* Own the growth marketing strategy and inform the client-facing experience across acquisition, conversion and retention* Develop the strategic plan, using analytics to inform decisions, and drive execution to optimise a significant marketing budget against company goals* Develop go-to-market plans for new client and proposition launches including budgets, forecasts and channels* Ownership and full management of the overall CRM and loyalty strategy to all client and partner cohorts* Tribe Leader for Growth, with key responsibility for driving growth in assets and revenue leading a cross-functional agile team of 50+ tribe members spanning Sales, Marketing, Operations, Product and Tech* Identifying new opportunities for potential growth in new categories, from current clients (including cross-selling), and via innovation (product, services, offering)* Track the reach and impact of different campaigns, measuring effectiveness and continually optimising to drive ROI

Led B2C division encompassing portfolio of online brands, with P&L responsibility for £60m revenue with marketing budget of £5mCreation of digital vision translated in to a multi-brand digital strategy, execution of all ecommerce and performance marketing activities, campaigns & communicationsLead a highly-effective team of 13 data-driven digital trading experts in Biddable Media, content marketing, merchandising, CRM, social media, brand, CRO/UX and data analytics, alongside management of SEO and PR agency resourcesConstantly evolve understanding of our audiences using qual- and quant- customer research, leading the integration of Experian Mosaic data to engage and retain customers through highly-targeted segmentationDefine the vision, strategy and roadmap for the online customer journey and website development, integrating digital-first, User Centred Design principles into team behaviour alongside agile development methodology to rapidly design, iterate, build and optimise all digital customer touchpointsDelivered +25% and +52% revenue growth in last two consecutive years, with +20% and +40% growth in Gross Margin through efficiencies in marketing spendCreation and implementation of an RFV model to form highly targeted, segmented campaigns to drive repeat rates/LTV target amongst existing customers and acquire & convert our most profitable target demographicCreation of business plan to launch a new B2C brand, leveraging customer and competitor research findings to deliver £10m revenue in Year 1 rising to £25m in Year 3 (+40% vs business case)Lead Product Owner for £5m back & front-end re-platform project including new ecommerce website build and CMS, delivering 80% growth in SEO traffic and 15% improvement to conversion rate (£3m pa)Instigated and managed the process of transitioning PPC in-house, transforming it from a break-even channel to 120% ROI within 12 months through a structured testing programme of bidding strategies and optimisation

Budget responsibility for B2B business banking online sales through acquisition channels to new-to-bank applicants and increasing value of existing customers through cross-sell within secure banking platformAccountable for all digital KPIs utilising advanced Webtrends, Adobe Analytics and Maximyser to create bespoke reportsDesign & delivery of new online journeys and applications, working alongside engineering teams to create an online experience becoming of the UK’s most loved business bankSupervision of remote telephony team to ensure leads sent offline are worked within SLAs to ensure maximum conversionOwn and implement an activation & usage plan for Business Online Banking focussed on new customer registrations and adoption of the channel servicesSales management including forecasting & reporting for all business products sold through the online channelChairman of Digital Business Banking Committee, defining the digital strategy to senior leaders including UK Marketing DirectorIncreased online current account sales by 20% by introducing in-line validation, dynamic questioning and improved messaging within the application processDelivery of a new online savings solution, circumnavigating a change freeze by identifying an alternative solution which improved speed-to-market resulting in an over-performance of 25% in deposits vs original budgetGrew Barclaycard payment acceptance sales by 50% by introducing enhanced targeting and segmentationIntroduction of a new affiliate micro-site resulted in a 10% increase to channel sales and reduction in CPADrove a 20% increase to our top 10 SERP positions for top keywords, resulting in a 10% increase to salesImplementation of a more robust tracking process allowing greater control of lead generation and subsequent conversion process

Management of optimisation pipeline, customer journey and site content for online membership proposition – CreditExpert.co.uk (c.1 million members)Creation and ownership of product and operating plans for new financial aggregator propositionManagement acquisition budget of £500K, working with the Media team to produce and optimise activity & creative for channels including PPC, SEO, Display and EmailResponsible for delivering, developing and managing strategic partnerships with major online brandsManagement of digital media agencies - briefing, reviewing and owning creative & landing page design processChairman of Trading Board, reporting weekly sales performance to Senior Management TeamDivisional Rep. at Global Online Council, identifying strategic solutions to support all Experian businesses globallyRecruitment and line management of one Product Marketing ExecutiveDelivery of a new online aggregator proposition: first site of its kind to match consumers to financial products based on their credit report information140% revenue increase by end of year one due to optimisation efforts, including 50% increase to conversion rates across multiple product verticals50% reduction to blended CPA after two initial marketing campaignsLed project to redesign website from concept through to implementation, resulting in 25% increase to revenueIntroduction of new online tools, increasing customer engagement and reduction to bounce rateCreation of Customer Experience Forum, bringing colleagues together to continually focus on efficiencies

Project management of all website content changes (c.200 p.m.), seasonal and channel-based campaignsBriefed copywriters in producing content to increase SEO traffic & improve overall SEM effectivenessOwnership of Omniture’s Touch Clarity product, displaying personalised content to website visitors based on previous browsing activity and therefore maximising impact and effectiveness of website real estateImplementation and management of eBenchmarkers, evaluating the performance, usability and efficiency of the HSBC website vs competitorsIntroduction of online surveys to hsbc.co.uk to enable the collation of user feedback and consequently make enhancements to the customer journey and overall online experienceDelivered new ‘Passport’ product, a new international proposition allowing customers to apply for their banking before they arrive in the UK - a first for UK banking