Experience

Foresight Factory

• United Kingdom
• Research Services
• 1 - 100 Employee

• Marketing Consultant

  • Oct 2018 - Present



The AA

• United Kingdom
• Motor Vehicle Manufacturing
• 700 & Above Employee

• Head of Membership, CRM and In-Life

  • Oct 2015 - Sep 2018

  Delivered new membership vision, strategy and proposition to drive Member engagement to increase retention. Responsible for leading and delivering the CRM transformation programme from a legacy platform to PEGA Marketing. Managed membership life-cycle communication programme including welcome and in-life campaigns to drive engagement with Membership. Delivered trade-up marketing programme to increase Member product holding. Delivered new membership vision, strategy and proposition to drive Member engagement to increase retention. Responsible for leading and delivering the CRM transformation programme from a legacy platform to PEGA Marketing. Managed membership life-cycle communication programme including welcome and in-life campaigns to drive engagement with Membership. Delivered trade-up marketing programme to increase Member product holding.



HR Owen PLC

• United Kingdom
• Retail Motor Vehicles
• 100 - 200 Employee

• Head of Customer Insight & CRM

  • Dec 2012 - Sep 2015

  Responsible for setting CRM strategy, delivering a differentiated customer experience based on customer segment. Insight generation through data interrogation to identify CRM KPI’s such as customer attrition, repeat business rate, segment saturation and prospect to customer conversion. Launched customer satisfaction programme and measurement. Introduced net-promoter score-based surveys. Responsible for setting CRM strategy, delivering a differentiated customer experience based on customer segment. Insight generation through data interrogation to identify CRM KPI’s such as customer attrition, repeat business rate, segment saturation and prospect to customer conversion. Launched customer satisfaction programme and measurement. Introduced net-promoter score-based surveys.



Vertu

• United Kingdom
• Retail Luxury Goods and Jewelry
• 100 - 200 Employee

• Head of Global Customer Relationship Management

  • Nov 2008 - Dec 2012

  Established and set Vertu’s CRM data, customer relationship and services vision and strategy globally. Increased customer loyalty and advocacy by delivering unparalleled customer experiences and engaging content across multiple channels e.g. on mobile device and through the customer portal. Created and delivered Vertu’s first single customer view and customer database by consolidating multiple data streams and cleansing customer data, unlocking customer value. Led customer research in 5 markets to inform CRM and services strategy and positioning.



British Airways

• United Kingdom
• Airlines and Aviation
• 700 & Above Employee

• Global Customer Loyalty Manager

  • Nov 2005 - Oct 2008

  Responsible for managing and developing British Airways’ B2C (Executive Club) and B2B (On Business) programme customer propositions globally using customer insight and data analysis. Set the acquisition and customer registration strategy ensuring stakeholder buy in and agreement. Developed, delivered and agreed a behavioural triggered customer contact plan across all customer touch points including a retention and win-back strategy and plan . Developed and launched high-value member proposition for the Executive Club to reduce attrition.

• European and Latin American Loyalty Marketing Manager

  • May 2004 - Oct 2005

  Managed the British Airways loyalty programme (Executive Club) across 67 countries creating synergies across key markets by consolidating key marketing activity to improve marketing efficiencies. Led and implemented a segmentation model to maximise ROI across key segments and deliver relevant customer communications and campaigns. Introduced the customer contact approach and plan covering all elements of the customer life cycle: acquisition, activation, retention and win-back.

• Frequent Flyer Account Manager – Air Partnerships

  • Mar 2000 - Apr 2004

  Managed commercial relationships with British Airways' frequent flyer airline partners. Negotiated and managed mileage price ensuring maximum revenue stream for British Airways. Agreed consistent Executive Club customer proposition across frequent flyer airline partners.