Resume
My passion has always been creating beautiful user experiences through continuously evolution, testing, and pushing forward. Over the years, Ive been lucky enough to work on great projects with amazing people. Below is an overview of what I have done throughout my career.
Digital Performance Lead
RNLI
Mar 2020 - Present
Responsibilities:
Managing the performance team: building and scaling cross-functional teams with a focus on delivering growth for the organisation and great customer experiences
Managing the roadmap, prioritisation of features and journeys across rnli.org and shop.rnli.org
Leading the experiment-driven development programmes across rnli.org and shop.rnli.org. Identifying growth opportunities, using the test and learn feedback loop to deliver features quickly and iteratively
Continually delivering insight through user testing, customer feedback and analytics loops. Using this to help prioritise the roadmap and features
Developing the CRO strategy to work in synergy with the overarching organisation strategy
Working across Marketing, Design and Engineering to deliver growth strategies and features
Stakeholder management across the organisation. Using data and insight to influence stakeholders and bring the products to life
Key achievements
I have been able to embed experimentation and cross-functional teams into the standard ways of working across the digital, creative and marketing teams. Using the experimental framework, I have proven the ROI and gained buy-in for this improved way of working at a senior stakeholder level.
Using the experimentation framework, I have grown the membership product by 27% YoY, through a programme of customer insight, experimentation and digital insight. The programme was so successful that I created experiment programmes for all the donation products and focused on increasing the number of supporters and average donation value. Over the years, I have been able to grow the average monthly gift by 29%. The continued success and proven results enabled me to grow the performance team and increase the number of experiment programmes across the organisation.
At the end of 2022, myself and a member of the creative team were invited to talk on a panel with Shopify about how we have used the experimentation framework to shape and improve the development process.
The graph below shows how I scaled experimentation at the RNLI. One of the measurements I used to monitor scale and growth was the number of experiments completed.
Experiments completed in a year
Skills & tools
Skills: Cross-functional team leadership, growth strategy, product vision and execution, conversion rate optimisation, data analysis, customer insight, people management, stakeholder management, digital strategy, digital marketing, e-commerce, usability testing
Tools: Google Analytics (GA4 & universal), Glassbox, Hotjar, PowerBi, Google Optimize, Sitecore, Shopify, Jira, Browserstack, Looker Studio, Google Tag Manager, Tree Jack, Optimal workshop
Digital Product Owner
Vitality
Jan 2019 - Mar 2020
Responsibilities:
Development and delivery of the acquisition roadmap. Managing the acquisition product lifecycle
Understanding customer needs through user testing & research, using this to improve the product and business results
Identifying KPIs, consumer trends and improving conversions through the quote & buy journey
Understanding customer pain points and building features to address them
Leading agile teams, working closely with the design and engineering team to deliver solutions
Scaling CRO and personalisation programmes. Working with the data team to deliver propensity models, improving sales results and lead quality
Managing multiple stakeholders across different products and reporting on the value added
Using tools like Google Analytics, HotJar, and SessionCam to improve customer journeys
Reporting and insight on sales growth and digital experience for Vitality Health customers
Key achievements
I increased Health Quote leads by 14% with a combination of user testing, experimentation and iterative delivery.
I introduced bi-weekly user testing sessions, enabling a continuous feedback loop which I used to drive consumer insight and product development.
The development team and stakeholders could watch the user testing sessions using a tool called LookBack, which recorded each session too.
This user feedback was key to ensuring the development team worked on features that drove excellent user experience and value. I was able to pivot quickly when needed based on the feedback and work closely with the design team to adapt prototypes following the user testing sessions.
The image above shows the ‘control room’. Each step in the journey would be printed and pinned up on the wall. Each Post-it note represented a user feedback point, and each colour represented a different type of feedback. e.g. pink was negative or a pain point, and green was positive or a delighter.
The user would be in a different room running through a series of tasks with the facilitator, and the test would be broadcast to the control room as it happened. The development team and stakeholders could also drop into the test remotely and watch via a streaming link.
Running the testing this way provided so much value for me as a product owner, the development team and stakeholders, as we could all see what worked and what didn’t in real-time. And since the user testing was run biweekly, I could front-run it ahead of the development sprint.
Skills & tools
Skills: Product management, product vision and execution, agile development, cross-functional team leadership, workshop delivery, user testing & research, data analysis & insight, conversion rate optimisation, backlog management, stakeholder management & influence, content management
Tools: Jira, Aha (product roadmap), Google Analytics, Google Optimize, Qubit (personalisation), Lookback (UX testing), Sessioncam, Hotjar, Qualtrics, Sitecore
Digital Experiment Lead
LV=
Aug 2018 - Jan 2019
Responsibilities:
As part of the innovation team, I was responsible for using lean startup techniques to test business ideas and assumptions to help form new products. I created testable hypotheses that helped the organisation move from uncertain to certain by taking business assumptions. I worked closely with the development and design team to create MVPs that could be tested and learned from quickly. When creating tests and experiments, I used tools like Sitecore, Google Analytics and InVision.
Key achievements
Running the first development hackathon at LV= was one of my favourite projects. Using the Lean UX framework, the team and I put together an MVP for a member’s area where users could see their insurance policies. There was already enough evidence that customers wanted the portal, so the next test was to prove if it was feasible. The hackathon was to test the feasibility and see if the current technology stack could provide an online portal.
I outlined the requirements for the MVP and broke it down into user stories that the development team could work through. The hackathon was a huge success. The team produced a working portal where customers could see their policies and there was a real buzz/confidence from the team.
After the event, each participant received a 3D printed LV= heart as a momentum of the occasion, helping the internal PR and creating more appetite for events like this in the future.
Skills & tools
Skills: Lean UX, hypotheses testing, proposition testing, workshop delivery, user testing, MVP testing, content management, data analysis, agile frameworks
Tools: Sitecore, Google Analytics, In Vision, Sketch, Lean UX framework
Senior e-Commerce & UX Specialist
Farrow & Ball
Jun 2015 - Aug 2018
Responsibilities:
Collaborating with the e-commerce manager on setting the e-commerce strategy. Taking the vision and executing it
Developing and delivering a Lean UX process to continually improve the experience of the website
Identifying e-commerce optimisation opportunities, designing tests, documenting results and implementing changes to drive revenue
Managing the development backlog for the e-commerce site. Writing user stories, prioritising the backlog and seeing development through from idea to production
Conducting quantitative and qualitative research to feed into designing UX improvements. Using surveys, questionnaires, site usage data and user session recordings to inform the UX work
Setting up and running the conversion rate optimisation programme. Gaining stakeholder buy-in for a new way of working and showing the value of experimentation for the organisation
Delivering medium to large digital projects, including integrating web chat, upgrading and refining the site search, re-platforming to a modern CMS and live streaming new product launches
Developing and rolling out e-commerce personalisation programmes, delivering behaviour-led campaign optimisation
Key achievements
Setting up and introducing a conversion rate optimisation programme that mixed growth and UX was a big achievement for me.
I started with some quick wins and made it as easy as possible for the stakeholders to be part of the programme. Identifying the stakeholders open to this work and who had clear opportunities was vital to gaining momentum.
I started with a colour consultant user journey and ran a cycle of experiments. I increased the number of bookings by 162% YoY.
Once I had shown the opportunity and the stakeholders had been vocal about how easy it all was, coupled with the improvement in results, I was able to approach more teams to roll out the programme.
Skills & tools
Skills: E-commerce, digital strategy, SEO, paid search marketing, email marketing, digital marketing, digital product launch, digital activation, agile development management, E-commerce site search optimisation, user stories, backlog management, agency management, conversion rate optimisation, stakeholder management, digital insight, UX testing, user research
Tools: Jira, Episerver, Google Ads, IBM Email marketing platform, Google Tag Manager, Google Analytics, Hotjar, Optimizely, Invision, Balsamic (wireframes), Optimal Workshop, Tree Jack
Digital Project Manager
Bright Blue Day
Feb 2015 - Jun 2015
Responsibilities:
Delivering a technical website re-platform project for Visa
Rolling out the Visa website across 23 markets
Leading stakeholder workshops for the delivery of a re-platforming project
Translating stakeholder requirements into technical deliverables
Key achievements
Working across multiple markets with a large group of stakeholders was a new challenge. I was able to travel to Madrid to run stakeholder workshops and worked closely with the stakeholders in London.
I was able to work through technical requirements from idea to delivery and see the work live in multiple markets.
Skills & tools
Skills: Project management, stakeholder management, requirements gathering, technical project management, workshop delivery, resource management, agile development
Tools: Jira, Microsoft Projects, Excel, Monday (studio management) Tridion (CMS)
Project Manager
Redweb
Oct 2013 - Dec 2014
Responsibilities:
Managing a scrum team to deliver agile digital projects for clients
Being the point of contact for clients and turning requirements into user stories that the development team could deliver against
Qualified as a Certified Scrum Master, I removed blockers for the team and enabled the team’s velocity to stay consistent
Working closely with the UX and design team to bring to life the project requirements
Using creative problem-solving skills and quick decision-making to deliver work on time and to requirements
Running kick-off sessions, design, UX, user testing, and user story sessions for digital projects
Responsible for the project backlog in Jira, running agile ceremonies and keeping burn-down charts, velocity charts and spring reports visible to the team
Understanding and being able to use multiple CMSs like Sitecore, Umbraco and Drupal
Key achievements
I took over a project mid-way through development that was significantly behind in the development timeline. To get the project back on track, I brought the team together and highlighted where we were and where we needed to be to deliver the project successfully. I facilitated ideas and ways of working changes that enabled the team to work more efficiently and gave them more ownership of the deliverables.
This had a noticeable impact on the speed of delivery and the quality of work being done. The team had gone from being told what to do to being asked how can we achieve success. The shift brought the team together and gave them ownership of the project.
In addition to this, I looked at where the team was spending time. I noticed the senior developer was on daily calls with the client to discuss progress. I took on the client update calls, which freed up more time for the senior developer to work on the project.
This combination enabled the project to be finished on time, turning round the relationship with the client.
Skills & tools
Skills: Digital project management, cross-functional team leadership, scrum master, requirements gathering, user testing, workshop management, backlog management, resource planning & management, budget management, team management, agile development
Tools: Jira, Visual Studio, Resource management tool, Umbraco, Sitecore, Drupal, Microsoft Projects
Digital Producer
Brandwidth
Aug 2012 - Oct 2013
Responsibilities:
Delivering digital projects for the Toyota client
Leading client meetings to understand requirements and turning these into project-scoping documents
Working closely with the development and design teams to bring to life each project
Completing competitor research and presenting this to the client
Reporting and monitoring KPIs for the client, spotting any opportunities for improvement
Project reporting, including status updates and project finance reporting
Bringing in new work for the agency through understanding the client’s business and opportunities
Resource scheduling and project planning
Providing first-line technical help for content editors
Key achievements
I was the sole producer on a new business project for a holiday letting company. I produced user journeys and wireframes for each step in the search and booking process. Working closely with the design team to bring the wireframes to life.
From the project kick-off until the delivery, I worked closely with the client to understand requirements and opportunities. As part of the project, I integrated a new booking and payment system, replacing the old manual processes that were in place. This enabled customers to book directly online and reduced the time spent manually keeping bookings updated.
I learnt new skills by learning how to use the Drupal CMS, and this was the first time I had integrated a payment provider into a website.
At the end of the project, the client was incredibly happy and it was great to see the impact the project had made to the business.
Skills & tools
Skills: Project management, agile development, cross-functional teams, resource planning & management, budget management, technical requirements gathering, prioritisation, ittartiv delivery, digital reporting and insight, CMS management
Tools: Jira, Google Analytics, Studio management tool, Powerpoint, Excel, Drupal, WordPress, Broadvision
Digital Producer
Fiat Auto HQ
Apr 2010 - Aug 2012
Responsibilities:
Managing the digital activity for Alfa Romeo and Fiat Professional
Working closely with the Marketing team to understand their vision and strategy and then creating digital activity that matched the desired outcomes
Planning and executing the digital media spend across paid search, social, display and digital activation
Medium to large digital campaigns to create brand awareness, from ideation to execution and reporting
Managing onsite and offsite SEO agencies, showing progression overtime and identifying gaps and opportunities
Managing website development for both the main brand site and the official Alfa Romeo dealer websites, a network of over 50 sites
Campaign reporting, looking for opportunities to improve or maximise ROI
Working with YouTube and being the digital champion for driving video growth within Fiat UK
Presenting progress and results to the Alfa Romeo Marketing Director
Key achievements
One of the stand-out projects was ‘Aquabatics’. The brief was very open - to create brand awareness for a new product launch which would also grow our social channels.
Working with a small creative agency, I was able to deliver a campaign that:
Grew the Facebook community to the largest outside of Italy, with a 153% increase
Over 1.5 million video views across the series
Over 3 million post views across the social channels
Not only did this campaign deliver social awareness, but I made tracking integral to the campaign and was able to track everything from the social posts to the actual cars purchased. The activity drove over 650 test drives and resulted in 31 sales. This was a first for Alfa Romeo to be able to track a campaign with this detail.
The campaign also set a world record for the largest logo made out of water balloons attracting more press attention. Below is a video of the activity
Skills & tools
Skills: Digital marketing, search marketing, lead generation, digital brand marketing, social marketing & growth, media planning, digital insight, digital project management, agency management, stakeholder management, budget management, workshop management
Tools: Google Ads, Adobe Analytics, Facebook Community Management, Google Analytics, Social monitoring tools, SEM Rush