
Contributions summary:Edward primarily contributed to the documentation site's front-end. They modified the layout and components, focusing on the navigation bar, search functionality, and mobile menu. Their commits indicate work on improving the user interface by incorporating Algolia search, hover help features, and overall layout adjustments across various pages, while also updating the search styling. These changes enhance the site's usability and search capabilities.
jekyllsegment
littledata/shopify-tracker
May 2019 - Feb 2022
Littledata's tracking script for Shopify stores
Contributions:90 reviews, 684 commits, 216 PRs in 2 years 8 months
shopify-storesecommerce-websiteshopify-apptrackinggoogle-analytics
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