Mentor in the Pardesi Mentorship scheme - a collective and community approach to Mentorship for South Asian women and femmes worldwide.

Co-chair with Rachel Xavier of REACH equity group, championing and celebrating people of colour who work at Citizens Advice national and local offices

• Manage, coach and lead a team of digital experts • Support the organisation’s digital transformation by encouraging change, embedding new ways of working and launching new products. • Lead on analytics for all key campaigns – ensure tracking is in place for new features, that it’s coded appropriately in Google Analytics and dashboards set up. Also manage optimisation, testing and Analytics Consultant. • Ensure alignment and coordination in multichannel campaigns, making sure they’re planned and integrated by keeping user journey and customer experience front of mind. E.g. Act as Digital lead for Great Daffodil Appeal ensuring all digital channels (website, paid, social, email) are joined up and strategic in response to the campaign. • Product Owner for all campaigns. E.g. for our Blooming Great Tea Party product I led a vision board and user journey workshop to ensure all stakeholders bought into vision, workshopped ideas for new relevant features, broke down into user stories, managed product backlog in JIRA, worked with UX, design and scrum team on delivery, timings and demoed features regularly to stakeholders. Also took part in scrum ceremonies such as Retro’s and Sprint Planning.• Oversee delivery of email marketing. Gained senior buy in to launch email strategy to address the value of this channel for the business. I champion the use of intelligent data, targeted creative, content and useful, actionable analytics. • Product Owner for Adobe Campaign, the main technology used for email automation – overseeing the delivery of workflows, agency support, dev, QA support and the associated backlog. • Oversee management of our media agencies – ensuring processes are followed appropriately, holding them to account etc.• Manage Digital marketing and eCRM budget – creating cost trackers and forecasting to ensure budget is spent appropriately and in time.

• Digital partner and strategist with Fundraising. Worked with senior stakeholders on product strategies and getting buy in to ensure Digital is thought through from inception to delivery. Established a programme of work each year, roadmap, set KPIs and ensure measurement and optimisation is communicated regularly.• Product Owner for key campaigns, ensuring any development on the website was strategic, well thought out and grounded in data. Created plans, timelines and worked with Dev, UX, Design, Content, Marketing and Product teams to ensure effective delivery. • Analytics – Responsible for all Digital reporting. Created analytics roadmap, hired in house analytics role and consultant on a retainer basis to bring the charity up to speed to and to ensure our Google Analytics account was reporting correctly. • Testing – Responsible for procuring new AB/MVT testing tool, Optimizely and selling value into the business. Created testing strategy and plans, established Trello board and bi-weekly testing group. Also established the use of testing software for exit overlays (Qualaroo) and user experience (What Users Do). • Embedded a Customer Experience approach to working on campaigns. Held CX workshops with teams to identify customer needs by highlighting opportunities in marketing, conversion channels and the supporter journey and ensuring digital channels are integrated with offline. • Agency management – managed the Digital agency which supported with web development, ensuring project plans were realistic and budgets adhered to. • Responsible for conversion on the Marie Curie website - work with teams across Fundraising to improve conversion rates, revenue, transactions and registrations and any other areas that we identify as important (such as marketing preferences and Gift Aid)•Line management responsibility, motivating and providing leadership, coaching and performance managing when necessary• Responsible for Digital Campaign budget.

• Developed and communicated income generating insights to the department, across all fundraising teams, senior level management, and the rest of the organisation. E.g. set up online donation weekly dashboard to monitor conversion rates, created working group to spot opportunities and worked on developing the solutions. • Responsible for the NSPCC’s sector leading Attribution Modelling (Digital Pathway) project (included procuring the product, selling it into the organisation and sharing clear insight and recommendations). • Developed NSPCC’s first testing approach, measurement strategies, measurement implementation plans (including A/B and Multi-Variant Testing), tracking implementation, and the provision of reporting and insights, and made recommendations and implemented improvements. • Responsible for managing the Digital Fundraising budget, forecasting, producing ‘flash reports’, road mapping and objective setting with the team.

•Wrote and implemented Action on Hearing Loss’ first digital marketing strategy. This included an inbound marketing strategy, social media delivery model (including reputation management), content marketing, SEO strategy, content scheduling and monitoring.•Plan, scheduled and managed complex supporter journey programmes as well as managing regular subscription emails to segmented lists. Daily use of email software, data querying and management and as well as analysis and evaluation. Streamlined email marketing process to improve productivity and allow for growth. • Managed the paid digital marketing – responsible for Google Grants and paid Adwords accounts, and other online advertising such as Facebook.• Used insight from Google Analytics to inform new digital activity as well as improve current activity. • Developed Social Business project which champions digital internally and encourages staff members to embrace social media and use it to advocate the organisation. This involved organisational change management and ability to gain buy-in at the highest levels. • Planned, managed and delivered the digital rationale of Action on Hearing Loss’ first integrated advertising pilots. This included digital media planning, social media management and email. • Line managed the digital marketing team, supporting and motivating through regular supervision.• Set up Digital Communications Schedule to ensure planning is integrated and channels are being worked on strategically.• Supported the Shop team with ecommerce thinking – e.g. advocated to cluster products (‘people who bought this also bought that’) to cross sell.

• Development, implementation and project management of fundraising campaigns.• Worked closely with the PR team to seed content deemed viral to relevant blogs and news sites.• Development and implementation of Everyman social media communications strategy. Initiated and developed the ICR and Everyman’s social networks - used Twitter and Facebook to ensure campaigns were successful through owned and earned media.• Devised and delivered social media training workshops and presentations to senior management to get buy in to set up social networks for the charity.• Regularly used web analytics to monitor fundraising campaigns and used insights to make changes to content.

• Administering legacy fundraising initiatives. Organising and attending Legacy Receptions for solicitors. Monitoring scheme and solicitor key performance indicators to ensure a profitable outcome for the organisation.