Leading the enhancement of the personalised offer targeting capability and the integration of contextual marketing assets into Mastercard loyalty products. Utilising the latest innovations and cutting edge AI, whilst leveraging new payment concepts (including mobile wallets and contactless), and adhering to local legislation and GDPR, these solutions enable businesses to implement a future proof strategy and compete in both the online and offline world. In addition, I worked on the development of the Data & Services Merchant Strategy and led the design of the new Customer Intelligence suite. I also regularly consult on customer insight, loyalty and personalisation initiatives across Mastercard, and speak at User Conferences.

Key focus on the development and implementation of Mastercard’s Personalisation and Customer Engagement strategy and solutions in the R&C sector. Led the design and launch of Mastercard’s new Omnichannel Hyper Personalisation solution (Shopper Intelligence), which enabled clients to double customer redemption rates and ROI in under 4 months.Led the development of Mastercard's Intelligent Targeting solution enabling businesses to acquire and grow their customer base.

Led the Global Merchant Consultancy team (with representatives in AP, NAM, MEA and Europe) as part of the integration of 5one analytics, strategy and processes into Mastercard. Continued to lead client strategy and worked with global account teams to implement customer insights and drive new revenue opportunities. A passionate ambassador of the collective power of business insights from multiple data sources to monetise and transform customer experiences.

I led the Client Strategy and Marketing and worked across all clients in all markets, spearheading the strategic use of customer data to make better business decisions driving their top and bottom line growth. Under my leadership, 5one secured long-term multi-million $ contracts with major businesses such as Alpha Bank in Greece, BP (in 9 European markets), Saks Fifth Avenue in the USA, Selfridges and Harrods in the UK, AS Watson across Europe, REWE Group in Germany, Pick n Pay in South Africa, Holt Renfrew in Canada and established insight based relationships with major CPG companies such as Coca-Cola and Unilever.

Designed and built the 5one Shopper Centre data model, database and leading edge campaign management, targeting and personalisation suite. Introducing an innovative approach to automating segmentations and insight delivery, clients were up and running in weeks not months.Worked across the entire client base, including setting up a Joint Venture with Loyalty Partner in Germany to create 5one Germany, which subsequently became emnos.

Led the set up of the inaugural Consultancy team. Responsible for designing and implementing customer insight led marketing and retail strategies, to deliver significant ROI for clients and drive customer satisfaction and LTV. The team worked across the entire client base, delivering both short term projects and long term retained engagements.

Led the department that was responsible for the set up, management and quality of all dunnhumby client databases across all markets and all industry sectors. I was part of the original team that trialed and launched the world leading Tesco Clubcard loyalty scheme in 1995. The Client Database Group was client facing and supported all CRM activities, including analytics, reporting and campaign management, forming a unique bridge between marketers and their technical counterparts.I developed and implemented customer strategies; and regularly led the integration of different customer platforms as companies merged and new technologies launched. This included the launch of the internet and its impact on CRM, including piloting the first home shopping activities.I continued to work directly with the Tesco team implementing new loyalty initiatives, including the launch of the quarterly statement, driving top and bottom line growth and embedding customer insights into into all decision making. This resulted in the launch of the dunnhumby shop, giving manufacturers unparalleled access to Tesco insights.

Designed and developed the dunnhumby's leading edge CRM database and platform - the Marketing Workbench, including the design of processes and quality controls. This included configuration for clients and the support of all services and campaign management activities.

Joined as a graduate trainee. One of the lead Analyst Programmers and Designers in the development of BA's highly innovative forecasting and capacity optimization system (COBRA).