Experience

Virgin Trains Ticketing

• Travel Arrangements
• 300 - 400 Employee

• Head of Ecommerce and CRM

  • Feb 2018 - Present

  Accountable for all digital strategy and Ecommerce revenue for Virgin Trains the UK’s leading train provider. Responsible for Ideation, UX, Optimisation, Content creation and Implementation across our Desktop, Mobile and App platforms.Also responsible for all customer communications and loyalty programs. Combining customer insight and data analytics to drive the CRM and Loyalty strategy for our 8 million customers. My mission is to deliver personalised digital experiences and customer communications for an incredible brand that’s acknowledged for its exceptional marketing activity. Show less

• Head of CRM and Loyalty

  • Jun 2017 - Feb 2018

  Responsible for all customer communications and Loyalty initiatives for the UK's leading train provider. Combining customer insight and data analytics to drive the CRM and Loyalty strategy for our 8 million customers. My role is to ensure that Virgin Trains delivers an outstanding customer experience while meeting revenue targets and KPIs.



Premier Inn

• Hospitality
• 700 & Above Employee

• Senior Marketing Manager

  • Apr 2015 - May 2017

  • Accountable for digital and offline marketing strategy achieving double digit growth for Premier Inn’s corporate revenue. Responsibilities included integrated marketing campaigns, product development and launches, the customer loyalty program, customer Insight/research, PR, social media, lead generation, marketing automation and corporate sales support.• Led the marketing strategy end-to-end for Premier Inn’s new corporate booking tool “Business Booker” from customer research, customer proposition and agile product development through to the product launch to the corporate base.• Responsible for all communications across email, in hotel, web journeys, direct mail and mobile. Showing campaign evaluation and ROI for future investment.• Regarded as “the expert” in the room for all B2B and customer loyalty strategic projects, managing customer research, internal workshops, overall customer proposition and business cases for board approval.• Managing a team of five, budget in the millions and third party agencies including creative, data, technology and research. Show less

• Business Marketing Manager

  • Oct 2011 - Apr 2015

  • Solely responsible for acquisition and retention strategies which have grown annual revenue for Premier Inn’s corporate program “Business Account” by a nine figure sum over five years CAGR 13%. Under my stewardship the program has become the fourth largest corporate payment program in the UK behind American Express, Visa and Mastercard. My objective in 2014/15 was to grow the program by 12% equal to an eight figure sum. I delivered 16% and well above expectations. • Winner of “Marketer of the Year” at the 2014 B2B Marketing Awards.• Identified a great opportunity to build self-service marketing promotions for Premier Inn, which are now core to the company’s marketing strategy delivering ROI in the region of 13 to 1 and reduced email marketing costs by 75%.• Developed a single customer view for corporate base and revolutionised acquisition strategy through data purchasing and propensity modelling. This delivered 23% growth in 2014 on top of a record year and a target of 15%.• Completely overhauled the Business Account program streamlining the application process, evolving lifecycle communications and reviewing risk portfolio and credit management processes. Resulted in higher conversion, increased operational efficiencies and greater customer satisfaction.• Overseeing all integrated marketing campaigns, from managing concepts, creative development and A/B testing through to campaign execution and detailed evaluation. Channels included email, social, web, SEO and PR. • Achieved team engagement scores +80% for three consecutive years. Show less

• Loyalty Program Manager

  • Nov 2009 - Oct 2011

  • Developed loyalty concepts and business cases for Premier Inn hotels and three restaurant brands. This resulted in four separate loyalty initiatives launching across the business.• Single handedly launched the first loyalty program for Premier Inn, which delivered high double-digit incremental revenue growth. The program was re-launched seven additional times under my management. • Won internal profitable growth awards and employee of the quarter accolades



Ladbrokes Coral

• United Kingdom
• Gambling Facilities and Casinos
• 700 & Above Employee

• CRM Manager

  • Sep 2007 - Dec 2009

  The Odds On! Reward Card was launched in 2008 across 2,100 shops in the UK. Overnight it changed the way the business viewed and treated its customers. It was the first reward card in the gaming industry and provided a major competitive advantage in delivering retail strategy.• Implemented the UK’s first ever retail loyalty proposition in a highly undifferentiated industry that delivered a direct revenue increase of 4% through the leveraging of data to drive frequency and ATV.• Led the full end-to-end development of the programme from the strategy, proposition design, technical development, marketing collateral, pilot and estate-wide roll out across 2,100 stores.• Engaged 20,000 retail staff to enrol 300,000 customers in the first month. By six months 50% of revenue through the retail business was associated with the card.• Managed all marketing communications to the 400,000 active cardholders. Responsible for the whole campaign process from planning, cost/impact modelling, creative development, copywriting and campaign broadcasting. • Enabled marketing spend reduction of 35% to £10M by the introduction of strategic targeting. • Working directly with the retail board reporting on all scheme KPI’s around card associated revenue, customer acquisition, retention and reactivation targets. Also appointed and managed third party suppliers including creative agency, loyalty agency, broadcast provider and card manufacturer. • The Odds On! Reward Card was quoted as “a marketing dream” in a national publication. Show less

• Fast- Track Executive Management Scheme

  • Nov 2006 - Aug 2007

  • Selected as one of ten UK graduates from 1,000 applicants with responsibility for special projects across the online and retail businesses. Secured a permanent position following completion of the fast-track management scheme.



Loughborough Students Union

• Athletic Union President

  • Jul 2005 - Aug 2006

  • Worked alongside senior university staff on the future direction and planning of sport at Loughborough - the number one sports university in the country. • Elected to the position of Athletic Union President by the student population of 18,000 competing against four other candidates. A position on the executive committee responsible for the day-to-day running of the Students’ Union; a £7 million organisation with over 500 staff. • Successfully managed and developed 53 sports clubs, 400+ volunteers and a membership of over 4,500. Discretionary budget of £650,000. I coached students on topics including leadership, finances, meeting skills and the logistics of running a sports club. Assisted all clubs to write and implement their own budget and development plans. • Implemented my vision for the future, which involved launching three new initiatives across campus. These included a sports event to get people to try a new sport, a healthy living campaign and a new sports publication called Loughborough WOW. All three are still running 10 years on. • Entered into the Athletic Union hall of fame for dedication and outstanding achievement. Publicly acknowledged at the students AGM at the end of my term as “the most successful president in 23 years who delivered what he promised” Show less