May 2021 – Nov 2022 · 1 yr 6 mos · Greater London, England, United Kingdom

Jul 2020 – May 2021 · 10 mos

Jul 2019 – Jul 2020 · 1 yr

• Accountable for all CRM and Local Marketing activity, leading a core team of 21 (3 direct reports) across CRM Comms, CRM Accelerator & Transformation and Local Marketing)
• Ownership of the customer contact strategy to meet customer, brand and commercial targets using the pan-Partnership customer database across all direct online and offline channels
• CRM Lead on ‘Know Me And Act On It', co-heading a cross-functional matrix team of 80+ aiming to transform personalisation within John Lewis

Feb 2017 – Jul 2019 · 2 yrs 5 mos

• Galvanised a newly formed CRM & Loyalty team into a cohesive, high-performing and close-knit unit. 2 direct reports, 9 indirect reports and grew the team to 32 by the end of 2018
• Interim Head of CRM & Loyalty between December 2017 and June 2018
• Accountable for the myJohnLewis membership proposition, building on a highly successful loyalty scheme by advocating the importance of loyalty content and rewards across the wider business. Enhanced the reward strategy from being segment-based to a 1-2-1 reward allocation to deepen customer engagement and drive higher incremental revenue
• Interim Head of CRM & Loyalty between December 2017 and June 2018
• Business owner for John Lewis GDPR re-permission strategy and campaign, working in close collaboration with Waitrose and John Lewis Finance marketing and leadership teams. Lead on data and customer strategy, creative proposition and approach as well as management of creative agency (Proximity)

Oct 2014 – Feb 2017 · 2 yrs 4 mos · London, United Kingdom

• Ownership of all CRM & Loyalty strategy and campaigns, reporting into the Strategy & Business Development Director
• Strategic lead on the planning and launch of a new loyalty scheme (Together)
• Transforming weekly newsletters to complex CRM lifecycle programmes (e.g. welcome, cross-sell, winback campaigns) improving both engagement and revenue across all CRM activity
• Responsible for the Customer segmentation (scv), customer insight and brand tracking activity

Jun 2012 – Sep 2014 · 2 yrs 3 mos · London Area, United Kingdom

• Developed and implemented multi-channel acquisition and retention strategies and campaigns across a number of large marketing agencies and brands; all positions involved team & budget management
• MRM//McCann = clients: Homebase, The Guardian, Philips
• Arthur London = clients: British Heart Foundation , Save the Children, Zurich
• Partners Andrews Aldridge (now Engine) = client: SSE
• Krow Group = client: DFS
• Grand Union = client: Sainsbury's
• Wunderman = client: EDF Energy
• MBA = client: LoveFilm
• JWT = client: Shell

Jul 2005 – Apr 2008 · 2 yrs 9 mos · London Area, United Kingdom

• Full time and freelance positions held at a number of large marketing agencies. Involved in every stage of campaign delivery; from initial client brief, through strategy, data, media planning, creative development, print production and results analysis across a variety of media (TV, Radio, Online, Outdoor, Direct Mail, Press, Door Drop, TM and Inserts)
• Engine = clients: Airmiles and Network Rail.
• Rapp = client: NSPCC
• Chemistry = client: Transport for London
• Haygarth = client: Nokia
• WCRS = client: Abbey

Apr 2008 – Apr 2012 · 4 yrs · London Area, United Kingdom

• Managed a large agency delivery team responsible for implementing a complex multi-million pound acquisition programme for the RNLI across a number of channels. Involved in all aspects of strategy, business case and annual planning working closely with the data, planning and media directors to maximise income and ROI (2010-2012)
• Past account teams include J&J Baby, Lloyds TSB, Jeans for Genes and Great Ormond Street Hospital

Aug 2004 – Jul 2005 · 11 mos · London Area, United Kingdom

• Responsible for large and integrated multi-channel campaigns while managing a team of 3. Liaised with other Team HSBC agencies to ensure that campaigns were integrated and delivered on time and within budget

Feb 2003 – Aug 2004 · 1 yr 6 mos

• Delivered integrated campaigns, working closely with planning, creative, media and production teams. Close collaboration with other client agencies to ensure campaigns were integrated on a strategic and creative level, and delivered against client expectations
• Clients: NSPCC and Lloyds TSB (Current Accounts).

Jun 2002 – Feb 2003 · 8 mos · London Area, United Kingdom

• Clients: Canon UK and ComCab