Chief Marketing Officer (CMO)

• Oct 2017 - Jul 2023

Pinnacle Pet Group (PPG) is the 4th largest pet insurer in the UK. I'm responsible for sales and retention by leveraging marketing (performance, social, content, brand, SEO) , user experience (UX/CX) and conversion rate optimisation (CRO) across all our pet insurance and pet health brands including our own brand Everypaw, Sainsbury's Bank, Argos, Post office, RSPCA and PDSA. PPG has had 500%+ growth in the last 5 years by launching Everypaw and onboarding new partners. PPG is a top 5… Show more Pinnacle Pet Group (PPG) is the 4th largest pet insurer in the UK. I'm responsible for sales and retention by leveraging marketing (performance, social, content, brand, SEO) , user experience (UX/CX) and conversion rate optimisation (CRO) across all our pet insurance and pet health brands including our own brand Everypaw, Sainsbury's Bank, Argos, Post office, RSPCA and PDSA. PPG has had 500%+ growth in the last 5 years by launching Everypaw and onboarding new partners. PPG is a top 5 UK pet insurance and healthcare provider that has its own brand Everypaw and whitelabel brands such as Sainsburys, Argos, Post Office, RSPCA & PDSA. Below are some of my major achievements: - • Pinnacle Pet Group revenue grew from £19m to £101m over 5 years • Launched Everypaw brand that has driven double digit grown year on year for 5 years • Grown paid subscription base from 60K to 400K customers • Increased conversion from 2% to 9.5% by generating a culture of optimization within the organization through ab testing and behavioral economics. This also increased average written premium (AOV) from £175 to £210. • Increased online / phone sales from 60% to 95% • Awarded Fairer Finance best pet insurance customer experience for PDSA and Which? best buy award for Everypaw • Grown and developed a team of 3 to 20. This includes UX, SEO, CRM, Performance, Social, PR, site merchandising, CRO and product managers. With a cross functional team of over 100 • Launched online claims portal that increased online claims from 0% to 80% and reduced call to policy ratio from 7% to 2.3%, This also helped increase NPS from 28 to 59 • Reduced CPA from £150 to £38 by improving the quality of traffic coming to the site via predictive LTV targeting through performance marketing channels (PPC, Paid social) • Retention improved from 73% to 91% by building a segmented healthcare lifecycle program and propensity to cancel model. Show less Pinnacle Pet Group (PPG) is the 4th largest pet insurer in the UK. I'm responsible for sales and retention by leveraging marketing (performance, social, content, brand, SEO) , user experience (UX/CX) and conversion rate optimisation (CRO) across all our pet insurance and pet health brands including our own brand Everypaw, Sainsbury's Bank, Argos, Post office, RSPCA and PDSA. PPG has had 500%+ growth in the last 5 years by launching Everypaw and onboarding new partners. PPG is a top 5… Show more Pinnacle Pet Group (PPG) is the 4th largest pet insurer in the UK. I'm responsible for sales and retention by leveraging marketing (performance, social, content, brand, SEO) , user experience (UX/CX) and conversion rate optimisation (CRO) across all our pet insurance and pet health brands including our own brand Everypaw, Sainsbury's Bank, Argos, Post office, RSPCA and PDSA. PPG has had 500%+ growth in the last 5 years by launching Everypaw and onboarding new partners. PPG is a top 5 UK pet insurance and healthcare provider that has its own brand Everypaw and whitelabel brands such as Sainsburys, Argos, Post Office, RSPCA & PDSA. Below are some of my major achievements: - • Pinnacle Pet Group revenue grew from £19m to £101m over 5 years • Launched Everypaw brand that has driven double digit grown year on year for 5 years • Grown paid subscription base from 60K to 400K customers • Increased conversion from 2% to 9.5% by generating a culture of optimization within the organization through ab testing and behavioral economics. This also increased average written premium (AOV) from £175 to £210. • Increased online / phone sales from 60% to 95% • Awarded Fairer Finance best pet insurance customer experience for PDSA and Which? best buy award for Everypaw • Grown and developed a team of 3 to 20. This includes UX, SEO, CRM, Performance, Social, PR, site merchandising, CRO and product managers. With a cross functional team of over 100 • Launched online claims portal that increased online claims from 0% to 80% and reduced call to policy ratio from 7% to 2.3%, This also helped increase NPS from 28 to 59 • Reduced CPA from £150 to £38 by improving the quality of traffic coming to the site via predictive LTV targeting through performance marketing channels (PPC, Paid social) • Retention improved from 73% to 91% by building a segmented healthcare lifecycle program and propensity to cancel model. Show less

Marketing Director

• Nov 2015 - Oct 2017

I was responsible for all marketing activity, strategy and planning. With a marketing team of 16 people across customer acquisition, loyalty, site merchandising. I managed an £10 million budget that has delivered double digit sales growth year on year. Below are some of my major achievements:- • Drove aggressive acquisition growth through PPC and SEO improvements by targeting the right offer at the right time to the right person. • Managed retention and loyalty initiatives… Show more I was responsible for all marketing activity, strategy and planning. With a marketing team of 16 people across customer acquisition, loyalty, site merchandising. I managed an £10 million budget that has delivered double digit sales growth year on year. Below are some of my major achievements:- • Drove aggressive acquisition growth through PPC and SEO improvements by targeting the right offer at the right time to the right person. • Managed retention and loyalty initiatives across 11 European and English speaking countries • Launched Photobox in Ireland, Australia and New Zealand that grew revenue to £8 Million • Acted as the main stakeholder for implementing a multi touch attribution model that maximized ROAS and reduced cost per acquisition / order across marketing channels. • Increased brand awareness by 22% through focusing on improving TV OTS (opportunities to see) and improving TV media buying. • Reduced returns by 15% through ab testing and educating the customer • Pioneered inserting users photos in emails and direct mail that increased conversion by 30% versus the control. • lead the customer segmentation project that allow PhotoBox to identify different personas and segments that were previously untapped. This segmentation was based on RFV, market research and photo science data that impacted the way PhotoBox communicated to the customer database on a 1 to 1 basis, how PhotoBox bought acquisition media both online, offline, TV and what companies PhotoBox partnered with. • I developed the app strategy using owned, paid and earned media channels to drive over 500,000 downloads in 1 years that generates 8 digit sales figures.

Head of multi-channel Marketing

• Sep 2013 - Nov 2015

My role was to globally acquire and retain customers through digital owned and paid marketing channels by delivering personal and relevant content across multiple channels and devices . My team use direct marketing channels such as on-site merchandising, display, social media, affiliates, Partnerships, Email, SMS, push notifications and direct mail to drive traffic and sales for new and existing customers. I managed 11 countries with the main countries being UK, France, Germany, Italy… Show more My role was to globally acquire and retain customers through digital owned and paid marketing channels by delivering personal and relevant content across multiple channels and devices . My team use direct marketing channels such as on-site merchandising, display, social media, affiliates, Partnerships, Email, SMS, push notifications and direct mail to drive traffic and sales for new and existing customers. I managed 11 countries with the main countries being UK, France, Germany, Italy, Australia

Head of CRM / Loyalty

• Aug 2012 - Sep 2013

Responsible for retaining and enhancing customers experience to drive return rate and sales through 1 to 1 marketing channels for the UK and other English speaking countries.

CRM Consultant

• Jun 2010 - Sep 2012

Responsible for developing eCRM, CRM and communications strategy, designing and implementing communication programmes, and work with cross-functional teams to help implement and manage the successful delivery of CRM services for LBi's clients. Responsible for developing eCRM, CRM and communications strategy, designing and implementing communication programmes, and work with cross-functional teams to help implement and manage the successful delivery of CRM services for LBi's clients.

Senior Account Manager

• May 2007 - May 2010