A discovery and digital marketplace subscription platform designed to showcase and support the best of UK travel and lifestyle - combining the former editorial team from Conde Nast Traveller and Pollinate, a UK fintech- Shaped and executed the launch strategy as part of the executive team; responsible for member acquisition and engagement, value propositions and GTM launch strategy. - Developed member acquisition forecasts for investor decks and financial planning.- Informed greenfield product development roadmap across user experience, customer engagement and customer analytics domains. - Defined martech requirements and oversaw selection and onboarding of new campaign management platform - Braze.- Accountable for all agency relationships and definition of end-to-end customer marketing plans.

eBay is a global commerce leader connecting millions of buyers and sellers around the world, empowering people and crafting opportunities through Connected Commerce.- Developed the annual proposition strategy for eBay’s largest growth area (SMB). Maximising horizontal category performance.- Developed GTM plans and managed cross functional teams to deliver TTL campaigns across multiple categories and channels in partnership with global trading teams, product and marketing ops. - Regularly presented programme updates to C-suite executives, translating data and insights into actionable strategies, and garnering continued support and investment. - Using a product marketing framework I developed and launched successful trade driving proposition alongside multi-channel activations designed to increase profitability across segments.

Digital migration and customer engagement strategy for SMBs and startups.

Sainsbury's is one of the largest grocery retailers in the UK, Nectar is the largest data driven loyalty marketing programme with over 19m members and 400 partner brands. - Led marketing workstreams from inception to national launch of new mobile-first loyalty proposition and re-brand.- Member of the Senior Leadership Group- Defined coalition customer loyalty strategy to align with broader business goals. Forecasting cost scenarios for retention, offer redemption and conversion across key segments. - Identified app feature priorities to maximise personalisation opportunities and increase engagement throughout the customer lifecycle. - Led briefings and successfully coordinated multiple external agencies, in-store teams and cross-departmental stakeholders to deliver national launch. - Developed robust financial tracking and reporting systems to monitor campaign expenses, enabling proactive budget adjustments and ensuring optimum ROI on marketing investments.- Developed teams to successfully deliver during business transformation and organisational change.

Responsible for planning and evaluating the annual loyalty lifecycle marketing plan, defining propositions and CRM campaigns to deliver customer retention, segment migration and partner revenue targets. - Defined overall customer and marketing strategy, pivotal in delivering integrated marketing planning and campaigns. - Overhauled annual customer plan. Redefining customer segmentation and introducing new campaigns, increasing revenue opportunities and customer retention. - Successfully redefined cross channel messaging and content strategy using insights derived from customer research correlating attitude to loyalty with programme tenure.- Defined and operationalised commercially viable, omni-channel CRM campaigns to reward higher loyals.

Responsible for evolving Nectar’s digital strategy to increase programme engagement by increasing conversions and improving UX across all digital touchpoints. Led a combined marketing and digital product team of 20+ across iOS, Android and web- Built an effective digital migration strategy to deliver 1m new MAU by converting offline processes to digital experiences and introducing enhanced digital content to drive programme engagement.- Led creation of customer lifecycle blueprint to identify customer journey funnels and purchasing patterns, leading to an optimisation initiative delivering 20% increase in conversions.- Oversaw scoping of requirements, commercial negotiation and integration of new mCRM partner (Airship). Increased frequency of app engagement by 15% across key segments as a result of improved campaign capabilities.

Responsible for definition and execution of marketing strategy and annual customer plan across brand, CRM, eCommerce and performance marketing. Developing commercially sustainable loyalty activations for partner brands including Amex, eBay and BP. - Ownership of end-to-end planning and delivery of the annual omni-channel lifecycle marketing plan.- Subject matter expert for mobile/app marketing and user engagement. - Successfully oversaw planning and delivery of one of Europe’s most complex CRM programmes involving sophisticated segmentation and personalisation for over 15m customers every quarter. - Enhanced CRM and campaign capabilities by integrating third party automation tools for subject line testing and dynamic content.

Helping partner brands to drive growth through loyalty propositions and campaigns. Responsible for end to end planning and delivery of the annual customer marketing plan. 2 direct reports, management of £1.5m budget.- Defined the CRM strategy to increase activation among ‘nursery’ customers following registration. Increased engagement 125% during the first 8 weeks of the customer lifecycle. - Developed the customer proposition and led a multi-channel campaign to relaunch Nectar’s eCommerce platform. Doubled active user numbers over a 6 month period.