Key Strengths
Customer and data-driven strategy. I leverage GA4, Optimizely, Hotjar, and AskNicely (NPS tracking) to maximise digital performance and conversion rates.
UX and service design leadership. I lead human-centred design initiatives to optimise digital journeys, improve usability, and reduce friction.
Commercial and growth focus. I manage digital P&Ls and e-commerce performance to drive revenue, retention, and lifetime value.
Stakeholder and cross-functional leadership. I influence executive teams, marketing, IT, and product teams to align digital transformation with business objectives.
A/B testing and optimisation. I lead experimentation frameworks to refine user experiences and enhance customer satisfaction.
Innovation and AI-driven personalisation. I apply AI-powered insights to enhance search, recommendations, and digital self-service, ensuring personalised experiences.
Team leadership and mentoring. I lead and mentor high-performing teams, fostering a collaborative environment that encourages growth, innovation, and continuous improvement.
Expertise
Digital analytics and optimisation
• GA4, Bloomreach, Optimizely DXP
• Customer journey analytics, segmentation, CRO
• A/B testing and experimentation frameworks
Product and experience strategy
• Agile product ownership and roadmap execution
• Personalisation using first-party data
• Search, merchandising, and recommendations
UX, accessibility and omnichannel
• UX research, heuristic reviews, and usability testing
• Accessibility, WCAG audits, inclusive design
• Omnichannel personalisation and journey mapping
Leadership and collaboration
• Managing and mentoring cross-functional teams
• Stakeholder management and C-suite influence
• Driving strategic direction and operational execution
Tools and technologies
• Analytics and insights. SEMrush, GA4, Siteimprove, Hotjar, Power BI, WAVE
• PIM, DAM, CMS, DXP. Optimizely, Umbraco, Appian, Adobe, Stibo, Bloomreach, AssetBank, SAP CC
• CRM and marketing. Salesforce, HubSpot CRM, AskNicely (NPS)
• Collaboration and workflow. JIRA, Confluence, Miro, Teams, Asana
Head of Content and Experience Design, CDS
Leeds (Remote) March 2022 - April 2025
• Led UX, service design, and content strategy for regulated financial and public sector clients, including the Bank of England, FCA, NHS England, and Insight Investment (BNY Mellon), driving user-centric digital transformation.
• Ensured compliance with strict SLAs and industry regulations while optimising usability, accessibility, and overall digital experience across complex enterprise environments.
• Defined and prioritised agile product roadmaps based on customer insights and business goals, ensuring continuous improvement via data-driven decision-making.
• Grew team from 8 to 18, expanding capability across service design and data analytics to strengthen customer insight and business impact Overseeing multidisciplinary teams of 30+ people.
• Managed £2.5M P&L, ensuring performance driven customer experience improvements aligned with commercial priorities.
• Delivered a National Policing platform supporting 42 million citizens, optimising user engagement and workflow automation across 41 police forces.
Head of Content, Saint-Gobain Building Distribution
Newbury, Nov 2018 - Feb 2022
• Led the transformation of PIM & DAM systems, overseeing content operations for Jewson’s eCommerce platform, managing 100K+ SKUs and optimising taxonomy.
• Implemented AI-powered search-and-merch (Bloomreach, Adobe) increasing conversion rates by 40% in the first six months.
• Integrated PIM with global marketing platforms, enhancing content syndication and product information accuracy across digital channels.
• Championed content automation to streamline updates and ensure regulatory compliance across product categories.
• Partnered with external vendors (Stibo PIM, SAP Commerce Cloud, Assetbank) to refine workflows, enhance metadata structures, and improve digital asset governance.
Head of Agency Operations, Boomerang Creative
Newbury, April 2016 - Nov 2018
• Led strategy, business development, and operations, delivering content management, UX design, and ecommerce solutions.
• Managed multidisciplinary teams and external agency partnerships, ensuring seamless content delivery.
Education
BA (Hons) Industrial Design & Technology 2:1 Loughborough University