Fiona Hall Email & Phone Number

Edinburgh, Scotland, United Kingdom

I am passionate about Digital and I have over 20 years experience in successfully developing new propositions and delivering digital projects and developments. I have worked across a variety of different sectors (Retail, FMCG, Health & Beauty, Automotive and Non-profit) and with some of the top global Digital Agencies and Consultancies. I can help you de-mystify Digital, make it simple and relevant to your business. I cut to the chase and give you sensible practical advice to implement for immediate benefit. I can successfully support your businesses to make Digital an integral and seamless part of your strategy rather than a thing you have to worry about. My clients include Edinburgh Festival Fringe Society, Alzheimer's Society, Baxters, Closet London, Immediate Media and Youth Business International.

Remote

London, United Kingdom

Youth Business International is a unique global Network totally dedicated to helping young people to start, grow and sustain their own businesses. I was engaged to deliver a Digital Accelerator project across 9 organisations in Latin America and the Caribbean to digitally transform the way they work and how they provide services to their Young Entreprenuers. My work involved hands on facilitation of Design Thinking workshops and leading a research project to create a Digital strategy and Roadmap for each organisation.

As Head of Digital, I worked to shape their digital strategy and deliver a number of strategic initiatives to digitally transform the way they work and how they provide services to their Members.

Farnham, Surrey, United Kingdom

Product Owner for the Vehicle Search and CMS platforms across UK and Europe. Responsibilities:• Creating a digital Net Promotor Score (NPS) and identifying a strategy and roadmap for Digital Transformation to improve the vehicle buyer customer experience, drive efficiency and profitable growth.• Provide digital leadership for the BCA brand through a complete refresh of the PLC website, input into Brand Communications Framework and a Domain Name strategic review.

London, United Kingdom

Business lead for UX/UI projects:• Created a new internal UX/UI team structure including defining roles and responsibilities, benchmarking the existing team capability and leading on recruitment for new roles• Developed new internal processes/ways of working for the UX/UI team including briefing process, managing work in-flight, development hand off and post project review. • Provided UX/UI insight and leadership for the development of new digital propositions (including user research/testing and the integration of new propositions in Health and Appointment Booking).• Driver role in Digital Agency pitch and on-going agency management.

Bracknell, Berkshire

Business lead for the investigation and implementation of strategic, commercial developments and new online customer propositions. Responsibilities:• Preparing and delivering business cases to the Board, guiding commercial decisions and strategy including identifying and measuring key financial success criteria.• Engaging and influencing key stakeholders to establish cross functional project delivery teams.• Working collaboratively with suppliers and agencies to identify and validate new opportunities.• Running customer research projects into new concepts and ideas and then synthesising data and research insights into actionable customer propositions.• Preparing and executing detailed plans for roll out and launch covering Operations, Legal, IT developments, Marketing, PR, Customer Services and Internal Communications.Key Achievements: Delivered successful pilot of Delivery Charging in Wales and South West England. Completed a full market appraisal, customer research and pilot proposal for an online recipe box solution. Now live in the public domain. http://cookwell.waitrose.com

Bracknell, Berkshire

Customer Lead for all Waitrose Grocery Web and App development and directly accountable for ensuring projects deliver commercial benefits & outstanding customer experience. Responsibilities:• Prioritising the development road map and leading cross functional teams to deliver features and functionality cross channel (web, mobile & native apps).• Establishing a Voice of the Customer (VOC) programme to inform developments using a variety of sources and metrics (including online survey, session capture tools, usability research, competitor analysis, online analytics and customer data) to identify opportunities to enhance the customer experience and deliver commercial targets.• Defining user requirements, delivering designs, completing customer usability and satisfaction testing, Business Acceptance Testing all leading to high quality, on time/on budget delivery.• Line management of 9 including 5 customer experience product owners, 2 UX/UI designers and 2 further contractors with specialist skills (Mobile and Business Acceptance Testing).• All stakeholder management and communication from Board level to Shop floor including a detailed handover of projects to BAU.• Managing supplier relationships from large digital agencies to small research and mobile agencies.• Accountability for £1m capital and revenue budgets and controlling costs.Key Achievements: Relaunched Waitrose.com in 2013 with a new customer journey, improved functionality and complete re-design which directly led to improved Average Order Values, customer frequency & retention.  Winner of ‘Best Internet Retailer’ award from Internet Retailing Magazine and shortlisted as a finalist for ‘Best Ecommerce Site’ by the IGD Awards. Launched the Waitrose grocery shopping mobile site and apps for iPhone and Android. Launched the first Waitrose first iPhone recipe app in July 2010 which was recognized in the Sunday Times 200 best apps for 2 years running and shortlisted as a finalist in the DMA awards.

Bracknell, Berkshire

Business lead for the content management and digital marketing of Waitrose.com. Responsibilities:• All development and content production for Waitrose.com, including media sales & management of the Waitrose.com ISP service.• All digital marketing for Waitrose brand including setting up the first Waitrose affiliate programme, digital display and all SEO activity.• Line management of a small team of 4 (Marketers/Website Editor/Content Producer)Key Achievements: Re-launched Waitrose.com content portal in July 2007. Voted winner of ‘Best Broadband Provider’ by WHICH? Magazine.??

Bracknell, Berkshire

• Marketing Manager, Projects – a planning and co-ordination of all marketing campaigns and initiatives to support marketing objectives including responsibility for overall return on investment.• Marketing Manager, Brand – managed the planning and production of 5 TV & 12 press executions for the Waitrose Brand Advertising campaign and responsible for £8m media and production budget.• Assistant Marketing Manager, Shopping Services – delivered marketing launch and ongoing marketing support for Waitrose@work, Quick Check, Delivery Service and Wine Direct.Key Achievements: Executed Waitrose’s first ever fully supplier funded direct mail and door drop campaign. Winner of the Marketing Society Advertising Effectiveness Award for the Waitrose press campaign.

Reading, United Kingdom And Jakarta, Indonesia

Graduate Management Trainee and Marketing Co-ordinator:• Managed print production and Direct Marketing for products and services.• International secondment with Thames Water International to review and assess project governance and documentation of the take-over of a Water Supply Project for the city of Jakarta, Indonesia.

Master Of Arts (Ma), Sociology, 2:1

Activities and Societies: Secretary of Edinburgh University Music Society 1995-96 Performances of Britten's War Requim, Mahler's Symphony.

Education record