Experience

JustGiving

• United Kingdom
• Technology, Information and Internet
• 100 - 200 Employee

• Marketing Director

  • Jul 2023 - Present

  Responsible for JustGiving's global marketing strategy across B2B & B2C audiences and our Digital Services team who create impactful bespoke campaigns for Charities. I lead a multidisciplinary team across Product Marketing, Brand, Growth, Digital, SEO, CRM, Content, Social, Design, PM & Web development

• Head of Marketing

  • Jul 2022 - Jun 2023

  As Head of Marketing I lead a multidisciplinary team responsible for growing awareness, acquisition and retention across B2B & B2C audiences. Lead a restructure of the team Developed a renewed brand proposition Launched our second awareness and conversion campaign (Join the JustGivers)

• Head of Consumer Marketing

  • Nov 2018 - Dec 2022

  London, United Kingdom As Head of Consumer Marketing I defined the marketing plans and initiatives to help us to meet our annual donation revenue targets across our two main products, Charity Fundraising & Crowdfunding in the UK. In September 2021 I successfully advocated for and launched our first-ever ATL campaign, across TV, Radio, YouTube and Social.

• Head of Global CRM

  • Mar 2018 - Nov 2018

  London, United Kingdom My role as Head of Global CRM was to oversee the in-house team responsible for executing B2B & B2C email campaigns across in the UK & Ireland, US & Australia. Advised on a change to the proposed GDPR strategy and enabled JustGiving to communicate to 96% of their existing 13m strong database. I made savings of 30% during my first year across our tech stack.



CACI Ltd

• United Kingdom
• Business Consulting and Services
• 700 & Above Employee

• Principal Consultant - Customer Strategy

  • Oct 2017 - Mar 2018

  London, United Kingdom CACI are specialists in providing Integrated Marketing, Data and Technology Solutions. As a consultant in the Integrated Marketing Group I helped clients (which included Channel 4, EDF Energy, The O2, Office, and Carphone Warehouse) develop effective customer strategies to acquire and retain customers. Worked spanned: customer journeys, contact strategies, value drive analysis and business cases, project delivery roadmaps, change management strategy, campaign plans, briefs and test plans.



Travelling

• Career Break

  • May 2017 - Oct 2017

  Asia Took a 6-month break to explore the following wonderful destinations: Auckland > Japan > Hong Kong > Cambodia > Vietnam > Kuala Lumpur > Indonesia > Singapore



Virgin Trains Ticketing

• Travel Arrangements
• 300 - 400 Employee

• Head of CRM & Digital Channels

  • Oct 2016 - May 2017

  Euston As Head of CRM & Digital channels I continued my responsibilities for CRM & Loyalty (detailed below), and, in addition, led the team responsible for the commercial performance of our e-commerce channels; the Virgin Trains website, mobile site and app. Set annual budget and KPIs for our direct channels with responsibility for meeting YOY incremental revenue growth targets Led the development, UX and optimisation of Virgin Trains’ digital platform Managed and mentored a team of… Show more As Head of CRM & Digital channels I continued my responsibilities for CRM & Loyalty (detailed below), and, in addition, led the team responsible for the commercial performance of our e-commerce channels; the Virgin Trains website, mobile site and app. Set annual budget and KPIs for our direct channels with responsibility for meeting YOY incremental revenue growth targets Led the development, UX and optimisation of Virgin Trains’ digital platform Managed and mentored a team of 8 Helped to shape our long-term business priorities and initiatives ahead of what would become the 2018 bid Developed the 1718 Commercial plan comprising our pricing, proposition, sales and marketing plans to deliver our revenue targets for the year

• Head of CRM & Loyalty

  • Aug 2014 - Oct 2016

  Euston As Head of CRM & Loyalty I was responsible for delivering a customer-centric and evolutionary CRM programme that at the time delivered £20m incremental revenue for the business. Managed the overall development of a CRM and Loyalty strategy in support of business priorities, set annual budgets and targets Utilised research and insight to ensure communications were customer centric, addressing customer pain points around train travel and increasing NPS & CLTV Managed and mentored a… Show more As Head of CRM & Loyalty I was responsible for delivering a customer-centric and evolutionary CRM programme that at the time delivered £20m incremental revenue for the business. Managed the overall development of a CRM and Loyalty strategy in support of business priorities, set annual budgets and targets Utilised research and insight to ensure communications were customer centric, addressing customer pain points around train travel and increasing NPS & CLTV Managed and mentored a team of 4. Managed agency partnerships, including feedback evaluation and audits, to ensure consistent quality, creativity and value for money Key achievements * Working alongside Strategy Analysts, created a business case to replace the CRM system with a cloud based API SCV solution. The output would improve the efficiency and speed to market of our customer communications with the objective of making them multi-channel and dynamically personalised. The business case included costs and forecasted incremental revenue modelled over 3 years. * Launched an initiative known internally as ‘Euston Surge’ an SMS platform notification for departures out of Euston Station which provided excellent CX and mitigated the rush at Euston during peak hours

• Loyalty Manager

  • Apr 2013 - Aug 2014

  Euston Taking on a brand new role in the marketing team I had the opportunity to become a key part of the company's drive to become customer experience focused by launching the automated NPS programme which provided real-time insight for every member of the business for the first time. In addition I also launched the Nectar partnership which went on to beat our budgeted incremental revenue target for year 1.



Cocosa - online fashion retailer

• CRM Manager

  • Dec 2011 - Apr 2013

  London, United Kingdom Cocosa is a premium designer & luxury off-price flash sales site, launching an array of time-limited sales everyday featuring a variety of coveted brands. I joined to take on the challenge of revolutionising their email strategy; taking them from a broadcast approach to a data-driven personalised CRM programme. Delivered a CRM strategy with a focus on lifecycle marketing and behavioural triggers. Obtained approval for CAPEX and OPEX budget increase to procure a new email provider… Show more Cocosa is a premium designer & luxury off-price flash sales site, launching an array of time-limited sales everyday featuring a variety of coveted brands. I joined to take on the challenge of revolutionising their email strategy; taking them from a broadcast approach to a data-driven personalised CRM programme. Delivered a CRM strategy with a focus on lifecycle marketing and behavioural triggers. Obtained approval for CAPEX and OPEX budget increase to procure a new email provider and to grow the team. Show less



Wunderman

• Advertising Services
• 700 & Above Employee

• Senior Account Manager

  • Jan 2011 - Dec 2011

  London, United Kingdom Wunderman, part of the Young & Rubicam Brands and a member of WPP Group, is a global digital agency with 200 offices in 70 markets. Operating out of the London office, Wunderman had responsibility for the management of Jaguars’ single customer view, CRM strategy and delivery. I supported the client with the development of the retention strategy alongside project management for the end-to-end campaign delivery across email, print and experiential events.



Aimia Inc

• Canada
• Capital Markets
• 200 - 300 Employee

• Senior Relationship Executive

  • Aug 2008 - Dec 2010

  London, United Kingdom Aimia owned and operated the Nectar loyalty programme that was used by half of UK households to collect points from many partners including Sainsbury’s, BP, Homebase and British Gas. As part of the Sainsbury’s account team I worked in partnership with my client contacts to maximise their value from the Nectar programme by way of targeted and ROI focused acquisition and retention campaigns, propensity models and went on to launch the first on-pack points promotion with trading.



Encyclopaedia Britannica

• Marketing Executive

  • Sep 2005 - Aug 2008

  London, United Kingdom Founded in 1768 the general knowledge encyclopaedia was produced in print for 244 years and can be found online today.



Harcourt Education

• Marketing Assistant

  • Sep 2004 - Aug 2005

  Oxford, United Kingdom Later acquired by Reed Elsevier, Harcourt Education produced books and electronic learning materials, for primary and secondary school students.