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Work Background
CBI (Confederation of British Industry)Strategic Campaigns Director
Oct. 2022London, England, United Kingdom• Responsible for bringing together ends (goals), ways (tactics) and means (resources) to achieve measurable change and results through our campaigning activity. • Accountable for strategic planning and coordination of campaigns from conception to delivery, bringing together expertise from other business units, who set direction in their own area.
• Responsible for £xxm marketing budget including development, execution and delivery of Brand, Marketing, and Digital strategies in line with corporate requirements.
• Ownership of end to end customer journey and experience across all channels, both off and on line. • Collaborate with campaigns colleagues to craft tailored messaging for audiences, identifying powerful proof points and opportunities to tell our stories in an engaging way.
• Responsible for ensuring that our end-to-end campaigns draw in coherent strategies from all of our communications functions and have message consistency to our audiences.
• Own and manage the campaign and narrative planning process, linking in with the rest of the team and organisation.
• Leadership responsibility for a direct team of 15, plus ownership and management of 3rd party agencies.
CBI (Confederation of British Industry)Head Of Marketing Operations
Feb. 2018 - Oct. 2022London, United Kingdom• Development, execution, and delivery of overall marketing strategies across all channels to varying stakeholder groups. • Ownership of end-to-end customer journeys and experience across most channels, both off and online, ensuring consistency and cut through of channel and campaign. • Brand guardianship, development, and iteration, demonstrating both the CBI’s values and positioning. • Digital marketing strategy and digital channel delivery, including retargeting, PPC and brand SEO. • Accountable for data driven insight to inform customer segmentation identification, segment persona development and customer targeting. • Leadership responsibility for a direct team of 9, plus ownership and management of 3rd party agencies.
Victoria Gate CasinoHead of Marketing and Customer Experience
Oct. 2016 - Jan. 2018Victoria Gate, Leeds• Responsible for £xxm marketing budget including development, execution and delivery of Brand, Product, Social and PR strategies in line with corporate requirements within a complex regulatory environment. • Ownership of end to end customer journey and experience across all channels, both off and on line. • Responsible for development of staff values, services standards and service style throughout the business. • Digital strategy and digital channel delivery, including accountability for development of e-Commerce site. • Overall accountability and responsibility for strategic development of Loyalty program, including collation and analysis of customer insight to continuously refine and improve the customer journey. • Responsible for customer segmentation identification, segment persona development and customer targeting. • Leadership responsibility for a direct team of 5, with a further 200 colleagues indirectly. • Ownership and management of all 3rd party agencies.
AsdaStrategic Brand Manager
Apr. 2014 - Sep. 2016• Responsible for multi million pound marketing budget including development, execution and delivery of Brand, Product, Social and PR strategies in line with corporate and category requirements within a highly complex retail and FS market to achieve both the new business goal and also retention/renewal requirements.
• Digital strategy and digital channel delivery, including accountability for development of e-Commerce site.
• In store customer journey and kit solution development, build and implementation.
• Leadership responsibility for a direct team of 3 with a further 40 colleagues indirectly. • Ownership and management of all 3rd party agencies.
AsdaSenior Product Manager - Credit Card and New Ventures
Apr. 2012 - Apr. 2014Leeds, United Kingdom• Responsible for the product proposition and the programme management of the Asda Money Credit Card launch to the UK market. Also accountable for managing the closure of the legacy Asda Credit Card portfolio and the transfer of customers to the new provider.
• Post launch, responsible for day to day delivery and stakeholder management of the card programme from internal Asda stakeholders, the processor and MasterCard.
• Accountable for the P&L of the Credit Card portfolio, both acquisition and on-going performance of the book.
• Overall accountability and responsibility for strategic development of retention and cross sell programme.
Santander Bank, N.A.Various- Mortgage Advisor/ Manager
Apr. 2007 - Apr. 2012
Leeds Building SocietyAssistant Branch Manager
Aug. 2002 - Apr. 2007
Royal NavyVarious
Jan. 1997 - Aug. 2002
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