Global Head of Digital Experience
Work experience
Chief Experience Officer - Bikmo Cycle Insurance
November 2024 - Present
Business Transformation
Transformed global marketing delivering 150% growth in DE/AT territory with a 20% reduction in OPEX without sacrificing headcount.
Transformed global CX tooling, platform and processes to deliver 25% (and growing) reduction in customer contact volume.
Built strategy and delivery for in-house AI transformation of CX including knowledge base, ticket triage and ai-powered claims forms saving in excess of £50k in year 1 on SaaS costs.
Built and maintained business-wide roadmap, managing all requirements, dependencies and resourcing to support ambitious project delivery and growth targets achieving 27% YOY growth.
Managed multiple departments and built strong mentoring relationships with team members at all seniority levels coaching key players into leadership roles.
Global Head of Digital Experience Design - Canyon Bicycles GmbH
November 2019 - October 2024
Team building, org design and mentorship
Introduced user-centric design to a global D-2-C sports brand; working closely at board level to advocate for and grow the practice.
Coached senior designers into team leaders and copywriters into content designers.
With the support of Discipline Leads and Design Operations, built progression frameworks, revised hiring and onboarding process, designed a robust handover process, and improved cross-departmental ways of working.
E-commerce Product Strategy
Developed a product roadmap focusing on conversion rate and average order value, contributing to 20% year-on-year growth and €500m of revenue within 4 years.
Customer Service Product Strategy
Designed the strategy, team, and processes to resolve complex, reputation-harming customer service issues.
Delivered a suite of tools and services to reduce non-essential service requests and allow customers to fix minor issues independently, reducing post-purchase contacts by 40% in year one.
Product Marketing Strategy
Developed the design system, content strategy, and ways of working to deliver benchmark product launches, sales campaigns, and activations without increasing team headcount.
Secured funding for a 2-year design system project, reducing the design approval process from 20 days to 5.
Embedded content strategy into the design system, reducing the handover process from 5 days to 30 minutes.
Product Lead - UX & Content - Dare London
September 2017 - April 2019
Finance - Selected Projects
Built a user centric design team within a specialist bank to deliver a multimillion-pound digital transformation.
Redesigned the end-to-end consultation experience for high-net-worth customers.
Healthcare - Selected Projects
Supported private healthcare providers in adopting experience principles to provide accessible care.
Created telemedicine user flows for a major US healthcare brand. Working closely with stakeholders for handover and delivery.
Delivered a series of usability tests for a UK-based private hospital provider, presenting insights to senior stakeholders.
Automotive - selected projects
Org design consultation to embed UX content in-house
Prototype a car leasing chatbot for usability testing
User research and tasks flows for a new car leasing concept
Strategist - Local Government Transformation - Uniform Liverpool
April 2017 - September 2017
Local Government - Essex County Council
Led a research and insights project to support Essex County Council in developing a digital transformation master plan.
Worked with senior council leaders and community stakeholders to identify and prioritise action areas across health, transport, housing, and young people.
Creative Director / Founding Partner - Well Made Studio
December 2012 - January 2017
Business Development
Led all client new business, securing contracts with Nike, Diesel, Whistles, The Young Vic, Tate, and Pedlars.
Developed a successful agency marketing campaign, including multiple industry press interviews, talks, and opportunities.
Creative Director - Content Strategy
Built additional revenue streams for information architecture, content strategy, and content marketing.