What I offer
Build marketing engines, aligning strategy and resources for growth
Defined the brand and interpreted policy to define solutions and a customer narrative that illustrated the financial materiality of nature related risk. Created and scaled a marketing team from inception, aligning strategy, skills and technology to build demand generation, increased leads by 30%.
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Pivoting teams around customer insight to build performance marketing
Consolidated teams of 14 to 80 into single data driven teams, built around defined customer segments to deliver measurable business outcomes. Used econometric modelling to redefine channel strategy and deploy budgets into cost efficient channels and acquire profitable customers. Saved up to £2m.
Unlocking growth and equity through purpose and innovation
Conceived new identity and brand narrative to aligned colleagues behind a new customer vision that drove collaborative innovation and adoption of data and technology. Built go-to-market launches for cyber, AI underwriting and new claims technology that reduced friction and enhance customer loyalty.
Translating complexity into customer value - the materiality of nature
Authored a client paper that linked biodiversity loss to commercial factors such as valuation, cash flow, credit exposure and regulatory liability. The content outlined key natural capital factors for sustainable investment portfolio integration, new lending policies or engagement and stewardship.
Experiences
Redefining banking and competitiveness through culture and purpose
Identified new customer segments based on risk profile, income and cash profile, and developed new brand positioning, customer proposition and go-to-market strategy. Pivoted team activity around customer profiles and aligned to key commercial objectives. Increased lending mandates by £500m
Innovation in financial services to enhance customer life-time value
Used market segmentation data, customer insight and emerging policy to conceive a new self-directed investment platform proposition. Defined the business model, go-to market launch encompassing a financial education campaign and launch of new multi-asset funds. Delivered £2.4m revenue at launch.
