Helen Kiami

• Managed full email marketing setup for personal brand, growing an engaged subscriber list of 2,000+

• Built automated email flows in ConvertKit, including welcome series and newsletter sequences

• Designed and built high-converting Squarespace websites for small business clients, with clear CTAs and optimised UX

• Created lead magnet strategies and sign-up funnels to drive consistent subscriber growth

• Analysed campaign performance using GA, Search Console, and Looker to identify optimisation opportunities

• Supported email creative (copy and layout), A/B testing, and GDPR-compliant data collection processes

• CRM customer journey management and channel development ○ Created a strategic roadmap for the progressive advancement of all programmes across the entire customer journey, taking into account key metrics and existing testing frameworks ○ Collaborated with the Analytics Team to define and develop Looker data capabilities for personalised use cases, including abandoned browse and targeted free newsletter sign-up initiatives ○ Led optimisation and A/B testing of the winback journey, achieving record return rates exceeding 6% ○ Drove strategic campaigns that surpassed sign-up targets for 10 topic-specific newsletters, integrating social, display advertising, and automated CRM cross-sell efforts

• Team Leadership & Collaboration ○ Managed and coached a team of six, ensuring effective workload distribution and development of direct reports ○ Fostered strong collaboration across Marketing, Analytics, and Product Teams to align on customer communication goals and deliverables ○ Led quarterly ideation sessions to collect and action creative ideas for new engagement strategies using Movable Ink

• Cross-Functional Project Management ○ Worked closely with the Product team to launch and promote the Which? app, managing push notification strategies, and user communication flows ○ Acted as team lead for the Brand Refresh Project, enhancing digital asset user experience and maintaining consistency in customer communications

• Reporting & KPIs ○ Developed reporting frameworks to track engagement metrics such as open rates, click-throughs, and conversion rates ○ Presented insights and performance outcomes to senior stakeholders to inform strategic decisions

• Compliance & Data Management ○ Defined and implemented GDPR-compliant database cleansing strategies to improve data quality and communication effectiveness

• CRM strategy and operations ○ Defined quarterly goals to acquire, engage, and retain consumer buyers and marketplace sellers ○ Managed, developed, and coached a team of CRM Executives ○ Owned the CRM relationship with Ometria and internal stakeholders, maximising product features to drive performance and efficiency ○ Led the discounting strategy, tracking budget vs. coupon code profitability, and optimised offers for maximum ROI ○ Drove £40K GMV from winback campaigns, representing 10% of CRM channel revenue during Q4 ○ Optimised automated journeys including abandoned browse, abandoned basket, and welcome series ○ Introduced personalised price drop alerts ○ Drove database growth of 14%+ by testing and optimising welcome discounts through targeted onsite customer journeys

• Reporting & analytics ○ Developed weekly, monthly, and annual KPI reporting frameworks and forecasts

○ Created Looker dashboards and collaborated with the Senior Growth Analyst on cohort and RFM analysis

○ Reported key insights and performance to Senior Leadership and the wider business

• Customer insights & compliance ○ Designed surveys to understand first-purchase behaviour and newsletter feedback, presenting findings to influence CRM strategy

○ Championed GDPR compliance: audited sign-up, unsubscribe, and data erasure processes, working with Product and Engineering teams to implement changes

○ Implemented annual database cleansing to remove unengaged contacts