Trading for over 1,100 years The Royal Mint has a portfolio of businesses that provide services to both historic and commemorative collectors, and investors of precious metals. It is my role to champion digital, encouraging teams, and individuals towards best practice leading digital innovation within The Royal Mint’s portfolio of business. Leading teams that service The Royal Mint across Conversion Rate Optimisation (CRO), Search Engine Optimisation (SEO), User Experience (UX), and Digital Innovation.My team were awarded as Rising Stars at the Conversion Rate Optimisation Awards in 2021, a fantastic accolade to acknowledge the great achievements we’ve made through user testing. Direct the delivery of key digital initiatives as Product Owner of the Royal Mint’s website. Oversee the analysis of websites and digital channels, providing insight to our UX lead and other teams across The Royal Mint. Manage stakeholders to understand their challenges when delivering through digital technology, providing recommendations for improvement to our e-business managers and ways of working that increase efficiencies within our teams.

As Senior Website Manager at The Royal Mint, my key responsibility is to elevate our customer experience through digital technology, in line with business objectives and strategic goals. Reporting day to day to the Head of Marketing, I work holistically across TRM’s portfolio of businesses to develop and improve our customer’s journey through our digital channels including royalmint.com, social media and mobile apps. With a strong focus on customer feedback and statistics I work directly with e-business teams to improve our website day to day, whilst encouraging innovation and new thinking around our customer’s experience online.

As a founding partner and director at Hoffi, my key responsibility was the development and management of digital strategies for our clients. Building relationships with existing and prospective clients, to cross barriers and understand problems, goal aspirations and budgets. I produced project proposals, costings and manage ongoing client and partner relationships. In 2016 I developed an online strategy for the National Eisteddfod of Wales, which has included the redevelopment of their online offer, introducing e-commerce to the business alongside the transformation of how they interact digitally with customers, taking them from a paper driven business to 80% digital in their first year.. As technical director I was responsible for developing relationships with partners and third-party organisations to support content creation including copywriting, photography, video, digital marketing and SEO. I was key in securing a long term contract with Network Rail to support the development of their communications in Wales. In 2009, I helped secure a contract with Wales’ English language theatre Company, National Theatre Wales. This saw us launch the arts organisation to an online audience of 15,000 in the first 30 seconds. Delivered distance learning tools for Estyn School Inspectorate for Wales, providing training and certification to staff in 1,600 schools. Consultation with Welsh Government’s Future Generations Commissioner and sustainability think tank, Cynnal Cymru which led to us developing Wales’ first social media connected Public engagement website, The Wales We Want. The website asked for and generated over 200 quality public responses that informed and supported Wales’ Future Generations Bill.

I was a key member of the interactive team at Peter Gill & Associates for over five years, initially as a senior interactive designer and working my way through promotion to head up the interactive department in 2005. Responsible for a team of 7, including both designers and developers, reporting to project managers and directly to the managing director. My key responsibilities were overseeing and developing digital concepts for our clients to help them achieve their strategic goals. In 2004 I developed the original concept for the International Baccalaureate’s online marking platform. A digital tool that allowed collaborative scoring of pupils work, throughout the organisations schools in the United Kingdom and Europe. I worked closely with several partners, doctors and medical staff to research and develop user journeys (UX) and a supporting interface design (UI) for Medaphor’s Gynecology training application delivered through distance learning. In 2005 I was key in securing a contract with the Electoral Commission to develop a digital project to introduce teenagers to democracy and our voting system. I was lead on the project, researching and developing the supporting campaign that introduced the idea of voting through popular music. I was the digital lead on the branding team responsible for repositioning the National Library of Wales into a ‘Day Out’ destination and fundamental in working with the library’s in house web development department to introduce a new user-centric design to the libraries online content.

Following graduation I was employed at Sentinel to oversee the user interface design of the CD-Rom based brokerage software ‘The Source’. I worked closely with their in-house development team and customer service department to scope the redesign, before mapping the findings and developing several iterations of the user interface. As a member of the marketing team I was responsible for building relationships throughout the company, to request and curating content for the company’s internal and external communications and marketing materials, which saw me develop their first company intranet, staff handbook and a large number of marketing materials for direct mail and exhibitions.

I held a part-time role at Prosof whilst at university, initially employed to develop the company’s website to sell their specialist accountancy software. During my stay I became more involved in the business, generating new software ideas, managing their team of programmers to produce software for Nokia and Manchester United Football Club.