As the Director of Customer Acquisition and Retention at HX, I lead strategic initiatives to define and deliver an exceptional customer experience across channels. My role involves integrating CRM and loyalty programmes, utilising data-driven insights, and leading a dynamic team to optimise customer satisfaction, engagement, and lifetime value. With a focus on strategic leadership, team management, and cross-functional collaboration, I am committed to innovating our strategy, ensuring maximum ROI and a consistent, high-quality customer experience.

I led a team in creating and executing multi-channel marketing programmes that enhance customer relationships and drive profitability. I served as the global business owner of CRM strategy across the end-to-end customer journey. Overseeing lead generation, customer retention, guest communications, and onboard communications. I also led the business requirements for Salesforce Marketing Cloud and the Customer Data Platform (CDP) to deliver industry leading customer experiences. Key areas of responsibility included leadership, commercial strategy, customer experience, collaboration, and operations management; to deliver measurable results and contribute to business growth.

Client leader at Wunderman Thompson MAP, steering global CRM programmes for Adidas and crafting loyalty strategies for Pets at Home. Responsible for client engagement, strategic vision, and team leadership. Proven track record, driving over 22,000 campaigns for Adidas, achieving 99.4% error-free execution, and contributing to €442 million in incremental revenue. Pioneered innovative Salesforce solutions, resulting in a 70% reduction in campaign build time. Gained buy-in for a new loyalty strategy for Pets at Home's 7 million-member programme in the UK.

Led Client Service and matrix teams on the two biggest accounts for Merkle in EMEA, working on CRM, loyalty, data, analytics and paid media activity. In my role as the account lead for Sky, E.ON, and WisdomTree (September 2020 - August 2021), I steered a team of 24 managing a £25 million p.a. paid search budget for Sky. Noteworthy achievements include delivering 24,475 annual sales from PPC activity, recovering £1.6 million in aged media costs, and fostering a 22% revenue growth in the first half of 2021. I also played a pivotal role in the transition and implementation of Salesforce Marketing Cloud for E.ON Energy.My tenure as the VWG account lead for Audi, Volkswagen, Škoda, and SEAT (June 2016 - August 2020) involved managing a Client Services team of 14 and a matrix team of 52. Responsible for the client's SCV database, CRM broadcast tool, BI reporting, loyalty scheme and CDP, I ensured the successful delivery of over 5,000 campaigns and 21 million emails annually. Notably, the implementation of a CDP across the four VWG brands resulted in customers scored as highly engaged being x4 more likely to buy. The CDP predicted the next purchase with 77% accuracy and increased engagement by 40%, contributing to a £2.8 million incremental revenue from a loyalty campaign. The work was recognised with awards, including Merkle Global Team of the Year in 2018 and DMA for the best use of email in 2018.

• Managed a team of 12, reported to the Business Director• Responsible for the CRM and retail accounts • Led the CRM new business win in September 2013

• Main client contact reported to the Group Account Director• Responsible for the CRM, digital and retail campaigns • Organised national campaigns in the press, online and OOH

Initially joined on the graduate training scheme. Worked in Customer Services (6 months), Sales Analysis (12 months), PR (12 months), Marketing Executive (12 months) and Group Marketing Manager (2 years).Group Marketing Manager for 11 Mitsubishi owned dealers • Developed a CRM plan that was integrated into a new database • Created a new group website and managed content updates• Responsible for: POS, events, SEO, PPC, press advertising, DM, OOH, product placements and sponsorship relationships