Leading all CRM activities and spearheading the transformation of Argos into a customer orientated business. Responsible for building Argos’ first customer segmentations, use of predictive analytics and creating a structured Next Best Action approach that dramatically improved retention, repeat purchase and customer engagement, translating to a £90m revenue and 40m online visits per year. Providing strong visible leadership to a team of 25 + across multi-sites and managing a £3m budget • Full responsibility for optimising customer value at every touch point through campaigns, communications and propositions• Defining & implementing campaigns across multiple channels to continuously improve customer sales, retention, life time value and customer satisfaction• Ongoing responsibility for ensuring the health & responsiveness of the Argos customer base and customer data • Champion the development of CRM at all levels of the business. Influencing the Executive and other senior stakeholders to effectively implement CRM activities in all channels and business functionsKey successes• Led and established the in-housing of the Argos CRM programme to drive cost efficiencies and to build competitive advantage o Saved the business over £1m per annum o Introduced new skill sets to the company o Built a team of 25+ people and new operating modelo Delivered new platform and technology capability ahead of schedule • Moved Argos away from mass communications to 1-2-1 personalisation through smart use of data. The programme now includes over 200 personalised triggers with an annual revenue of £30m+• Proven track record of people development with a focus on high engagement and wellbeing o Consistently achieved the highest engagement score in colleague satisfaction in the entire marketing department • Led the delivery of GDPR for Argos and played an active role in landing Group wide customer consent for the Sainsburys Group

In addition to my CRM role I became responsible for the growth of an industry leading program of digital marketing across display, programmatic and affiliates; managing a budget of £6m+ and a team of 6 people• Accountable for all Argos biddable media and Affiliate marketing • Responsible for the delivery and development of Performance based retargeting, seasonal campaigns and brand media activity across the full range of product categories• Identifying new opportunities within the display and programmatic space. Introducing a test and learn approach to increase speed to market and competitive advantage • Focus on developing an affiliate marketing strategy that builds on a well-established programme and delivers incremental sales and customers • Establish a future operating model for affiliate marketing given the different stages of maturity of each partner• Leading the relationship with Facebook and Google Key successes• Introduced first party data into the performance marketing channels achieving increased ROI• First to market with new creative formats with Facebook and Google• Annual growth of 35% across the affiliate programme resulting in £68m of revenue• Winner of ‘Best in Retail’ for Affiliates programme at the 2016 European Performance Marketing awards

Heading up a team of six with overall responsibility to plan, manage and implement a programme of online CRM marketing activity to maximise online purchasing frequency and spend. Development of the CRM strategy & roadmap, optimising the online single customer view database, and management of customer contact programme. • Responsible for delivering the CRM programme, accountable for all strategic development and implementation of the plan.• Utilise CRM functionality to identify customer lifecycle journeys based on behavioural data and customer insight i.e. relevancy triggers, reactivation and preference management. • Business owner for the development of single customer view and customer segmentation across Argos, and the strategic management of 3rd party agencies and suppliers.• To establish and oversee a test plan (UK & ROI) and reporting practices to assess and develop the strategy according to those results.Key successes• Recognised for the success of the Argos abandon basket programme, by winning ‘Best Behavioural Targeting at the Data Strategy awards 2013, and ‘Innovation in Data’ at the Database Marketing Awards 2014.• Development, design & implementation of a new email delivery system. This delivered an increase in targeted campaign conversion from 12% to 26%, and reduce production time by 48 hours.

Responsible for the execution of all CRM marketing and promotional activity. This includes the end to end delivery and quality control of the email programme as well as delivering a test and learn methodology for continuous improvement, and providing KPI reporting, utilising data to deliver year on year uplifts and recommend future activity

Responsible for scheduling, planning and implementing all online updates on Homebase.co.uk, as well as digital marketing initiatives using email and affiliates

Responsible for the communication of all new promotional activity to the sales team, as well as stock forecasting and market and trend analysis