Provided digital thought leadership within one of the largest fintech businesses in the UK. Driving digital marketing initiatives and ensuring ecommerce excellence across 15 global regions. Responsibility for all digital media, analytics and conversion rate optimisation activity and a digital team of 7 personnel.Responsible for the allocation of the multi-million global marketing budget based on historical ROI and churn as well as the production of a strategic marketing plan in order to meet application and account targets across 15 regions. Performance marketing strategies contributed to the business achieving a 6% increase in live applications versus stretch target. Delivered the industry’s first conversational AI initiative which launched on both Amazon (skill) and Google (app)Created a culture of constant usability testing using tools such as What Users Do (remote user testing) and Optimizely (A/B testing) in order to improve conversion rates Digital marketing – o Exceeded PPC application targets by 36% whilst being under CPA target by 8%, ROI of 2.7. Achieved through keyword expansion, landing page testing & bid optimisation strategies; 24/7 bidding, location, device, post-code and age. This was in addition to innovative data science models which used Bayesian model analysis to maximise budgets and decide CPC o Successfully migrated to single ad serving platform which facilitated the management of the entire scope of digital display marketing in one place, from media planning, trafficking, targeting, serving, optimisation, verification and reporting. o Implemented SEO best practices across technical, on-site optimisation and outreach as well as over-seeing the migration of all websites onto .com and fixing HREFLang, canonical and 301 issues in the process. This helped increase SEO by 12% globally YoY.Recruited, coached, managed and developed a team of 7 digital experts in order to run the site’s marketing and website effectively.

Driving digital marketing excellence across 15 global regions for one of the largest fintech businesses in the UK. Responsibility for PPC, SEO, ASO, display, affiliates and analytics.Introduced a framework and model for the forecasting and reporting of regional and channel-level targets across applications, accounts and traded accounts. The first time the business was able to report and forecast at this levelFrom a digital marketing perspective I:o ensured reporting and access to data was the bedrock of CMC Markets digital activitieso introduced weekly commercial marketing meetings in order to create a performance culture where everyone was aware of individual and team acquisition targetso reviewed agency relationships and made changes where necessary to improve performance

Within the one of the worlds biggest youth travel brands I was responsible for driving digital excellence across 8 global regions. Accountable for SEO, SEM, email, display, affiliates, analytics and conversion optimisation.I developed a plan to forecast sales across trade, direct and online, in addition to developing a framework for the benchmarking and reporting of digital performance across 8 global regions. Additionally I rolled out the C3 Metrics attribution platform in order to understand ROI of marketing activity beyond just last click and continued to improve reporting by introducing Tableau business intelligence reporting tool into the business to improve sales and marketing reporting efficienciesI fostered a culture of constant usability and conversion optimisation. Facilitating A/B and multivariate testing which improved website conversion rates by 14% YOYFrom a performance marketing perspective I:• Increased SEO traffic by 12% globally YOY by driving & implementing SEO best practices• Reduced PPC CPS by 46% and increased YOY bookings by 34% through improvements in keyword focus and landing page testing & optimisation. Also driven by a reduction in GDN activity • Introduced triggered email programme to improve communications throughout the whole customer journey – including email nurturing• Increased affiliate revenue from £539k to £1.6 million within 12 monthsThe digital strategies I created and delivered against contributed to the business achieving an 18% increase in online bookings YOY.

Within the worlds largest Tour Operator, I led start-up and P & L management of the award winning specialist and activity holiday website www.iexplore.co.uk to drive incremental revenue, improve user experience across traditional web/mobile, facilitate strategic partnerships and drive Sector innovation.I built and presented the business case for a £500k eCommerce project to provide a brand new Specialist & Activity portal and grow the business to an EBITA of £4.3m over 5 years, which I subsequently delivered on budget and within timescales in October 2011. I also recruited, coached, managed and developed a small team of ecommerce experts in order to run the site’s business effectively.I developed a multi-million pound strategic marketing plan, which included a campaign to launch the new brand to consumers. This work culminated in iExplore winning Marketing Week’s engage Travel & Leisure award for ‘The Thrillax Factor of Activity holidays’ campaign.I continually delivered innovative solutions to problems faced by the business, which included delivering an ETL solution to translate multiple data sources into a common language, designing the Sector’s first mobile-enabled website, developing a unique process for introducing new consumers to activity holidays through a ‘holiday matchmaker’ tool and implementing a leading edge multi-attribution and tag management solution for the tracking of leads across multiple websites and devicesAll of this was achieved during a period of protracted cuts in iExplore operating costs in order to meet overall Sector targets. I secured a further investment of £2.3 million for the year 2013 however in December 2012 the Sector Board (main sponsors) and central functions were made redundant as part of a major restructure and large-scale investment was withdrawn. I was retained to run iExplore however with no significant investment forthcoming, it was time to seek new opportunities.

Responsible for motivating and educating remote employees/businesses in digital best practices and helping build digital capability. Helping them transition from offline sales and marketing models to an online-driven, direct distribution and marketing model. The scope of this work covered 7 Sectors, 104 businesses, serving around 1.6 million customers. My first priority was to develop a framework for the benchmarking and reporting of online performance which allowed SAS to compare performance at a business, divisional, sector and group level. You can’t manage what you can’t measure. I delivered several high-level web redesign projects within the Specialist & Activity Sector, which included writing functional/business requirements, defining the user experience, creating wireframes, reviewing online marketing plans and migrating onto Drupal CMSThe Exodus Travels project that we undertook and launched in Oct 2007, produced a 40% increase in their site conversion rate and a 53% increase in pure online bookings YoY. I also led a project to progress Quark Expeditions to an e-commerce facilitated direct model, with the project delivering over $2.5 million in pure online booking revenue in 12 months, from a starting point of $0.During my time in this role I was seconded to the Specialist Division for 3 months to perform a complete audit of their digital capabilities. This required one-to-one interviews with relevant staff members and a final presentation to Board members on issues, resolutions and the proposed new ecommerce structure. Addressing the trend towards mobile I developed the concept for and aided in the delivery of a mobile app as a brand awareness campaign for Thomson Sport during the FIFA World Cup in 2010. The app went onto be played by over 4,000 people with 10% signing up to the marketing database and also went on to support Champions League.

Responsible for driving digital transformation within one of the UK’s largest insurers. Lead roles in the development and marketing of morethan.com and management of a number of successful high profile projects in both B2C and B2B markets. I was a key member of the e-Business team that developed the online presence for MORE TH>N, Royal and Sun Alliance’s highly successful and award winning direct business, in 2001. The site won many awards and was described as ‘superbly designed and easy-to-read’ in the 2002 Your Money Direct awards.I took a leading role in setting and delivering MORE TH>N’s web strategy. This included both multi-channel web development and the marketing of morethan.com. The strategy was very successful with online sales doubling year on year between 2001 and 2006. When I left in 2007 over 60% of MORE TH>N’s sales were generated through the website.I also subsequently managed a further redesign of the MORE TH>N website and an updating its quote and buy processes to further improve its usability in 2003. An article in Revolution described the website as “a refreshing change… the funky modern graphics are easy on the eye and I can easily see where I’m going… the quote process is fast and easy”. The result of the project was a tripling in conversion rates and an award for Best Customer Communication by the Institute of Financial Services in its 2003 awards.Following on from my successful work on the MORE TH>N Personal website I was given the responsibility of establishing the MORE TH>N commercial business as a direct provider online and grow the business by £170m within 5 years. My main responsibilities included writing the business and functional requirements for their 6 commercial products as well as managing the online sales performance for MORE TH>N Business. This included setting and delivering the online marketing plan, allocating the £1m online marketing communications budget and the daily reporting and analysis of sales performance.

My main responsibility was managing the Electronic Data Interchange (EDI) systems for brokers. However, I also pitched the idea of enhancing employees understanding of the internet by rolling out a number of internal internet cafes, which I secured budget for and rolled out in both the Oldham and Horsham offices. This was during a period where employees’ access to the internet was extremely limited and my solution provided free internet access for employees who would otherwise not have visibility of it.