PWS and Content Manager First Direct (part of HSBC)June 2021- Present• Analysing and understanding digital content discovery, consumption, and preference across different content types for website and app using this to guide action and change.• Built out a suit of messaging lifecycle banners for different products and servicing journeys. • Continuous optimisation of web and app journeys, using AB testing and personalisation to continuously improve the digital experience and using these metrics as first point of call when making any changes the public website.• Working closely with the likes of SEO, communication teams, digital commercialisation, 3rd party marketing agencies, Marketing, Product teams, regulatory teams, and many other stakeholders to ensure new content and UX capabilities align with customer insights, commercial and regulatory needs and delivering this with the highest quality.• Working with analytical tools such as Looker and Content Square to deep dive into customer journeys, understand page performance and how we can improve our public facing website.• Using SEO as a pivotal point of focus in producing the highest quality articles to help our web pages rank better, improving page structure and building a keyword strategy.• Seen as a point of escalation for issues. Taking ownership and following up with the actions required to resolve.• Dedicated to being customer focussed, project minded and experienced in working in matrix management environment.

Working in a global team, I delivered optimized digital messaging to specific customer segments, focussing on digital messaging, digital best practice and customer segmentation for the MENA region.• produced, deployed, measured and optimised targeted communications to customers via Personal Internet, Mobile, Email, Push, SMS and Public Website areas, with associated landing pages, calls to action and supporting collateral for these communications. • Increasing the global reach covered across markets, customer base and digital channels. This included organising and planning markets on-boarding, implementing and evolving ways of working with markets adopting the service, providing ongoing support and working with analytics and technology teams to enable the required data supply chain. • Constantly measuring messages performance to drive learning and shared with markets and other teams.• Seen as the escalation point for project issues and concerns • Continuous optimization and improvement of digital messaging through a closed-loop metrics driven process • Managing key stakeholders and establishing excellent working relationships with digital teams and the wider content stakeholders across the business include group digital, analytics and technology

Managing all requests and work flows associated to the UK public facing website for BAU and project related tasks. Providing leadership to a team of authors to deliver accurate and concise content in a fast paced, ever changing and highly regulated industry.• Helped design and manage the current BAU process, including incident management, embargos and managing high impact (regulatory) changes to EMEA HSBC public websites• Managing changes through the process, whilst ensuring all steps have been followed by content authors and ensuring all stakeholders are involved and have provided full signoff.• Regularly review existing processes to identify risks and provide mitigations to those risks. • Key contact for managing and escalation of live/published incidents during working/unsociable hours. Responsible for incident triage, investigation and mitigations to any problems that may arise for HSBC’s UK public facing website.• Provide leadership to direct reports by making sure all team members are adequately trained on internal, external and newly developed processes and controls.• Build on improvements and manage the AEM components and capabilities.• Analyze live publications and provide UX solutions on customer journeys, campaigns and projects.• Liaise with key stakeholders to plan and launch product campaigns and regulatory changes to the EMEA public websites in line with market/business roadmap• Working closely with the optimisation team to test changes and hardcode changes on the public websites, using customer driven feedback

Managing and working with AEM to build out templates for the UK and Global websites. Managing the BAU work stream for the UK and Channel Islands for the execution and delivery of content journeys across the digital channels, to meet global and local needs.• Building & optimization of required pages for the UK and global sites ensuring all incoming journeys are accounted for.• Using data to further decision making and reporting on effectiveness of content.• Help deliver output based on editorial calendar and other planned initiatives.• Analyzing and communicating key findings in analytics.• Manage project work (site migrations) with ad hock BAU which comes in.• Managing and communicating with stakeholders such as Global Digital, regional and in country Digital teams, CVM and Digital Marketing teams across all brands, as well as other areas of DCoE including VADM and mobile. • Making sure all pages built are Legal and Compliance approved.• Working as a team with VADM and optimization colleagues to ensure in page real-estate is marked for their initiatives.• Planned and helped to map out the BAU process for when the UK site migrated over to our new platform - AEM• Taken responsibility for overall delivery & reporting of UK and Channel Islands BAU tickets that come in to our JIRA board.• Manage the teams BAU workload to manage delivery against SLAs• Project manage both BAU requests as well as project work across multiple product lines and stakeholders • Working with key stakeholders to ensure BAU/ project requests are completed to the highest quality and meeting deadlines• Trained on JIRA, AEM and Confluence.• A very good understanding of UI/ UX practices such as page real-estate and copy placement, have a good understanding of SEO, optimization and content governance.

Responsible for managing and developing HSBC's digital customer experience on website and mobile. Responsible for driving customer satisfaction and engagement within the digital channel.• Manage the design and development of customer experience across the public website and mobile propositions as well as build and manage internal and external relationships to support more effective project delivery.• Understand customer needs and business objectives to help create best in class user journeys.• Take ownership of lead generation across all products/ propositions and stay on top of digital trends and look for opportunities to innovate in order to delight our customers• Drive internal communications and customer communications to create awareness and provide support for digital projects.• Ensure all digital developments are fully compliant and also aligned with TFC.• Work with the various digital delivery and implementation channels to ensure projects are delivered in an effective and timely manner.• Working with and managing various agencies.• Managing 9-10 projects at any one time ensuring customer journeys are driving customer satisfaction and conversion at all times.• A/B testing across website to ensure we are maximizing conversion. Our loans A/B test resulted in a 20% uplift within one week of going live• Head of UK Marketing on one of the UK’s largest service led project, coordinating all marketing activity from digital channels, customer communications, print and in branch marketing.

Responsible for managing and driving CRM for the Bingo product across UK, Ireland and international territories. Responsible for looking after all aspect of the customer journey, acquisition channels and marketing funnel.• Managing and creating the CRM Planner for outgoing promotions, communications and all website content• Managing all aspects of content/communications targeted at our customers via email, SMS, account message and website• Setting up and managing the end to end process of existing and new promotions• Weekly and monthly analysis of communication sent out• Report building within ADW to build strategic reports focusing on KPI’s• Responsible for managing and briefing all relevant stakeholders within CRM- design, data, Promotions, CM’s• Contributing promotions and ideas for all aspects of the customer journey (retention, conversion, acquisition, reactivation)• Reporting to managers and directors on a daily and weekly basis of the success factors to do with Bingo• Creating marketing plans and strategies to increase our customer base, retain existing customers and convert registered customers in to active players.

Responsible for driving customer conversion from registration to sign up from all aspects of acquisition channels through customer communications and understanding customer journeys for Poker, Casino, Bingo and Games.• Contributing to managing of out bound calling campaigns and live chat to effectively get customers to deposit and play. • Understanding of customer journeys across gaming websites, registration through to deposit and acknowledgment of first play in order to understand the overall customer journey experience and their drop off points throughout the journey• Management, design and deployment of weekly email campaigns which included creation of promotional copy for conversion campaigns sent to UK and Ireland• Analysis of open rates, click rates and offer take up from marketing campaigns sent to customers to see where we can improve conversion. This included A/B testing • Daily, weekly and monthly reporting on conversion across all products for UK and Ireland- registrations, sign ups, click through rates, NGR, GR, open rates.• Working with product teams and customer development teams to offer the most effective welcome bonus offers to customers and generate maximum activity, bonus frequency and size of customer base. • Contributing to management, planning and implementation of campaign specific activity to support important acquisition drives such as the Bingo and Casino TV campaigns.• Liaising and briefing with data team to manage processes, timings, segmentation of customer base and work flows of all conversion campaign.• Management of all pre welcome journeys across all products to affectively convert customers to deposit and play.• Management of CRM agencies to fully optimise conversion rates via real time communications.

* Development and implementation of 'refer a friend' strategy and campaigns across all digital and retail channels * CRM integration from initial brief to delivery through weekly emails across key target audiences * Reporting and analysis linking activity back to ensure KPI's are met and ROI target is profitable *Manage all multi channel comms accross digital and retail

Working as part of a small team, I was solely responsible for all marketing activity around Volo TV & Media. This involved liaising with First Great Western marketing team to incorporate our product with the rail industry, creating and implementing marketing plans, responsible for all events and reviewing their current marketing activity.Key Experience• Implementation and design of content• Building relationships with relevant stakeholders• Thinking of new marketing strategies to help promote the business• Working alongside FGW marketing team (general promotion- posters leaflets etc)• Working with agencies such as Aardman and Feref • Social media experienceKey achievement• Working for a company that is the world's first fully integrated on-demand individual entertainment system designed for train travel. • Project and marketing management role taken from initially working as a marketing assistant.• Improving our customer base• Improving customer base through social media• Acquiring business approval from company such as Disney and Sony. Maintaining strong relations with them• Content experience • Campaign management• Looking after all of Volos social media marketing including Facebook & Twitter.