Customer‑First Strategy for Brands That Want Clarity, Momentum & Commercial Impact
I help organisations transform their customer experience, strengthen their propositions, and deliver CRM and product strategies that actually land. With 20+ years leading customer‑first change for brands including BT, EE, Vodafone, E.ON, npower, TSB, Siemens and UCAS, I bring senior expertise that turns complexity into clear, actionable direction.
What I do
CRM Strategy & Roadmaps
Improve retention, engagement and lifetime value with insight‑led CRM plans that teams can actually deliver.
Product & Proposition Development
Shape and launch propositions that balance customer needs with commercial outcomes.
Customer Journey Redesign
Remove friction, simplify journeys and improve digital and service experiences.
Go‑to‑Market Leadership
Turn strategy into delivery with clear plans, aligned stakeholders and measurable KPIs.
Interim Leadership
Step in to provide senior clarity and direction during periods of change or transformation.
A few brands I have worked for and with
Customer First. Insight Led. Strategy that sticks.
BT Sport to TNT Sports Rebrand
Led the go‑to‑market strategy and roadmap for the rebrand across BT, EE and Plusnet, reaching 2.1M customers.
- Shaped joint proposition strategy with Warner Bros. Discovery
- Defined acquisition, retention and engagement strategy
- Set KPIs and mitigations to protect customer experience
- Improved journeys using customer insight
UCAS Apprenticeship Service
Led the product development and launch of UCAS’s apprenticeship service for students, employers and providers.
- Conducted deep insight across students, employers, teachers and parents
- Created employer forum with major apprenticeship providers
- Defined end‑to‑end requirements and business case
- Secured senior stakeholder alignment
- Led third‑party tender to select delivery partner