Nov 2020 – Apr 2021 · 5 mos · .

• Leading performance-based marketing team at HomeEquity Bank, a market leading, high growth Canadian bank focused on reverse mortgages. Leveraging marketing automation tools for lead generation and CRM across bank, broker and wealth channels.
• Concurrent campaign delivery – delivering 15+ Q1 initiatives, including re-launch of PEAK rewards incentive program in support of ambitious growth target for funded deal volumes.
• Marketing strategy – Developed and secured senior leadership approval for 2021 Referred Marketing plan
• Product roadmap – Creating client-focused product strategies to accelerate growth; focus on short term flex products

Jan 2017 – Jan 2020 · 3 yrs

• Divisional Leadership Team member; re-designed the product line strategy for credit, debit and prepaid across consumer and small business segments. Enabled best-in-class product development to win new and retain key issuer relationships
• Launched new flexible product line strategy to support Fintech growth; doubled clients under direct management and drove 110% increase in billings
• Secured Virgin Atlantic co-brand win by creating and delivering outstanding product and customer experiences, streamlining services and integrating content on bank and merchant apps, growing customer base by 35% in year 1.
• Drove debit proposition development for key RFP responses, securing significant market share wins (c.+10%) with Santander (9M customers) and First Direct (1.6M).
• Redesigned mass credit strategy to support key issuers; leveraged instalment capabilities and agile development processes to create new buy-now-pay-later (BNPL) propositions. Built strong commercial pipeline Q1’2020.
• Analysed the World Food Program schools meals programme in Guatemala (special assignment, summer 2019).

Jan 2015 – Jan 2017 · 2 yrs

• Revitalized European approach to product development, from strategy through to go-to-market implementation. Addressed regulatory challenges whilst protecting revenues; unified a team of 15+ co-located and remote team members.
• Redeveloped credit propositions by launching the first global instalment network product ($30m investment), created critical point of differentiation for new business development and retention of key clients (LBG, HSBC, ING)
• Re-invigorated affluent segment focus by creating new proposition and addressing issuer profitability concerns; launched 20+ new products across Europe (incl. Santander, HSBC, Revolut)
• Accelerated debit product migration, driving cash displacement and increasing activation and usage via the introduction of new digital customer experiences, deployed via mobile, web and social channels.
• Restructured team to support unified consumer approach; secured excellent people leadership feedback

Dec 2011 – Sep 2015 · 3 yrs 9 mos · London, United Kingdom

• Delivered a revenue growth focused marketing strategy for 25+ issuing partners across EMEA, driving over $10B of billed business and lifting NCA by 20% YOY. Mobilised a team of 15+ based in London, Moscow and New York.
• Built, launched and scaled 20+ new propositions for bank partners -- including small business, airline co-brand and account cards -- whilst leading expansion into new geographies (Moldova, Belarus, Mongolia).
• Accelerated cards (+20%) and billings acquisition (+5%) via targeted investments and robust revenue growth plans
• Delivered first UHNW Titanium cards in Russia, from product inception through to multi-channel market launch.
• Transformed the digital experience to drive loyalty program engagement with both Membership Rewards and bank branded program, including Bonus in Turkey and Puntos Estrella in Spain.
• Launched HCE mobile wallet, social media platforms, and digital partnership expansion efforts across multiple markets.

May 2011 – Dec 2011 · 7 mos · London, United Kingdom

• Developed the product marketing growth strategy and oversaw implementation across eight partner bank organisations, exceeding NCA targets for the region via strategic investments. Achieved 72% YoY growth in local billings in Russia.
• Accelerated business growth through planning and launch of new-to-network product constructs in new markets, including development of new rewards offerings, leveraging strong relationships with partner banks
• Transformed product development in Central & Eastern Europe, including the introduction of new propositions, loyalty programmes and acquisition campaigns

Oct 2010 – Apr 2011 · 6 mos · Guyana

• Analysed the market for cassava products (eg. staple foods) produced by women’s groups in Guyana, South America as a volunteer with Voluntary Service Overseas (VSO) UK.
• Secured continued group funding via development of a detailed marketing and business development plan.

Feb 2008 – Sep 2010 · 2 yrs 7 mos · London, United Kingdom

• Developed and launched nine new airline co-brand products across seven EMEA markets. Performed all aspects of market research and analysis, product development, detailed acquisition, and engagement planning as well as creation of full ATL product launch communications working in close partnership with key stakeholders.
• Awarded ‘best-in-class co-brand product’ accolade via GNS awards program.
• Optimised portfolio performance driving $7B additional billed business through robust product management strategy

May 2006 – Feb 2008 · 1 yr 9 mos · London, United Kingdom

Jul 2003 – Apr 2006 · 2 yrs 9 mos · London, United Kingdom