Ashley Fletcher Email and Phone Number

Leading a department of 3 product teams, a service design and UX research team and a product design team, directing the rebuild and redesign of a portfolio of 80+ newspaper titles across web and mobile apps. These include national titles The Mirror, The Express, The Daily Star, The Daily Record and major regional titles such as Liverpool Echo, Manchester Evening News , Newcastle Chronicle,Birmingham Live.The role involves instigating cultural changes and gently changing the narrative to focus on long term value.Focus on moving from project to product, introducing outcomes to an output focused organisation.Focus on customer need as a way to answer business challenges rather than the other way roundBuilding evidence to support a user centred approach and telling the story of where we are heading and successes on the way.Launched new end to end platform and first major title transforming the user experience, the balance of content and advertising and the technical performance of the product. Green Core Web Vitals and better reader experience is driving increased consumption, better page ranking and increaesd referrals

Drove growth of consumption of Video on My5 by 60% over 2 yearsHired and scaled the Product team to look after suite of 15 Video On Demand applications and associated back end and video player services across mobile, web and Large screen devices.Led the rebranding and redesign of the My5 Service, introducing a design system to ensure consistency and reduce operating costs and developed a strategic design function to drive off-product discovery and UX researchRestructured content metadata to allow for engaging organisation of content around fine grain categoriesDeveloped a personalisation strategy using behavioural data to drive recommendations and partnering with marketing teams to deliver personalised communications driving 30% increase in breadth of content consumed

Led product management at Channel 5. Responsible for the design and complete redevelopment of the My5 VOD service - 14 applications in 3years - to become a modern, performant VOD service.- Grew consumption by over 150% over a 3 year period by focusing on quality of service and simplicity of UX- Transformed app store ratings on both Android and iOS from 1 to 4+, the highest rating for a UK broadcaster - Introduced customer focused product management to Channel5- Introduced off product continuous discovery validating ideas, testing assumptions to reduce product risks- Grew and mentored a team of Product managers

Managing the development and roll out of Channel 5's connected TV and set top box My 5 applications.

Managed an internal cross functional team who look after all VOD web services, catch up long form and live channel simulcast. I also looked after an offshore team responsible for News and programme support sites and commercial apps for the major entertainment brands (XFactor, Saturday Night Takeaway etc) as well as the development of the backend systems that feed them.

Business Analyst performing an internal consultancy function working predominantly in ITV online but also on projects across broadcast distribution, responsibilities includes:Digital product definitionRequirements engineeringProduct backlog ownership, prioritising product detail within agile development teamsStakeholder managementVendor selectionCompetitor analysisFeasibility studiesWriting and presenting business cases. Training:BCS Business analysisBCS Requirements engineeringCertified Product ownerCertified Scrum master

Managing a team of Front End developers responsible for developing the entire ITV portfolio of websites.Implemented front end development strategy to develop a web framework for rapid delivery of websites to the highest coding standards.Oversaw the rebuilding of ITV.com as a coherent set of web products, introducing consistency of style and user experience without sacrificing creative possibilities.

Web designer, front-end developer, Flash developer