Developed & defined the product roadmap for the commercial team, including the pricing & go-to market strategy leading to an 96% increase in digital sales of our FTTP products as well as a 50% increase in daily door sales per sales-person.Identified key opportunities & levers to ensure continued commercial growth aligned with the brand narrative, working collaboratively with internal talent and external agencies to turn these into engaging hyper-local marketing campaigns.Implemented a highly data driven, targeted omni-channel marketing approach, with a strong focus on demographic and behavioural data to better understand & engage with prospects leading to a significant increase in conversions, significantly increasing ROI on existing spend.Placed a strong emphasis on SEO (both technical & content) upskilling and mentoring other staff to ensure an SEO first approach to content production, with AI and automation included in the workflow.Cultivated a culture of cross-functional collaboration to maximise on feature value and ensure target alignment across the business, whilst empowering team members to deliver their best work.

Directed the digital product roadmap for OfficialLondonTheatre.com, gathering requirements and generating scoping documents to meet the needs of stakeholders throughout the business. Performed business analysis of both application and competitor performance metrics in order to maximise budgetary effectiveness and deliver best in class platform UX.Commissioned SOLT's Theatre Ticketing SQL Database and Node.js API to improve customer experience, increased conversion rate of theatre ticket sales to customers by 109% resulting in an 225% increase in revenue over the initial 3 years and now is now facilitating ticket sales of over £23M per annum.Transformed the TKTS Theatre Tickets booth from an exclusively in-person sales operation into a post-pandemic multi-channel sales operation to secure and future proof the company’s integral revenue streams, and defining new business processes.Alongside sales teams re-defined the UX and relaunched the Theatre Tokens ecommerce website resulting in a 50% increase in customer sales during the first year of operation with sales over £3M per annum.Diversified Theatre Tokens products, established exclusive eGifts promoting individual shows & venues. Created Theatre Tokens reward vouchers specific to SOLT’s major commercial partners Mastercard & o2 co-ordinating with external development talent.Project managed the creation of the TheatreArtists.Fund website which has so far raised over £7.4M for Theatre workers in critical need.During the pandemic, pivoted to work closely with colleagues to collect, analyse and interpret industry wide sales data to assist with lobbying DCMS to secure Government assistance for the Theatre Sector.

Responsible for the technical and design aspects of OfficialLondonTheatre.co.uk (now re-branded to .com)Designed and project managed the delivery of OlivierAwards.com (now incorporated into OfficialLondonTheatre.com) as part of the Olivier Awards re-launch.Seconded to the Theatre Tokens team with a major rebuild of the TheatreTokens.com website to assist with the migration to a new technology provider.Oversaw all of SOLT design and development processes working closely with both internal and external stakeholders.Acted as the day-to-day contact for SOLT's external technology and CMS suppliers, scoping planning and overseeing the delivery of new functionality for SOLT's websites.

Managed the email marketing process from end to end including managing the booking process and client expectation. Building and fixing email creatives ensuring both third-party and proprietary email creatives were cross browser compatible and delivered to professional standards and providing performance reporting. Acted as the day-to-day contact with Silverpop our email service provider and provided QA feedback on custom work undertaken by Silverpop on SOLT's behalf.Designed both digital and print marketing material in support of all of SOLT's major promotions.

Creating branding and marketing materials for local businesses