" Driving the corporate strategy in a marketing led business, to become "Most Loved Brand" by customers through industry leading propositions and experiences. To double the size of the business whilst remaining most profitable in the industry and transform into a multi brand digital platform business. " Marketing Function Responsibilities & Achievements: Strategy & Insights - Using customer, competitor, industry and consumer trends to define corporate strategy, network strategy, customer strategy for 5/10 years, this included a 5year transformational strategy to double the size of the business and become "Most Loved Brand" by our customers through a digital first, omni-channel customer offering. Achievements - Delivered an industry leading customer data led loyalty programme - Wuntu in a record 8months, becoming the fastest growing loyalty app in the industry. Propositions - Defining the customer/consumer propositions including partnerships, loyalty, value propositions, promotions. Achievements - Delivered industry leading Feel At Home Roaming proposition, Go Binge (zero rating data) proposition driving a 3% increase in market share. Both props driving customer NPS to the highest in the category. Brand &Comms - Defining the strategy and plan to become "Most Loved Brand" for customers and staff. All marketing comms PR, Social, ATL/BTL comms, Media Strategy & Planning, Customer Comms, Retail. Achievements - Fastest growing brand in the industry. Moved NPS from fourth to first. Multi-Award winning campaigns, including Feel At Home achieving most awarded campaign 2016. Planning - Defining the company plan for all customer/consumer activities and planning network capacity as well as technical development work requirements. Sub Brands - Identification of new segment opportunities and using sub brands to meet their needs. Achievements - Delivered Smarty online only brand in a record 12months, driving incremental growth in previously unattainable segments. Delivered Wuntu to the market - data led tailored to needs loyalty app.
" Defined the strategy for Connected Homes products for the next 5 years roll out by a deep understanding of customer behavior and their future requirements. High level strategy for Internet of Things 10year growth strategy, focused on a roadmap for customer adoption whilst short term delivery of customer experience excellence, to encourage product extension. Defined, presented and approved to GB Smart Homes Executive Board and British Gas Executive Board. " Defined Go To Market strategy for Hive Home Hub product including Branding, Channel Strategy, and Installation strategy, Communications, Value Positioning and Future Product Strategy
" Led Brand Strategy to become "Best Loved Brand in the UK" for consumers/customer and staff, achieving fastest growth and moving from number 5 to 3 in brand relevance for customers. " Designed and developed and took to market two sub brands Smarty (sim only online offering) and wuntu loyalty app. " Led a number of award winning TTL campaigns - Most awarded campaign of 2016 for Feel At Home. " PR & Social - Developed our social reach to 10 times the number of followers/subscribers across a multi-platform social media presence. Created industry leading, award winning PR Events. " Customer Comms - created a 'Customer Love Programme' to achieve the highest NPS scores in the industry for 2 years running. " Retail Marketing - Developed TTL campaigns earning us - 4 times winner of the "Best Retailer" in Mobile Choice Awards " Comms Strategy & Planning - created an industry leading Econometric Modelling Tool - this defined the spend on media and impact onto acquisitions to the business as well as contribution to profitability. This is now widely used by finance to forecast promotions, Opex spend, ROI, profitability. Created a number of media industry firsts.
" Led the International Global Go To Market Strategy for Lumia, which grew profitability by 8% v previous product launches. " Created the most successful launch in Nokia's history in terms of volume, brand preference increases, Youth preference and Net Promoter score for Lumia launch. " Led the Microsoft Partnership for Marketing for all Go To Market activities including ATL, BTL, Co-Marketing activity, Online and Retail plans, as well as approval worldwide market plans. " Responsible Areas - Multi-Channel Insights and Strategy Division, Propositions and Portfolio planning, Online/E-Commerce, Events, Campaigns, Programme Management, Retail Design, Digital, 4,000 Branded Retail Outlets Worldwide and Implementation in market with retail, operator and online partners. " Led an organisation design bringing together Sales and Marketing, implemented worldwide creating efficiencies of up to 25%. " Managing a matrixed team, with a central team of 60 across Sales & Marketing along with teams in 6 Regional Sales Units and 60 Local Sales Units.