Leadership position responsible for planning, execution and measurement of all CVM activities (Activation, Loyalty, and Churn Prevention) across 200 countries and 20M customers for a leading mobile SaaS app developer in the premium productivity category. • Effectively built capability in the CVM, PR, Social & Content teams. Operated virtually with the ability to negotiate in a sphere of influence at a senior level. • Wrote robust business cases & modelling to support prioritized engagement opportunities and regular feedback into the commercial planning processes.• Negotiated extensively with internal Partners, VP's and ExCo members on strategic customer lifecycle plans and commercial opportunities (upgraded the MarTech stack by integrating BRAZE). • Defined the data models to focus on customer engagement opportunities throughout email, in-app & push notifications. • Lead choreography for multiple product launches and new feature announcement with extensive experience on AI propositions. • Introduced analytics tools and platforms to monitor, measure, and report on KPIs.• Grew contribution of CRM team by double digits over 24 months. And improved Click to Open rate on email channel with a robust programme of A/B testing and experimentation.• Interim Head of PR, Social & Content Teams, developing the comms strategy, campaign process and target operating models to move these functions into commercial revenue contributors.

Working at one of the fastest growing fintech companies in Europe I am responsible for: • Setting the strategic direction and operational framework for our CRM function to deliver on its own goals as well as support many cross-functional goals• Ultimately accountable to the performance of all CRM channels• Continuously evaluating and expanding CRM channels and journeys based on audience preferences, business needs and channel effectiveness• Representing the CRM team cross-functionally to complement our users' journeys and tap into re-engagement opportunities• Partnering with Data and Insights to build a reporting framework and technical infrastructure to unlock new growth opportunities and optimisations• Partnering up with our Marketing Technology team to build data foundations, automation and set-up new tooling to improve the operations and activities run by the team

I focused exclusively on working with founders at Startups to build their Go-To-Market plans. I helped their startups to segment the market, communicate value, position themselves against competitors, select the primary digital channels, use content to tell compelling stories and determine the KPIs to monitor progress and performance. The majority of these startups were in stealth-mode looking for a marketing playbook to launch in niche markets. Clients included a Smart City SaaS provider along with a Food delivery, Ghost kitchen, Fintech and Sports Tech startup.

Built the brand proposition for a parcel-tech startup. Connected the benefits, differentiation & proof points into a complete Go-To-Market plan that included:• Website build supported by full Google Analytics dashboard - site visitors grew 26% in first month.• Tofu awareness plan using primary research, blog posts, infographics, podcasts, whitepapers & social media marketing.• Redesigned customer journey emails from online checkout to customer delivery notifications.• Customer listening and user experience optimisation programme resulting in the Trustpilot score growing from ‘Average’ to ‘Great’.• Customer personas of influencers, buyers, decision makers and product users to support sales pitches.Increased channel utilisation with the service adopted by eCom heavyweights Zara, Net-A-Porter, Boohoo.com & ASOS.

(A Google funded startup) Grew the user adoption of a UK wide public communications network monetised by an innovative Adtech platform:• Used PR to deliver a 41% positive sentiment shift towards the product with 45% key message pull through in Tier 1 national publications. Crafted a content strategy plan that extended into partnerships, digital OOH, podcasts, bloggers and influencer marketing to build advocacy & trust.• Monetised that content marketing program into premium output with sponsorship and paid partnerships of >200k pcm• Differentiated the network using Social Media channels highlighting a community value proposition - Twitter campaign delivered 1.99% engagement Vs. <1.0% industry benchmark.• Coordination and development of a high performing team of 2 direct reports and a team of 11 freelancers, specialists and consultants. Built a flexible operating model which was OKR led.Product adoption highlights: 1.4m unique devices connected to network each month with productshortlisted for 20 awards winning 7.

Created the strategic vision for CRM across multiple touchpoints (email, push, SMS, in-app messaging) in a high growth consumer facing environment:• Introduced a customer loyalty program (Virgin RED) targeting 'high churn risk' customers as part of a proactive retention strategy.• Improved Mobile NPS by improving journey design, predictive experience and buy-in for a newengagement framework. +5.4pts swing YoY.• Development of a multi-channel CRM programme including a monthly e-zine programme whichrecorded a 26.9% Open Rate.• Launched an App which saved customers money on their mobile data services. Successfully acquired a critical Base of 1m users within 24m with full ownership of the Go-To-Market plan. App delivered £20m OCF business benefit over 3yrs.• Rebuilt the data segmentation strategy and modelling to find more profitable customers increasing individual ARPU by £1.53 on a 3 million customer base.• Commercial lead on the introduction of a CRM platform, from business case through to vendorselection and optimisation.------------Also worked in customer acquisition role owning the annual growth marketing plan with a heavyweight budget. Transformed the data and insight capability to execute effective campaigns:• Moved the targeting away from price-sensitive consumers to more affluent users by optimising the direct-response campaign spend and repurposing budget to consideration building channels like Radio, OOH & TV.• Prioritised the introduction of a more focused data strategy to identify existing customers for upsell. Refreshed the regression, recency & frequency analysis along with new propensity modelling.• Optimised the best working channels to grow the user base including Facebook, PPC & affiliate.• Scaled existing SEO strategy to convert organic traffic by adding user reviews, Q&As and building an online community of super users.

I automated the retention and loyalty programme using predictive analysis and machine learning to calculate the 'Next Best Action' for every customer interaction in sales, service and marketing:• Commercial lead for business case creation, delivery and organisational buy in of the new retention platform.• Redesigned and optimised the Turnaround, Downgrades & Winback decisioning campaign toolkits to fully leverage the platform.

Transformed the marketing planning and output from traditional to a digital first operating model:• Re-launched the direct-to-consumer channel targeting high net worth segments with eDM, display, SEO and paid marketing.• Introduced a CRM programme boosting CLV by 10%. • End to end responsibility for Consumer channel with an annual Marketing budget of >£4m and a team of 9 FTE.Years 1 and 2 of digital first approach yielded +13.4 & +9% uptick in sales versus budget.

Worked on the re-launch of a category defining new Prudential Protection / Life insurance product to the Consumer marketplace.• Defining the proposition, marketing strategies and action plans with key stakeholders that articulated the roadmap to how Prudential could become “first choice” for Protection Insurance products. (Hit 94% of plan for responses)• As the marketing workstream leader I led the data, creative and media agencies in the implementation and delivery of a fully integrated sales plan that included the use of DRTV, Press, Inserts, Affiliates, PPC and a heavyweight Direct mail campaign.

Planning through to delivery of the direct marketing, tele-marketing & e-mail activity across Motor Insurance, Home Insurance, Loans and Credit Cards. • Steered, developed and owned the delivery of cross sell initiatives that leveraged the power of the RAC customer base. Extending the penetration of Credit Cards to the wider Group of 5 million plus existing customers. Direct mail campaign exceeded profit margin target by 12%.• Re-structured the Insurance Direct Mail program into a high volume sales acquisition channel using a powerful combination of innovative creative, segmentation techniques and propensity modelling. Resulted in a 60% uplift in sales via this media with costs 26% lower than previously recorded.• Personally led the marketing re-launch of the Home insurance product. Created new proposition, brand strategy and direct marketing plan. Launched in 3 months, with a £1m+ budget. Uplift in sales post re-launch a record 32%.• Active member of a multi-functional team that set-up from clean sheet a tele-marketing new-business channel. Expanded model for Renewal marketing campaigns, resulting in +20% rise in retention rates.An AXA & RAC Joint Venture Company.