Responsibility for Technology; E-commerce; Digital Marketing & CRM; Omni-Channel & Customer

Newly introduced role focusing on the customer first strategy, responsible for: E-commerce, Digital, Supply Chain, Customer and Trade Marketing, Customer Service and Retail Stores. • Business change. Re-organised the customer facing and support teams by implementing a new central ‘customer focused’ structure, plus the launch of a new business planning function that delivered alignment across all functions and channels to market; removed legacy ways of working and ensured accountability across matrix teams, whilst delivering efficiencies through prioritisation and cost savings.• Data Driven Customer Insight. Re-introduced data driven decision making by utilising the in-house Customer Insight data team; focusing on the customer journey and interactions, utilising customer segmentation and targeting and the re-launch of customer loyalty and subscriptions services. w• Microsoft All Access. Led the technology, customer marketing and digital teams in the successful delivery of the UK exclusive ‘Microsoft All Access’ monthly subscription service. This is the first subscription service launched in partnership with Microsoft and Klarna.• Next generation console launch. Launch of high demand next generation gaming consoles (PS5 & Xbox Series X) in November 2020, during the COVID 19 pandemic with retail stores closing and shifting supply to the digital channels in a challenging supply outweighing the demand. • Belong US Gaming Arenas. Technology and digital lead on the development and implementation of Belong Gaming Arenas into the US. Working in partnership with Belong’s US owners Vindex, advised and consulted on all aspects of the technical solutions from customer facing platforms through to the core technical infrastructure and operational model. Project to support the rollout of further Belong Arenas in the UK and rollout across the US

Group Director for E-Commerce and digital channels, Technology, Supply Chain and Customer Services for GAME Retail UK and Strategy programme delivery for GAME Group 3 divisions – Retail, E-Sports and Events. From March 2019 now responsible for Customer & Brand Marketing and Customer Insight.• Digital Transformation. Achieved PLC Board approval in Sept 2018 for a multi-year digital transformation programme for the UK business. A technology and business change programme to replace the legacy IBM WebSphere platform with a new component-based architecture to allow the business to utilise external applications. • Customer First Strategy. Led Customer First strategy across the UK Business. Utilising the customer insight data from the Reward and Elite Loyalty programmes (circa 5M customers) and external market data to develop a programme of product category improvements across both store and digital channels to deliver a significant improvement to the customers buying experience and brand engagement. Commercially delivering sales and margin growth across these new categories.• Customer Excellence Strategy. Led the customer self-service strategy which has delivered YOY cost savings of circa £1M, whilst improving customer first time resolution rates by 50% and a call reduction of 60%. Achieved through internal process improvements; new unified contact centre technology (Zendesk) and implementation of a tracked delivery service for all on-line orders. This strategy was recognised by GAME winning the Customer Excellence Team of the Year at the Customer Experience Awards 2019.• Belong UK Gaming Arenas. Led the technology teams in the development and launch and subsequent rollout of Belong Gaming Arenas in the UK. Technology delivery of network infrastructure to support 20 – 100 gaming stations, offering console and PC gaming, plus customer booking application and web site.

Group Director for E-Commerce and digital channels, Technology, Supply Chain and Customer Services for GAME Retail UK and Strategy programme delivery for GAME Group 3 divisions – Retail, E-Sports and Events.• Group Strategy Planning & Delivery: Built the strategic vision; planned, delivered and communicated with Executive Board and shareholders to gain agreement. Initiated change including organisational development, mergers, acquisitions, partnerships and technology to transform business into a digital, omni-channel, customer first proposition to meet community and market demand • Launch of Digital Solutions: Implemented distribution and fulfilment codes for console and PC, smartphone App development, digital signage solutions and virtual e-wallet with revenue growth and consumer engagement. Received industry awards – BT Technology Mobile Winner (for Game App) 2013 and Payment Project 2015.Created and built a new division for global digital expansion• Team Management & Partner Development: Led a cross functional teams. Worked in partnership Play Station, Microsoft and Nintendo to deliver consumer propositionLed the business wide project steering groups and managed key project teams including marketplace platform, Omni-channel – order and collect, delivery options, in-store ordering; customer loyalty and insight programmes; supply chain, logistics, e-commerce and m-commerce platform development • Innovation: Created technology lab and led technical innovation, working with specialist team and key partners to create inventive products and marketing solutions for customers and suppliers, for improved engagement; this included GAME Droid, Scan It (Augmented Reality), Personalised Pricing solution, I-Beacons, APP Developments, Digital SignageEstablished in-store digital product catalogue, expanded to on-line channels within 12 months, delivering a complete omni-channel experience

Accountability for IT Function, covering UK and northern Europe; circa 700 stores• Restored and streamlined the IS Function with 50 employees across, architecture, solution delivery, application development, technical operations, project and service management. Revised IT P&L with a breakdown of function costs and savings • Implemented new IT support model for peak trading period and product launches creating stability and realising 99% systems availability across store and e-commerce channels• Restructured and re-motivated team; developed a performance culture to create an unified team with clear goals and a plan for delivering 2012 projects and service

Following acquisition by Game Group headed project management office, delivery team (programme/project managers, business analysts), management information, application and platform development; controlled capital budget with delivery team of 50 employees. Reported to Group CIO• Delivered IT programmes as part of the 2010/11 ‘Dedicated to Gaming’ strategy with development and integration partners – IBM, Salmon, Torex, TXT, Incomm and Glue Reply• Implemented e-commerce re-platform onto IBM WebSphere for Game station.co.uk and GAME.co.uk to grow UK and European online business; controlled a budget to meet 2 year timescale • Delivered first phase of the multi-channel strategy; installed in-store kiosks that displayed digital content and enabled In-store home delivery service. Implemented into a pilot group of stores before a full rollout 2012• Implemented project delivery governance incorporating PMO and process with Prince 2 framework; introduced stand ups and programme steering groups and quarterly reviews with group stakeholders. Transitioned the application development methodology to an Agile framework which expedited software delivery • Additional key projects: Following acquisition merged Gamestation stores and support functions into GAME Group systems including EPOS rollout, dual brand enhancements across JDA, MI, supply chain, Navision finance system, Voxgen Voice Self Service Solution and a customer loyalty reward system

• Controlled P&L and CAPEX for IS function; managed team of 20 based at head office. Led transition of Gamestation into GAME UK. Motivated team through integration and subsequent migration of IT services from Yorkshire to Hampshire; managed closure of facility including 17 redundancies and 3 relocations• Created and delivered the transformation programme across employees, process and technology. Implemented Microsoft Navision ERP across stores and head office, Microsoft Business Intelligence (MI), IP Telephony and call centre solution, new e-commerce solution and upgrade of the core infrastructure• Re-organised the IT function, recruited experienced managerial and technology qualified IS professionals whilst implementing a training and coaching scheme; implemented within budget and delivered a value added function

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