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Work Background
Virgin Media O2Senior Digital Strategy Lead (Contract)
Jan. 2026London Area, United Kingdom
Post Office LtdDirector of Digital and Customer Channels | Head of Digital Growth and Performance
Nov. 2024 - Sep. 2025
Post Office LtdHead of Digital Products
Sep. 2020 - Nov. 2024London Area, United Kingdom● Accountable for the product vision, strategy, and delivery of digital experiences across web, app, and counter terminals at Post Office Ltd. ● Led product strategy, vision and digital capability execution and experience of a suite of web, app and counter terminal products, resulting in a 97% adoption rate across 11,500 branches and 1.2m unique visitors per annum. ● Won an innovation award for creating data dashboard in our secure digital product suite that Postmasters and branch colleagues, as well as business colleagues, can use to manage their operational performance, leading to improved operational excellence and cost savings.
Regal Cineworld GroupGlobal Head of Digital Experience (VP)
Oct. 2019 - Sep. 2020London, United Kingdom● Accountable for the omnichannel Digital Experience across all Cineworld Group plc brands covering 10 global markets, including Cineworld, Cinema City and Yes Planet brands as well as Regal cinemas in the USA. ● My remit of responsibility comprised web, app, CRM, digital signage and analytics products and services across all markets.
Chelsea Football ClubHead of Digital
Nov. 2018 - Oct. 2019London, United Kingdom● Accountable for the full marketing tech stack, architecture and end-to-end customer experience across digital and data capabilities at Chelsea FC. ● Responsible for directing a team of Digital and Data Product Owners, as well as partner agencies, to produce and deliver the digital product roadmap for web, app, CRM, and data and insight capabilities. ● Accountable for digital operations. Full marketing P&L budgetary ownership for the club. ● Responsible for setting the digital and data transformation strategies across all owned media platforms for Chelsea FC.
NTT DATA Europe & LatamConsultant: Head of Digital Strategy & Planning at EE (Contract)
Oct. 2017 - Nov. 2018London, United Kingdom● Consulting on behalf of management and IT consultancy, NTT Data, I worked with the Director of Digital, CRM & Insights and her senior leadership team at EE to establish and grow a Digital Strategy & Planning operation. ● Our product leadership and execution of that strategy and vision led to an industry award for mobile strategy, as well as an employee engagement award at the Customer Experience awards for a 208-strong Digital team.
Virgin MediaStrategic Digital Capabilities Lead
Dec. 2016 - Aug. 2017London, United KingdomResponsible for all Digital platforms and capabilities at Virgin Media UK. Accountable to Senior Leadership team and Digital Director for 1-3 year Digital roadmap and UK capability strategy. • Owner of managed service partnership with 130-strong nearshore/onsite development and management team to deliver on Digital Transformation strategy for Virgin Media UK. • UK lead for strategic digital capabilities selection and alignment with Liberty Global Group. • Owner of end-to-end Digital capability operations and delivery for Virgin Media UK. • Owner of Digital Capability strategy for Virgin Media UK. • Manager of a Digital team of 29 permanent team members and 13 contractors (42 employees) • Only Digital representative to successfully be selected for Virgin Media's company-wide LEAP Leadership Programme 2017.
Virgin MediaDigital Transformation Programme Manager
Oct. 2015 - Nov. 2016Hammersmith, London• Owner of UK Digital Product Strategy. • Accountable for global content and personalisation capability and experience for virginmedia.com, subsidiary websites and mobile apps. • Owner of all sales and service KPIs for strategic Digital Transformation program. • Owner and director of strategic site rearchitecture and platform migration strategy towards single Content Management System, Adobe Experience Manager (AEM). • UK representative for digital transformation and experience alignment with Liberty Global Group strategy. • Leader of a high performing group of Agile scrum teams and Product Owners (about 42 people, nearshore and onsite).
Virgin MediaSenior Digital Experience Manager | Global Digital Experience Lead
Apr. 2013 - Sep. 2015London, United Kingdom• Responsible for developing and implementing all Digital self-service KPIs • Devised and rolled out an omnichannel contact strategy with Customer Care Director and key stakeholders through the rebuild, rebrand and rearchitecture of Help & Support content for Virgin Media. • Responsible for all Cable sales user journeys with a view to driving traffic and conversion for new and existing Cable customers at Virgin Media. • Responsible for incubating Agile as a pilot program within Digital for CRO (Conversion Rate Optimisation), resulting in the successful rollout of Agile across Digital and a £250k investment in an Agile Centre of Excellence. • Responsible for all Cable sales CRO targets in 2015, resulting in the business achieving 138% of its incremental sales order target for Digital. • Managed a team of 2 direct reports, as well as initially acting as Product Owner for the inaugural Optimisation scrum team of 9 people.
O2 (Telefónica UK)Senior Online Optimisation Manager | Interim Head of Digital Content
Apr. 2012 - Feb. 2013Slough, United Kingdom• Responsible for improving ecommerce channel conversion rates through data-driven optimisation initiatives. • Owned the optimisation backlog - responsibilities included monitoring and optimising customer behaviour (including A/B testing, MVT when available and using user testing research and insights) to improve online channel customer satisfaction scores. • Identifying and optimising opportunities to drive online customer self-service. • Delivery of new digital capabilities to optimise multichannel customer experience. • Owner of all onsite content across all O2 online channels.
O2 UK (a Telefónica Company)Online Optimisation Manager
Mar. 2011 - Mar. 2012Slough, United KingdomResponsible for all onsite optimisation and strategic digital initiatives on www.o2.co.uk. Key responsibilities: • Budgetary control – own the team’s user testing and research budget. • User research and testing – act as usability consultant for the wider user experience team. • Identify and execute optimisation activities – collaborate with the Head of Data & Analysis to analyse and monitor the success rate of new and existing web pages and online merchandising • Digital capability optimisation – identify and deliver an enhanced user experience for multichannel video across all O2’s digital channels.
O2 UK (a Telefónica Company)Online Product Manager
Oct. 2007 - Feb. 2011• Launched new consumer products on O2’s ecommerce and content platforms. • Collaborated with the online merchandising, brand and the P&L proposition owners to signpost new products and propositions clearly and effectively with a view to maximising online sales conversion. • Worked closely with SEO, direct marketing and brand teams to deliver merchandising campaigns targeted at driving traffic to key landing pages on o2.co.uk. • Agency management (AIS, VCCP, Agency Republic) • Key stakeholder management – predominantly consumer P&L, technology and commercial teams (in the capacity of Online Product Owner).
Information AgeWeb Manager and Marketing Programs Manager
Jan. 2004 - Dec. 2007Reported into joint Managing Directors, taking accountability for digital channels spanning marketing and editorial functions. Responsible for the day-to-day management of the Information Age website, 9 events sites, as well as all email and print-based marketing.
Inside CareersEditor
Feb. 2002 - Apr. 2003London, England, United KingdomEditor of 10 annual graduate recruitment publications, as well as content owner and administrator of the Inside Careers website.
Cambridge University Press & AssessmentSenior Editor
Dec. 1999 - Oct. 2002Cape Town, Western Cape, South AfricaEditor and publisher of a range of educational and academic books for the South African market.
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