Abby Peel Email & Phone Number

London

Aldgate East

Westminster

Holborn, London

I am leading the capability development for the Digital, Data and Technology (DDaT ) professions in on delivering a government wide skills and capability solution for the (DDaT) communities of practice, such as content designers, delivery managers, User Researchers and Technical Architects.Capability is the biggest issue affecting the success and pace of government digital transformation which involves over 30,000 civil servants. I am responsible for defining, delivering and implementing a common taxonomy for 13 job families and over 50 roles in digital, data and technology in all Whitehall departments and their agencies. This includes defining common definitions for roles, role levels and defining levels of capability to ensure government can recruit, retain and develop the specialists it needs to deliver critical government projects.This includes developing career frameworks for specialist communities across government. I engage with senior leaders, capability leaders and heads of community in departments and I collaborate with the talent, Learning and Development, Recruitment and Capability managers across government to define the size and shape of the profession, identify the skills requirement and develop appropriate digital & technology curriculum to help improve knowledge and skills of those inside and outside the profession. This is the biggest transformation project in digital, data and technology capability in government.

London, United Kingdom

The Recruitment and Skills team plays a vital role in helping government improve digital and technology capability – by supporting departments to recruit the best digital and tech experts, and to build the skills and capability of their people. Abby's role is reporting to the Director of Recruitment and Skills and she is responsible for delivering stakeholder programmes to support the government's recruitment policy for senior digital and technology leaders.Achievements so far: - Created UK government’s first cross government induction program for senior digital and technical leaders.- Designed and implemented a suite of recruitment metrics to inform decisions and recommend solutions to meet government’s recruitment policy.- Delivered a stakeholder relationship database to support talent management and capability building in government.- Launched government’s first blog to promote digital and technology recruitment Abby has also written the Diversity and Inclusion strategy for the digital and technology profession and she has led the work to establish government technology and digital professional landscape for civil service's Talent Action Plan.

Holborn

Abby supports the Government Digital Service (GDS) with international liaison from overseas governments who want to learn from the 'digital by default'​ user-centred digital design and delivery. She recommends and nurtures leading international digital and e-government contacts to help advance key UK digital policy areas, such as : open source technology and standards, Identity, tech start-ups, assisted digital and digital transformation of public services.Abby facilitates the preparation and event planning for major policy decisions which affect the UK government's IT policy forum and digital governance.She promotes the Government Digital Service (GDS) and the UK Government’s reputation as a world leader of user centric digital services and transformational public services.Abby creates a communication and channel strategy for visits and international liaison. She Identifies opportunities for further technological, digital and tech start-up cooperation and consults on these in other government departmentsAbby demonstrates substantial communication, influencing and stakeholder management skills, as well as event planning, strong financial control and managing external suppliers and agencies.Achievements: -Arranged over 100 senior international visits, including Korean President Park (Nov 2013) Slim Sikkut -Digital Policy Adviser at Government Office of Estonia ( Sept 2012) and Tim O’Reilly - Founder and CEO, O'Reilly Media ( Nov 2012). -With Cabinet Office, FCO and the UKTI, I was the GDS lead on the strategy to identify key international partners to promote economic growth, through open markets and by stimulating startups and small to medium business enterprises.

Holborn, London

Abby leads on developing the digital and SME community around Innovation in Government. This includes G-cloud and Agile projects which support the Governments ICT Strategy. She is responsible for the building communications and stakeholder planning with the digital and SME community -which includes gov't colleagues, external partners, innovators, angels, and SMEs to resource cloud and agile projects within Government.Achievements: -Planned and delivered a successful launch of the Government Digital Service with Ministers, civil servants, key industry leaders and journalists. ( Dec 2011). -Created an HM Government online portal to nurture communities working in Agile. (Apr 2012).-Established the first G-Cloud camp for UK Government with Chris Chant. ( Feb 2012). -Launched the first government Agile un-conference with government CIO Joe Harley (Sept 2011).

Abby is currently seconded to the ERG group, part of Cabinet Office to manage the communications planning for a series of Central Government procurement events. She is responsible for reputational management for all the events as well as the stakeholder management and project management for the delivery of three phases.She has developed the communications and media plans and she is working with external, internal communications and departmental digital teams to engage with the procurement community for a positive outcome

Abby is responsible for supporting the delivery of communications planning to support new coalition government priorities on Efficiency and Reform, specifically the Public Service Reform White paper. This policy sets out the policy framework for delivering better public services, such as commissioning, decentralising the funding and delivery of public services. Abby engaged with and built links across government and other communities to connect with key decision makers to ensure that objectives are communicated effectively and opportunities for further engagement are created.She also managed the publication of No 10 and Cabinet Office announcements using horizon scanning procedures, and liaising with press teams to manage timely delivery.Achievements: -Created the first horizon scan for No 10, Francis Maude’s office and Cabinet Office combined activity for the Efficiency and Reform group.- This highlighted future commitments, announcements and milestones, and was successfully used to plan resources, commission services and meet deadlines against rapidly evolving political priorities

Marketing and Stakeholder Manager in Markets and Collaborative Procurement division (M&CP), working within the Marketing and Communications team, and reporting to the Head of Business Marketing within the Office of Government Commerce. Abby works within M&CP to identify the way communications can support their objectives, focusing on the priorities, audiences and messages that need to be developed to support the OGC.She is also responsible for the planning, developing and implementing of communications strategies and plans for the Division and to ensure that all communications support Government best practise policy.She works cross functionally, and with external suppliers to deliver against these plans, in a cohesive way, consistent with Government policy

Otto – UK is owned by the biggest home shopping business in the world, and operates a DM/ Online business for Freemans, Grattan, Kaleidoscope, Oli and other niche brands.Abby works in the London office and her key skills are:•Substantial experience of strategic project and change management for the provision of CRM, analytics and insight services.Considerable project, stakeholder and 3rd party Supplier management skills.•Identifying opportunities and manipulating and interpreting data to generate commercial benefit.•Delivering multi-channel campaign solutions profitably. •Manipulating and implementing targeted scorecards into the action chain to achieve positive net contribution.•Recruiting, developing, managing and motivating a highly skilled analytical team •Operational knowledge of Campaign Management systems, Teradata & SQL, SAS, Excel, PowerPoint, MS Access, MS Visio, KXEN.

Promoted to manage all Otto UK site’s campaign management teams during a time of consolidation between the brands. Managed a team of 12 analysts over 2 sites and 7 brands to deliver an integrated and consistent contact solution. •Integrated campaign management best practise across both sites, implementing process and procedure improvements for marketing campaigns and analysis and the provision of Campaign insight for key decisions.•Project and change managed the consolidation of multiple marketing processes into an efficient and completely transparent process with full workflow management systems.•Delivered detailed agent and statistical analyses to increase commercial benefit to Sales/Marketing and Merchandising decisions

Joined Freemans from Club 24, so moved from Leeds to London to take up the roleMain duties were:•Utilised bespoke RFM Segmentation strategies, orchestrated tactical communications to under performing segments, which focused marketing investment to maximise sales. •Worked closely with Marketing teams in preparing modelling solutions and implementing segmentation strategies.•Liaised with senior IT managers to define and progress continuous database enhancements, to ensure the consistent data quality and continued business benefit.

Diploma In Dm, Direct Marketing

Bsc Honours, Marketing Sciences

Hnd, Hotel Catering