Available to hire
I am an award-winning director and customer engagement specialist with extensive experience working with blue-chip companies across various sectors. I excel in designing and implementing omni-channel customer strategies that enhance engagement and deliver value. My approach is highly collaborative, inspiring teams through knowledge sharing and fostering a channel-neutral mindset to benefit both customers and organizations.
I have a proven track record of driving significant membership growth and improving customer interaction through strategic planning, personalisation, and the use of data-driven insights. I enjoy working across cross-functional teams, steering projects that align customer strategies with broader business goals to achieve measurable results.
Experience Level
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Work Experience
Strategic Customer Engagement Consultant at PwC Strategy& (as an independent consultant)
December 31, 2023 - July 24, 2025Developed a member engagement strategy for the proof-of-concept implementation of Salesforce Marketing Cloud for one of the largest fitness brands in the UK. Identified quick-win opportunities that would increase measurable member visits and improve engagement. Led teams in creating a framework for multi-channel member journeys and oversaw the development of personalisation, creative strategies, and multi-channel approaches for member engagement.
Strategic Customer Engagement Consultant at Lawn Tennis Association (as an independent consultant)
December 31, 2022 - July 24, 2025Achieved a Silver DMA Award in the Sports category in December 2023. Increased membership by 100% over four years, 50% higher than the actual membership target for 2023. Developed an engagement strategy to transition the organisation toward a customer-centric approach. Built the Customer Engagement team and ensured the necessary skills were implemented. Supported new Salesforce integration workstream and developed an insights roadmap and measurement framework.
Lead Strategic CRM Consultant at Havas Ekino (formerly Fullsix) (as an independent consultant)
December 31, 2018 - July 24, 2025Developed an engagement strategy for Maersk Shipping tailored to complex customer contracts, supporting a digitized shipping model to enhance customer experience and differentiate in the market. Created a layered customer engagement framework and communications strategy. Designed a 12-month multi-channel customer engagement program and measurement framework for Pernod Ricard to acquire and engage prospects and existing customers.
Lead Planning Consultant at British Airways (as an independent consultant)
December 31, 2016 - July 24, 2025Collaborated with internal departments to develop and deliver strategic planning and insights for customer engagement marketing plans. Provided thought leadership and training to improve collaboration between analysts and stakeholders. Identified blended insights opportunities to foster deeper relationships with key customer groups and support annual marketing planning.
Customer Strategy Partner at M&C Saatchi Milk
December 31, 2015 - July 24, 2025Led strategic planning for British Airways B2C and B2B teams focusing on customer engagement and personalisation. Delivered a comprehensive review and improvement of the end-to-end customer experience across various segments. Implemented personalised insights for contact center staff resulting in £7 million additional revenue. Led development of B2B customer engagement targeting SMEs and corporate customers.
Managing Consultant to Associate Director at CACI Ltd.
December 31, 2014 - July 24, 2025Led customer strategy consulting projects for major clients delivering over £3 million in annual contributions. Provided consultancy to develop marketing plans and new capabilities such as Single Customer View and Next Best Action. Directed customer insights, segmentations, analysis, business rule definitions, and marketing planning. Mentored team members and clients for enhanced commercial focus and collaboration.
Customer Value Manager to Senior Customer Growth Manager at Orange
December 31, 2005 - July 24, 2025Developed growth marketing strategy for pre-pay base and led projects re-launching product bundles and new channels. Achieved high-value acquisition and revenue growth through innovative SMS campaigns winning industry awards. Led direct acquisition activities resulting in a 92% revenue increase, developed targeting strategies for UK’s first 3G launch, and transformed win-back programs with significant performance uplift.
Account Manager to Account Director at Proximity London
December 31, 2002 - July 24, 2025Led and managed newly acquired Sainsbury’s account worth over £1 million with a strong team. Directed acquisition campaigns with client operations and media planning teams ensuring targets were met. Coordinated strategic marketing efforts achieving increases in conversion rates and repeat orders. Managed and motivated a cross-functional team. Coordinated segmentation for Barclaycard and developed multi-channel relationship-building programs.
Account Executive to Account Manager at Relay Marketing (UK) Ltd.
December 31, 1998 - July 24, 2025Created direct marketing offering, commissioned market research, and collaborated across disciplines and markets including finance, retail, and leisure to develop contact strategies, loyalty programs, and events.
Strategic Customer Engagement Consultant at PwC Strategy& (as an independent consultant)
December 31, 2023 - July 24, 2025Developed a member engagement strategy for the proof-of-concept implementation of Salesforce Marketing Cloud for one of the largest fitness brands in the UK. Identified quick-win opportunities to increase measurable member visits and improve engagement. Led teams in creating a framework for multi-channel member journeys and oversaw the development of personalisation, creative strategies, and multi-channel approaches for member engagement.
Strategic Customer Engagement Consultant at Lawn Tennis Association (as an independent consultant)
December 31, 2022 - July 24, 2025Achieved a Silver DMA Award in Sports category in 2023. Increased membership by 100% over four years, 50% higher than target. Developed engagement strategy transitioning organisation to customer-centric approach, including omni-channel customer journeys and personalisation across digital and offline channels for fans, players, coaches, and volunteers. Built Customer Engagement team. Defined membership proposition aligned with strategic projects, supporting Salesforce CRM integration. Developed insights roadmap and measurement framework to support strategic vision and targets.
Lead Strategic CRM Consultant at Havas Ekino (formerly Fullsix) (as an independent consultant)
December 31, 2018 - July 24, 2025For Maersk Shipping, developed engagement strategy tailored to complex customer contracts, supporting digital transformation and differentiating in competitive market. Created customer engagement framework and communications strategy. Defined quick-win customer journeys in Salesforce and outlined business needs for data signals to support engagement. For Pernod Ricard, designed 12-month multi-channel customer engagement program and measurement framework across email, web, and social media targeting prospects and existing customers.
Lead Planning Consultant at British Airways (as an independent consultant)
December 31, 2016 - July 24, 2025Collaborated with Engagement, Loyalty, Personalisation, and Insight departments on strategic planning and insights for customer engagement marketing plans. Provided thought leadership and training to improve analyst and data strategist collaboration. Identified marketing opportunities through blended insights to foster deeper customer relationships and drive revenue, accounting for changing customer base and market dynamics.
Customer Strategy Partner at M&C Saatchi Milk
December 31, 2015 - July 24, 2025Led strategic planning for British Airways B2C and B2B teams to enhance customer engagement and personalisation across multiple channels. Initiatives included end-to-end customer experience review with consistent planning and improvements. Helped implement personalised insights for contact centre staff leading to £7 million additional revenue. Led B2B customer engagement strategy targeting SMEs and corporate customers to support three-year growth targets.
Managing Consultant to Associate Director at CACI Ltd.
December 31, 2014 - July 24, 2025Led customer strategy planning, design, and execution of insights and marketing projects for major clients including Vodafone, RAC, Sky, Sainsbury’s Finance, Telegraph, Virgin Media, LV=, David Lloyd Leisure, MoreThan, John Lewis, English Heritage, British Gas, Virgin Trains. Delivered over £3 million annual contributions on individual projects. Directed customer insights, segmentation, analysis, marketing planning, Single Customer View, and Next Best Action capabilities. Provided consultancy and mentored team members.
Customer Value Manager to Senior Customer Growth Manager at Orange
December 31, 2005 - July 24, 2025Developed growth marketing strategy for pre-pay base and new customer proposition projects including product bundles and purchase channels. Achieved high-value acquisitions and revenue growth through CRM and customer insights. Ran award-winning two-way SMS campaign and led direct B2C and B2B acquisition activities resulting in over 92% revenue increase. Developed targeting strategies for UK’s first 3G network launch. Transformed consumer and small business win-back programs with a 75% uplift. Launched welcome program contributing £6.5 million annually.
Account Manager to Account Director at Proximity London
December 31, 2002 - July 24, 2025Led and managed newly acquired £1 million account for Sainsbury’s online grocery service with a strong team. Planned acquisition and retention strategies, coordinated campaigns to meet operational targets for 70 stores. Developed strategic marketing directions with client and agencies. Managed cross-functional teams including media planning and customer intelligence. Created multi-channel relationship-building program for Barclaycard.
Account Executive to Account Manager at Relay Marketing (UK) Ltd.
December 31, 1998 - July 24, 2025Created direct marketing offerings, commissioned market research, and collaborated across disciplines and markets including finance, retail, and leisure. Developed contact strategies, loyalty programs, and events.
Strategic Customer Engagement Consultant at PwC Strategy& (as an independent consultant)
December 31, 2023 - July 24, 2025Developed a member engagement strategy for the proof-of-concept implementation of Salesforce Marketing Cloud for one of the largest fitness brands in the UK, identifying quick-win opportunities to increase member visits and engagement. Led teams to create frameworks for multi-channel member journeys and oversaw personalisation, creative strategies, and multi-channel member engagement.
Strategic Customer Engagement Consultant at Lawn Tennis Association (as an independent consultant)
December 31, 2022 - July 24, 2025Achieved Silver DMA Award in Sports (2023). Doubled membership over four years, exceeding targets by 50%. Developed customer-centric omni-channel engagement strategies across digital and offline channels for diverse audiences including fans and volunteers. Built Customer Engagement team, defined membership propositions, supported Salesforce CRM integration, and developed insights roadmap and measurement framework.
Lead Strategic CRM Consultant at Havas Ekino (formerly Fullsix) (as an independent consultant)
December 31, 2018 - July 24, 2025Developed engagement strategies for Maersk Shipping and Pernod Ricard. Created customer engagement frameworks tailored to complex business models and multi-channel approaches. Defined business needs and data signals supporting digital transformation and customer experience improvements, including Salesforce journey mapping and multi-channel measurement frameworks.
Lead Planning Consultant at British Airways (as an independent consultant)
December 31, 2016 - July 24, 2025Collaborated across engagement, loyalty, personalisation, and insight teams to develop strategic planning and insights to support customer engagement marketing. Delivered thought leadership, training, and data-driven opportunities to improve customer relationships across consumer and business segments, focusing on revenue growth and market adaptation.
Customer Strategy Partner at M&C Saatchi Milk
December 31, 2015 - July 24, 2025Led strategic customer planning for British Airways B2C and B2B teams across multiple channels. Enhanced customer engagement and personalisation, developing end-to-end customer experiences and business needs for personalised contact centre interactions and CRM implementations, contributing to significant revenue gains.
Managing Consultant to Associate Director at CACI Ltd.
December 31, 2014 - July 24, 2025Led customer strategy consulting for various large clients including Vodafone, RAC, Sky, and Virgin Media, delivering multimillion-pound contributions. Directed insights, segmentations, CRM capabilities, business cases, and marketing planning. Spearheaded development of Single Customer View and next best action capabilities, serving clients in financial services, retail, and telecommunications.
Customer Value Manager to Senior Customer Growth Manager at Orange
December 31, 2005 - July 24, 2025Developed growth marketing strategies including pre-pay base growth, product bundle re-launch, and new purchase channels. Won Direct Marketing Award (2003) and CRM Industry Award (2004) for innovative campaigns. Led acquisition programs and contributed significant revenue growth while launching the UK's first 3G network marketing strategies.
Account Manager to Account Director at Proximity London
December 31, 2002 - July 24, 2025Managed Sainsbury’s account delivering online grocery acquisition and retention campaigns with strong conversion and repeat order improvements. Coordinated segmentation and multi-channel programs for Barclaycard. Directed cross-functional teams and agency partners to deliver strategic marketing plans and operational targets.
Account Executive to Account Manager at Relay Marketing (UK) Ltd.
December 31, 1998 - July 24, 2025Created direct marketing offerings, commissioned market research, and developed loyalty programs and contact strategies across finance, retail, and leisure sectors to boost customer engagement and retention.
Education
MA in Strategic Marketing Management at Kingston University
January 1, 2000 - December 31, 2001BSc (Joint Honours) Mathematics & Management at King's College London
January 1, 1990 - December 31, 1993GCE 'A' Levels at Bedales School, Hampshire
January 1, 1985 - December 31, 1987GCE 'AO' Level at Bedales School, Hampshire
January 1, 1984 - December 31, 1984GCSEs at The Petersfield School, Hampshire
January 1, 1979 - December 31, 1984MA in Strategic Marketing Management at Kingston University
January 1, 0001 - December 31, 0001BSc (Joint Honours) Mathematics & Management at King's College London
January 1, 0001 - December 31, 0001GCE 'A' Levels at Bedales School, Hampshire
January 1, 0001 - December 31, 0001GCE 'AO' Level at Bedales School, Hampshire
January 1, 0001 - December 31, 0001GCSEs at The Petersfield School, Hampshire
January 1, 0001 - December 31, 0001MA at Kingston University
January 1, 2000 - December 31, 2001BSc at King's College London
January 1, 1990 - December 31, 1994GCE 'A' Levels at Bedales School, Hampshire
January 1, 1987 - December 31, 1989GCE 'AO' Level at Bedales School, Hampshire
January 1, 1986 - December 31, 1986GCSEs at The Petersfield School, Hampshire
January 1, 1981 - December 31, 1986Qualifications
Direct Marketing Diploma
January 1, 2000 - December 31, 2000Direct Marketing Diploma
January 1, 0001 - December 31, 0001Direct Marketing Diploma
January 1, 1994 - December 31, 1994Industry Experience
Financial Services, Retail, Travel & Hospitality, Telecommunications, Professional Services
Experience Level
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
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