Owning the central Product team delivering key PerfectDraft’s growth and customer retention initiatives through a combination of business development, technical advancement, consumer lifecycle CRM management, and product marketing. • Lead a team of 4 incredible and uniquely-skilled PMs, coaching and developing their abilities in a fluid and demanding results-focused business whilst playing to their varying technical, marketing and project management strengths• Owned the setting, cascading and delivering an ambitious product strategy and quarterly roadmaps to expand our new user base, retaining existing consumers, and achieve record commercial results by optimising active user frequency• Defined project success criteria and key KPIs, established reporting structure and ensuring alignment to broader business north stars, setting up a process of monthly metric reviews and asynchronous progress updates with senior stakeholders• Drove feature growth and adoption across multiple channels with user-focused product marketing campaigns, utilising data and beta testing feedback to create innovative campaigns that drove rapid adoption• Sourced, scoped and prioritised the product backlog, working with multiple senior stakeholders and technical teams across several countries to balance key strategic requirements with immediate team needs• Conceptualised and launched a business-wide user interview and research system, powering user interviews across the entire European business• Pitched, scoped, developed and launched business-critical functionality, including a cross-system multi-channel data platform, revamped loyalty systems, site UX/UI overhauls, and the implementation of a powerful personalisation engine• Responsible for a multi-million $ budget consisting of both technical development resource, SaaS and marketing platform fees, marketing campaign costs, and commercial spend

In addition to my responsibilities as the Head of Marketing, I took on the Data and Customer Services teams to create a broader, more consumer-centric business unit. Under my leadership, the Consumer Experience team utilised a range of insights to get closer to our customers and increase year-on-year revenues by 220%.• Successfully united 3 different teams and over 40 FTEs under a shared data-powered strategy and goal, bringing Design, Marketing and Customer Service disciplines together• Implemented new data capture methods to increase user understanding and feedback, creating and internally promoting the 'feedback flywheel' approach to drive consumer closeness• Combined these with existing data sources like NPS, pulse surveys, platform usage to create comprehensive lifecycle marketing plan• Designed and lead a full-lifecycle marketing strategy to drive exponential sales growth by balancing innovative growth and acquisition techniques with user-informed retention and churn prevention methods• Tied commercial performance to consumer satisfaction and net promoter score, working with the product team to influence the product roadmap with a view to drive growth by improving new customer onboarding and end-user experience.• Integrated with the Data team to personalise the user marketing experience, leveraging hundreds of data fields to segment marketing comms and on-site experiences to deliver the right message to the right consumer at the right time. • Streamlined the team and prioritised initiatives to adapt business to COVID, optimising performance driving over £60m in annual sales whilst leading several CSR initiatives including raising over £100,000 for furloughed hospitality workers and £200,000 for NHS charities.

Started as the owner of the CRM business function, I quickly expanded my scope to take on the entire marketing team.• Owned the full year marketing calendar and strategy, as well as leading a multi-disciplinary team of 7 marketers and designers.• Responsible for the entire marketing budget of the company, constantly reviewing expenditure as well as creating businesses cases for new opportunities, and demonstrating ROI across all channel to senior leadership on a monthly basis.• Overhauled the new consumer post-purchase journey, creating a holistic view of transactional comms, shipping updates, marketing emails and physical unboxing onboarding. By bringing all of the post-purchase touch points into a single program and personalising them based on the consumer mission, we reduced new user churn by over 50%.• Implemented the businesses’ first ever research initiatives program, including comprehensive user surveys and live platform and feature walk throughs. • Launched countless new products and initiatives, working with the broader Product and E-Commerce teams to deliver thousands of incredible campaigns. Particular highlights including from-scratch launching of our homebrewing range, brick-and-mortar pubs, and the PerfectDraft home beer machine - the latter of which I've since owned to help drive the business from a small start-up to an integral part of the wider global ABI-business.

Heading up the public-facing aspect of thecitysecret, my role covered a huge variety of digital marketing techniques and tools. These include:- Developing both high-level concept and detailed, actionable digital marketing strategies in line with the company business plan.- Undertaking comprehensive User-Experience (UX) testing of the company website, digital applications and client services.- Re-designing products and services to maximise CRO, ensuring easy A-B customer experiences.- Creating original and insightful content marketing pieces, ranging from client interviews and research to info-graphics and press releases.- Comprehensive use of CMS to foster organised content marketing campaigns.- Use of CRM tools to maintain and vastly improve brand presence on social media platforms. - Proactively approaching news outlets and industry publications to ensure effective press release coverage.- Liaising with a large team consisting of business development and software engineers to develop highly specialist technical, financial and Fintech specific content marketing.- Overseeing multiple projects at the same time, whilst operating within a short time frame and to a high level of detail.- Omni-channel lead generation through networking, events promotion and traditional marketing techniques. I specialize in promoting every aspect of the company image - from creating informative and thought provoking original content through to global campaign design, event networking and social media management.

During my time as a postgraduate research assistant, I created original and engaging written and multi-media pieces on the socio-cultural impact of technological advances. This included:- Conducting in-depth analysis of technical and academic literature, with an emphasis on quickly and efficiently defining salient points and condensing them into readable opinion pieces. - Designing and implementing both qualitative and quantitative research, including large-scale digital surveys, participant observation and structured / semi-structured interviews of both academics, scientists and technology early adopters. - Communicating complex academic concepts in an easy-to-understand and relatable manner to an incredibly broad audience, encompassing the use of digital blog posts, academic articles, pop-science opinion pieces and multi-media videos and presentations.