Head of Customer Strategy and Planning

• May 2020 - Present

A significant leadership role with broad scope responsible for driving the SalesForce customer digital transformation at ECU to improve the customer and colleague experience, increase student conversion and aid retention. Through market research and analytics, this role is also responsible for developing organisational growth strategies to increase revenue and provide strategic direction for the university. A significant leadership role with broad scope responsible for driving the SalesForce customer digital transformation at ECU to improve the customer and colleague experience, increase student conversion and aid retention. Through market research and analytics, this role is also responsible for developing organisational growth strategies to increase revenue and provide strategic direction for the university.

Manager - Digital Student Engagement

• Oct 2019 - May 2020

A broad and significant role in the student experience team incorporating events management, program management and strategic digital communications. A key responsibility is improving satisfaction and offering a distinct student experience across the student lifecycle to ultimately improve retention. A broad and significant role in the student experience team incorporating events management, program management and strategic digital communications. A key responsibility is improving satisfaction and offering a distinct student experience across the student lifecycle to ultimately improve retention.

Professional Diploma in Digital Marketing

• May 2019 - Oct 2019

Head of Everyday Banking Communications

• Aug 2018 - Apr 2019

Key leadership role for Great Banking products with a strong focus on acquisition through online and offline channels. Affiliates, SEO and SEA marketing formed a major part of the marketing plan online in order to achieve the desired sales targets. Developing new media partnerships offline to drive increased awareness and consideration of the brand helped boost TSB's market share. Key leadership role for Great Banking products with a strong focus on acquisition through online and offline channels. Affiliates, SEO and SEA marketing formed a major part of the marketing plan online in order to achieve the desired sales targets. Developing new media partnerships offline to drive increased awareness and consideration of the brand helped boost TSB's market share.

Digital Product Owner

• Feb 2018 - Jul 2018

Responsible for the launch of a new e-commerce Savings platform to revolutionise the Cash Savings market in the UK. Key focus was driving the new e-commerce platform and customer journey to meet both acquisition and retention aspirations. My remit was also to develop the CRM strategy conducting Qual and Quant analysis gathering customer insights to improve NPS and customer satisfaction. Responsible for the launch of a new e-commerce Savings platform to revolutionise the Cash Savings market in the UK. Key focus was driving the new e-commerce platform and customer journey to meet both acquisition and retention aspirations. My remit was also to develop the CRM strategy conducting Qual and Quant analysis gathering customer insights to improve NPS and customer satisfaction.

Retention and Engagment Manager

• Oct 2016 - Apr 2017

This role involved leading the business through annual marketing projects pivotal to the Private Health Insurance industry with the aim of increasing engagement and mitigating cancellations. Leading the team through the launch of a new CRM marketing technology platform 'Eloqua', to develop an effective onboarding communications strategy, was a key achievement in this role. This role involved leading the business through annual marketing projects pivotal to the Private Health Insurance industry with the aim of increasing engagement and mitigating cancellations. Leading the team through the launch of a new CRM marketing technology platform 'Eloqua', to develop an effective onboarding communications strategy, was a key achievement in this role.

Senior Product Manager - Acquistion (Consumer Finance)

• Feb 2013 - Oct 2016

My main responsibility in this role was to drive profitable growth to the credit cards balance sheet through the acquisition of new accounts, closely managing the P and L. I worked closely with Marketing Communications, Distribution and E-commerce to drive cost effective growth and deliver new business through the core channels; stores and online. Key success includes 37% Year on Year growth in online credit card sales in FY15 and winner of Credit Card issuer of the year 2013 as awarded by Money Magazine. A key focus was on developing and improving the online customer journey to reduce drop out and increase conversion

Senior Product Manager - Portfolio

• Jan 2012 - Jan 2013

This role was was designed to maximise profitability within the Credit Cards portfolio. A CRM strategy was developed to drive balance sheet growth generating revenue through increased usage and reduced attrition. Key success includes reducing attrition by ~5% and reactivating 2% of dormant customers through increased engagement and a targeted direct marketing strategy. Evolvement of our core loyalty programme was also key to driving 93% Retention of the credit card base.

Senior Marketing Manager - Retail Strategy and Sales Distribution

• Aug 2010 - Dec 2011

I was responsible for driving product sales within the Bankwest retail network. This involved a number of distribution channels including Stores, Express Stores and Neighbourhood Banks. My role also involved store design and the launch of new stores across Australia maximising the customer experience at all times. Key success in this role was a 35% decrease in print and distribution costs and 50% improvement in speed to market for regular POS campaigns.

Senior Marketing Manager - Home Loans, Personal Loans, Insurance and Wealth

• Aug 2009 - Jul 2010

This role was responsible for driving significant growth to the Lending portfolios to increase market share and ensure Bankwest was a serious contender within the market place. Key success was a 15% increase in the Home Loan balance sheet and the development of a Home Loan Specialist marketing strategy to support a new sales channel and remove reliance on the broker network.

Marketing Manager Deposits and Transaction accounts

• Jun 2008 - Jul 2009

The key responsibility of this role was to drive growth to the Deposit and Transaction portfolio. Delivering strong inflow to the portfolio was crucial during the GFC, one key success during this role was the launch of a new online savings account Smart eSaver which generated $1bn of deposits during the first 6 weeks. Stakeholder management was a necessary skill working alongside the product and sales channel teams to drive cost effective growth through the most appropriate media and marketing strategies.

Marketing Manager

• Dec 2005 - May 2008

At HBOS UK, my role was Marketing Manager for the Deposits portfolio. The role involved developing and delivering marketing and brand strategies for 3 retail brands Halifax, Bank of Scotland and Birmingham Midshires. This was a key leadership role managing a team of 15 people across 2 sites Halifax and Birmingham ensuring that performance and personal development was a key focus for the team.

Marketing Campaign Manager - Banking

• Feb 2004 - Nov 2005

I was responsible for ATL and BTL communications for the Banking portfolio across both the Halifax and Bank of Scotland brands. A key success was launching the new Moneyback Current Account the first of its kind in the UK.

Graduate Trainee

• Sep 2002 - Feb 2004

I was recruited as a Graduate Trainee onto the Retail Graduate Scheme where I received management training to successfully lead a retail branch. After 12 months I was appointed Branch Manager at Marble Arch and then Assistant Manager at the larger Moorgate Branch.

Sales Manager

• Jan 2001 - Dec 2001

This role was responsible for driving new advertising sales in a monthly Magazine FT Business. Growth in advertising revenue was achieved through the acquisition of clients within the UK and overseas This role was responsible for driving new advertising sales in a monthly Magazine FT Business. Growth in advertising revenue was achieved through the acquisition of clients within the UK and overseas