I am responsible for Business Strategy, Planning & Operations across our Competitive Intelligence org.I lead matrixed teams of SMEs, Strategists and Marketers through programs designed to enable our Sales & Field teams to better compete & win.I bring together the key stakeholders across Sales, Marketing and Competitive Intelligence to create world-class programs & marketing assets, to be leveraged & consumed by our Field teams, our Channel Partners and our Customers as part of strategic marketing campaigns.I own the Dell Technologies instance of Klue, and work with the developers and our internal teams to ensure that competitive information is always on hand for every stage of an opportunity.I lead research projects into key competitors, with actionable intelligence around our Cloud, Flexible Consumption, as-a-Service, Storage, Server, HCI, Data Protection and Client competitors.I own KPI reporting and tracking across the Competitive team, providing senior leadership key insights, and drive action items accordingly.Our Competitor-focused work enables our Sales teams to compete & win.

A great opportunity to establish a new team of Global Program Managers, focussed on growing the Storage, Converged Infrastructure, Hyper Converged Infrastructure and Data Protection businesses.My short-term remit was to build a team who could:- Take control of the Sales Plays & Programs that were running across all our geographies- Analyse their performance and make the appropriate recommendations- Formalise and/or globalise the strong motions- Retire the redundant & non-performing motions- Program Manage the remaining Programs centrally- Govern all future Plays & ProgramsOnce the hiring & training process was complete, and the processes in place, I followed my leader to my next role.

I was responsible for the strategic development and end-to-end implementation of key programs across Dell’s North America Server business.During FY18, I was focussed on leading Dell’s largest post-EMC acquisition program in North America.I used all of Dell’s available resources, from our world-class sales teams through to the most intricate pieces of data, to lead a $700M program to convert Heritage-EMC customers into Dell EMC Server customers.This program spanned both our Commercial and Enterprise businesses, and gave me a greater exposure to the Sales side of Dell.

I directed the global development & business management of Dell’s Demand Acceleration evaluation programs in the Enterprise space, leveraging solutions such as Try & Buy, Seeds, Solution Centers and Demo Units.The intention is to offer Dell’s Enterprise Customers the most relevant opportunity to evaluate Dell’s products, ensuring greater customer satisfaction once the purchase is made.

Complete category ownership, from developing 3yr strategic plans & product development requirements through to managing the quarterly P&L.Strategic product planning to ensure the category is equipped for meeting the overall objectives associated with Dell's global Input Devices business (Keyboards, Mice, Remotes, Touchpads etc.), and that the product line supports Dell's overall strategy and goals.• Delivered revenue & margin growth above the financial plan in 2013• Launched a simplified portfolio & roadmap in alignment with Brand Experience and Product Line Management• Instigated and chaired Category Business Reviews with the regional Product Line Management teams, vendors and partners to drive towards our business goals• Developed an new range of Dell-branded Mice & Keyboards to fit modern User Experience needs, in line with Dell's Business PC refreshes• Overhauled Dell's Tablet Keyboard range, moving from one:one solutions to one:many

• Leadership of the PC Peripherals Team, steering a large group of experienced Product Line & Business Managers through both the short-term tactical and longer-term strategic activities to deliver category P&L goals across the entire Dell EMEA business. • Delivering consistent growth across strategic categories and product lines, including double-to-triple digit growth on investment areas.• Responsibilities include: - Management, leadership, development & administration of a team of pan-EMEA Product Line & Business Managers - Tactical & medium-term projects to ensure Dell’s Software & Peripherals (S&P) operational capabilities are in line with business requirements - Category-level annual & quarterly planning - Planning & implementation of the ‘Critical Few’ initiatives that support delivery of the quarterly plan

• Management of the PC Peripherals Team, leading a group of experienced Product Managers through both the short-term tactical and longer-term strategic activities to deliver category P&L goals in Consumer & SMB.• Delivering consistent growth across strategic categories and product lines • Responsibilities included: - Management, leadership, development & administration of a team of pan-EMEA Product Managers - Tactical & medium-term projects to ensure Dell’s S&P operational capabilities are in line with business requirements - Category-level annual & quarterly planning - Planning & implementation of the ‘Critical Few’ initiatives that support delivery of the quarterly plan

• A newly-created strategic role, defining Dell’s future Peripherals roadmap and Go-To-Market plans• Responsibilities included: - Gaining alignment with leadership teams around the globe - Working with the various hardware & software engineering teams to develop a coherent roadmap suitable for Dell’s entry into the retail market - Develop & maintain a workable 3-year business plan to gain Senior Exec support and budget approval - Drive regional Product Managers on launch & sustain activities - Business development, with focus on Retail and Emerging Markets - New product development, taking the best of ideas from Dell’s Design Group, ODMs and the market - Global PR opportunities

• A move to create & steer a new product category, and gain experience of different sales channels• During my time as a PM in Dell EMEA, I worked across all vertical segments and managed various Software & Peripherals (S&P) product categories, such as Dell & 3rd Party Televisions, Dell Monitors, OEM Software, 3rd Party Accessories, Retail Software and Consumer Electronics (Audio, Gaming, SatNav, AV etc.)• Responsibilities included: - Ownership of the category P&L - Developing and executing the EMEA product strategy and marketing plan for all S&P categories - Driving the local Brand Managers to focus their local contact centres on S&P - Cultivate the relationships with vendors & partners and ensure all necessary contracts are in place - To increase Dell’s presence in the Gaming arena through joint marketing & PR activities with Publishers - To produce forecast guidance and track performance for the assigned product categories - To pro-actively interface with sales regions to ensure that they are able to sell the products, providing pricing guidance, product related bid support and where appropriate, co-ordinate local engagement processes with vendors to drive towards common business goals

• An opportunity to join an electronics & media giant and build a new product category.• Most significant achievement: Taking control of the printer roadmap and working directly with Tokyo HQ to formulate a new global strategy, resulting in increased focus & sales on my product categories.• Responsibilities included: - Leading country-specific Product Managers in the marketing and promotion of Digital Imaging Accessories and Small Photo Printers - Managing the Advertising & Promotions budget for my product categories - Formulating and negotiating the European BTL and in-store promotional plans - Monitoring & driving the local forecast achievements - Creating the product strategy for Small Photo Printers and working with Tokyo to implement it across territories - Working with Sony Pictures, Sony Music and across product categories to drive co-promotions, product launches and joint events - Analysing market data to steer the product strategies

• This position focused on Strategic Business Development and continued to further my career within Epson.• Most significant achievement: Raising the awareness within Epson of EMEA emerging markets.• Responsibilities included: - Strategic positioning & pricing of Epson’s full range of consumer products - Controlling the marketing budget across 8 different territories covering 15 countries - Identifying opportunities for growth over-and-above the existing FY Business Plan - Developing a strategy that allows Epson to profitably enter new markets - Working with the Product Management team to have products customised and made legally sellable in markets renowned for grey imports and vague selling rules - Representing the Emerging Market’s view at Worldwide product development & ‘brainstorming’ meetings - Working on a world-wide level to develop new strategies and solve any issues faced by smaller Epson subsidiaries

Moved from Hertfordshire to work from Amsterdam office for 1st year, after which the Marketing department was relocated to the UK.• This European role allowed me to gain a wider perspective and further my career within Epson.• Most significant achievement: Introducing EMEA-exclusive imaging products to achieve #1 market position.• Responsibilities included: - Formulation & implementation of the medium-to-long term business plan - Managing the entire product range lifespan, from development 18-24 months in advance through to phase in/out activity at the end of product life - Working in a B2B role with Digital Camera vendors to jointly leverage our brands through co-activities - Negotiating & planning with WW Entertainment brands for in-box joint promotions and activity - European cost-downs initiatives, such as Euro packaging, brochures, warehousing and manuals - Representing the European view at Worldwide product development & ‘brainstorming’ meetings

• A move to enable me to work on New Product Development, Brand Management & International Marketing.• Most significant achievement: Doubling Epson’s UK scanner market share to over 20% (units) and becoming the number one scanner brand (revenue).• Responsibilities included: - Forming new promotions to both enhance the Epson brand and the customer’s ‘out of box’ Epson experience - Annual Budgeting process to accompany monthly forecasting - Managing the ‘on the shelf’ lifespan of all imaging products, from pre-launch to sell-out - Managing the Assistant Product Manager to produce internal pre-launch materials - Working with the Marcoms department to produce above-the-line materials

• A move away from IT to concentrate solely on marketing.• Most significant achievement: Successfully introducing laptops into the Currys chain, a CE Retail market 1st.• I joined as the Assistant Product Manager for PC Peripherals within the Currys chain.• Responsibilities included: - Managing the launch, life span and pricing of products within my category - Managing the marketing and weekly national advertising of my product area - Formulating new initiatives, incentives and promotions - Building & managing relationships with manufacturers and suppliers - Analysing sales, budget and marketing data for reporting purposes

• Higher profile position and a new challenge with increased responsibility.• Most significant achievement: Launching ‘Compaq Connect’, a new dealer sales tool.• This was very much a project driven position but key accountabilities included: - Management of UK web-communications process - Co-ordination & copy writing of electronic marketing communications - Liaising with agencies & management of electronic response to DM campaigns