Leading Sky TV's acquisition and customer marketing team, responsible for delivering engaging marketing to our prospects and customers.

Currently serving as the Head of Convergence Strategy at Sky, I lead the development and executionof our convergence strategy to align with our overall business objectives.By integrating a diverse range of Sky products, I create compelling customer-facing solutions thatdrive engagement and satisfaction.Collaborating with cross-functional teams, I define and execute the convergence roadmap while alsoidentifying new business models, products, and services that leverage the power of convergence.Together, we innovate and deliver cutting-edge solutions that enhance the customer experience anddrive business growth.Additionally, I am responsible for identifying market trends and opportunities for convergence. Bydriving the convergence agenda, I am able to stay ahead of the curve and position Sky as a leader inthe industry.I also play a key role in identifying and managing strategic partnerships and alliances to support ourconvergence strategy. This allows us to leverage the strengths of other companies and createinnovative solutions for our customers.One of my standout achievements has been the successful delivery of a comprehensive qualitativeand quantitative research package. This has resulted in the development of a groundbreaking Connectivity Segmentation solution.In addition, I have played a key role in conceptualising, designing, and testing multiple convergedpropositions. This has helped in shaping the product build strategy for years 2025 and 2026,ultimately supporting Sky's long-term goals.

During my time at Sky as Head of Brand & Advertising, I strategically steered Sky Mobile’s TTLbrand, advertising, and acquisition campaigns.I played a pivotal role in bolstering cost control measures, by meticulously managing a £54m budgetin collaboration with Strategic Insights, EssenceMediacom, and commercial teams. Through strategic planning and execution, I consistently achieved robust ROMI, driving impactful results for the company.One of my key accomplishments was securing a high-impact sponsorship with Britain's Got Talent,which resulted in a campaign that was viewed by over 24 million individuals. This exceeded reachpredictions by an impressive 10%, showcasing the effectiveness of our partnership and the successof our campaign.A key aspects of my role was forging strong relationships with prominent external agencies such asHouse337, Fall Off the Wall, Meta, Google, System1, and Taylor Herring. These partnerships wereinstrumental in ensuring the success of our campaigns and maximising our reach and impact.I led a successful digitally-focused refresh of our brand assets and tone of voice. This initiativeresulted in an impressive 11% uplift in click-through-rate (CTR) and a 25% reduction in cost-per-acquisition (CPA).By optimising our digital spend across channels such as PPC, display, and social media, I was ableto achieve a 17% uplift in commercial outcomes. My strategic approach to brand and advertisingmanagement played a key role in driving positive results for the company.Furthermore, I heavily contributed towards enhancing the Sky Mobile brand in local markets incollaboration with Sky's Ireland and Italy teams.Another standout achievement was orchestrating an initiative with Sky Sports to conceptualise andexecute Sky Mobile's Transfer Window activity. This resulted in an impressive 86% increase intalkability and a 40% uplift in target sales.

As Head of Customer & Product Marketing at Sky, I directed Sky Mobile’s customer and productmarketing efforts across various channels including 1:1, retail, digital, and contact centres.I developed and executed marketing strategies to drive customer acquisition and retention for SkyMobile, leading to increased brand loyalty and engagement.I also spearheaded the development and implementation of innovative marketing campaigns topromote Sky’s mobile products, whilst also driving customer engagement and loyalty.I owned multi-channel device launches, ensuring seamless and successful product introductions tothe market.I led collaborative efforts with cross-functional teams to develop customer segmentation strategiesand target marketing initiatives.By analysing market trends and customer insights, I was able to identify key opportunities for growthand improvement within the company.I successfully marketed to over 3 million customers, which resulted in generating more than 60% oftotal mobile sales.I partnered and negotiated with technology giants like Apple and Samsung to launch and promotenew device ranges, resulting in a high of a 23% launch share.I also successfully overhauled Sky Mobile's customer communications strategy. This revamp resultedin a 13% increase in click-through rates and conversions during key out-of-contract periods.Additionally, I played a key role in developing and executing retail merchandising plans for in-storedevice launches. Thanks to my efforts, we were able to double retail space and secure additionalfunding from suppliers dedicated to Sky Mobile.Lastly, I collaborated with digital teams to enhance customer journeys in the MySky app. Thisexpansion of self-serve ability not only improved customer satisfaction, but also drove increasedcontextual marketing opportunities.

As Propositions Lead at Sky, I defined, built, and delivered product rewards for Sky VIP, the award-winning loyalty programme.I collaborated with internal teams to secure the best offers and deals for Sky customers, ensuring aseamless and rewarding experience.As the frontman for proposition development and go-to-market activities, I spearheaded the entireprocess from program initiation to full rollout.I led the development and execution of Sky VIP's propositions strategy, whilst driving customerengagement and loyalty.I was also responsible for developing new propositions that not only enhanced the customerexperience but also drove engagement.By identifying and prioritising opportunities to enhance the Sky VIP programme, I was able tosignificantly improve customer satisfaction and retention.I successfully delivered over 10 million reward redemptions across various reward categories andtypes. This initiative led to a significant retention benefit for Sky.I also had the opportunity to pioneer a customer-led loyalty programme, which was a 1st for themedia industry.

During my time at Three, I had the privilege of serving as both Mobile Contact PropositionsDevelopment Lead and Customer Solution Design Team Lead for a major British telecommunicationsand internet service provider.I was responsible for developing and executing the strategic roadmap for mobile contractpropositions, whilst ensuring profitability and growth through effective pricing and cost management.I collaborated with cross-functional teams to define the value proposition, pricing strategies, and go-to-market plans for mobile contract offerings. Additionally, I led the testing and piloting of new mobile contract propositions to drive innovation and success in the market.One of my proudest accomplishments was delivering the 1st tiered and capped data plans withcontrol features, which revolutionised the way our customers managed their mobile usage.Additionally, I successfully gained approval for the zero-rating of 0800 calls (with a budgetcommitment in excess £10m pa). This decision not only enhanced customer satisfaction but alsopaved the way for an innovative marketing campaign that garnered significant attention.

As Propositions Lead, I had the opportunity to work with one of the largest financial institutions inworld, HSBC.A key aspect of my role was overseeing the proposition management and development of HSBC'skey paid for package bank account.My role involved developing and implementing the Advance Proposition strategy in collaboration withcross-functional stakeholders, whilst leading a team of professionals to deliver innovative andcustomer-centric solutions that met the needs of our target customers.I monitored the performance of the Advance Proposition portfolio and made recommendations forimprovements.I collaborated with internal departments to ensure effective implementation of the AdvanceProposition strategy, whilst keeping up-to-date with industry best practices and emerging trends tocontinuously improve the Advance Proposition offering.Additionally, I worked with and influenced various senior stakeholders across the organisation (fromHead of Regulatory Development to the Head of Retail Banking) to build responses to the FSA’sinvestigation into the ‘misselling’ of Packaged Banking.I also oversaw adjustments to the proposition and branch; as well as the direct sales process toensure a fit with the FSA’s Treating Customers Fairly guidelines.The standout highlight in my role as Advance Proposition Lead was the delivery of numerousproposition workshops, which inspired more than 600 distribution colleagues.

As Retail Leadership Onboarding and Training Lead with HSBC, I spearheaded the creation anddelivery of HSBC’s onboarding and training programme for UK branch staff.A core as of my role was to collaborate with key stakeholders to assess training needs and developtargeted learning interventions, whilst also evaluating the effectiveness of training programmes andmaking recommendations for continuous improvement.I created engaging and impactful training materials (including presentations, e-learning modules, andjob aids).I also developed and implemented an onboarding process for UK branch staff to ensure a seamlesstransition into their roles.

I had the opportunity to complete a multi-placement rotational programme across commercial,leadership, proposition, and front line areas.This experience allowed me to gain a comprehensive understanding of the various aspects of thebanking industry and develop a diverse skill set.I was able to work closely with senior leaders, contribute to strategic initiatives, and enhance mycustomer service skills on the front line.Overall, this experience was invaluable in shaping my career and preparing me for future careeropportunities.