Description

I’m an experienced digital leader and consultant, specialising in customer journey management, CRM transformation, and strategic digital delivery. I help organisations optimise their customer experiences, drive engagement, and implement data-led strategies to deliver measurable results.

With a proven track record leading cross-functional teams, delivering large-scale digital platforms, and driving international growth, I bring expertise in:

CRM systems implementation and replatforming

Customer journey mapping and lifecycle optimisation

Digital transformation and agile delivery (Scrum, Kanban, Hybrid)

Data analytics, reporting, and performance improvement

Stakeholder engagement and financial forecasting

I work with organisations seeking to enhance operational efficiency, improve digital experiences, and achieve commercial or mission-led objectives.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Chester (up to 50km)

Pro Football Academy,
Head of Customer Journey
January 2024 - September 2025 (1 year and 8 months)
Lead cross-functional digital, marketing and customer service teams to optimise end-to-end customer journeys. Successfully delivered a fully functioning CRM system and a new player-facing mobile app. Currently leading the full digital platform replatforming project to futureproof the business. Oversaw implementation of a new digital infrastructure to support US market expansion. Developed financial forecasting models and real-time reporting dashboards to drive data-led decision-making. Drove significant improvement in customer engagement and retention strategies. Key Achievements:
• Improved average customer lifetime from 2 to 9 months.
• Introduced automation to improve ROI and operational efficiency.
• Increased member sign-ups and revenue from international growth.
CRM System Implementation Customer Journey Optimisation Mobile App & Digital Platform Delivery Data Analytics & Dashboard Reporting International Market Expansion
Rewards4,
Senior Programme & Member Growth Manager
March 2023 - January 2024 (10 months)
Managed strategic acquisition and engagement campaigns for clubs including Everton and Wolves. Led customer journey mapping and UX improvements across loyalty platforms. Oversaw campaign reporting, stakeholder engagement and financial forecasting.
Customer Acquisition Campaigns Loyalty & Engagement Strategy UX & Customer Journey Mapping Stakeholder Management Financial Forecasting & Campaign Reporting
The Rugby Football League,
Head of Membership & Loyalty
April 2018 - March 2023 (4 years and 11 months)
Designed and launched a national membership programme for rugby league fans. Delivered over 250k free members and 40k paying members, generating over £500k in revenue. Introduced data-led personalisation and digital loyalty journeys. Implemented lifecycle marketing strategies to drive merchandise and ticketing sales. Key Achievements:
• Achieved 4.3m app sessions and 9.6m brand impressions in 2022.
• Generated £128k from in-app commerce and merchandise.
• Reached 94% app download rate and 300k+ livestream views.
• Delivered digital transformation keynote presentations at Camp Nou, alongside F1 and UEFA.
Membership Programme Design & Delivery Digital Loyalty & Personalisation Strategies Lifecycle Marketing Revenue & Commercial Growth Cross-Functional Team Leadership