Ashley Melville
A highly accomplished business leader and digital transformation specialist with over 25 years of commercial management experience. Proven track record of scaling enterprises—including founding a legal practice and growing it from a home office into a 7-figure multi-office operation with 36 staff. Combines executive leadership with practical web implementation skills (HTML, CSS, JavaScript, WordPress), formal UX qualifications, and operational systems design. Specialist in auditing legacy workflows, integrating enterprise SaaS platforms, and driving digital change to reduce operational costs and maximize business value.
DIGITAL TRANSFORMATION & CHANGE
Business Process Re-engineering, Legacy System Audits, Enterprise SaaS Integration, Operational Efficiency, Workflow Automation.
UX STRATEGY & SYSTEMS DESIGN
Information Architecture (IA), User Journey Mapping, System Wireframing (Figma), Usability Testing, Cross-Functional Collaboration.
COMMERCIAL LEADERSHIP
Enterprise Scaling (7-Figure Turnover), Team Leadership (36 Staff), Budget Oversight, Stakeholder Management, Dispute Resolution.
WEB TECH & IMPLEMENTATION
Responsive Web Architecture, HTML5, CSS3 Custom Layouts, JavaScript Integration, WordPress Management, AI-Assisted Workflows.
- Designed, built, and launched a production-ready commercial web platform using HTML, CSS, custom scripts, and WordPress.
- Engineered a dual-funnel user journey (“Free Case Review” vs “Formal Instruction”) to optimize B2B lead capture and reduce bounce rates.
- Implemented custom interactive UI components and form pre-filling logic to streamline client onboarding.
- Provide accredited civil and commercial dispute resolution, applying psychological and negotiation frameworks to achieve settlements.
- Independently manage and trade an equity portfolio using momentum strategies in high-volatility environments.
- Utilise real-time financial charting dashboards, executing rapid data analysis and strict risk mitigation decisions.
- Co-led operations for a marketing agency focused on brand awareness, website traffic growth, and digital lead acquisition.
- Collaborated with corporate clients to execute digital marketing roadmaps aligned with target revenue goals.
- Managed cross-functional design and delivery teams, achieving a 30% increase in campaign lead conversion rates.
- Founded and scaled a commercial practice from a home-based office into a multi-office firm with 36 staff and 7-figure profit turnover prior to a successful sale in 2021.
- Software Project Leadership: Partnered with software engineers to design and integrate a custom SaaS case management platform, mapping workflows to optimize firm-wide efficiency.
- Developed internal lead-generation strategies that reduced case acquisition costs to a fraction of industry averages.
- Served as Head of Negotiations for complex multi-million pound litigation actions and managed overall financial performance.
- Qualified as a Solicitor in 1998; managed complex dispute negotiations, contract analysis, and client relationships.
- Level 5 Diploma in UX Design — The UX Design Institute (2024)
- Level 4 Registered Civil & Commercial Mediator — CMC Accredited (2025)
- Level 3/4 Diploma in Counselling & Psychotherapy — BACP Frameworks (2020)
- Level 7 Postgraduate Diploma in Legal Studies & Level 6 LLB (Hons) Law — Staffordshire University
- Level 5 HNC in Building Studies & Quantity Surveying Experience (1988–1992)