FORTESCUE

2025–26

Rebuilding a global delivery model from near-scratch

Joined as Global Digital Product Lead to find a fragmented delivery environment across Web, DAM, and EDM platforms. The backlog had over 300 items with no clear prioritisation, an inherited agency overspend, limited backend capacity, and no single source of truth connecting roadmap to delivery.

Restore delivery credibility and operational control across a global digital estate while managing multiple agencies, time zones, and urgent business requests simultaneously.

Conducted a full backlog triage, reducing it by 77% and rationalising 45 features into a value-led roadmap. Resolved a five-figure agency overspend within weeks. Secured additional backend development resource within six weeks, increasing capacity from 2 to 15 hours per week. Redesigned Agile and refinement processes and established a single source of truth across roadmap, backlog, and DevOps.

Delivery velocity restored. Backlog reduced by 77%. Overspend resolved. Governance frameworks embedded across agency and internal teams.

→ 77% backlog reduction. Five-figure overspend resolved.

FORTESCUE

2025–26

Salesforce Data Cloud integration delivered in 15 days

A business request arrived for a new email capture component feeding data into Salesforce Data Cloud ahead of a fixed event deadline. The ask involved three organisations and multiple internal stakeholders including Legal, across UK, Australian, and other time zones.

Deliver a compliant, technically robust solution across multiple vendors and regions in 15 working days with no room for delay.

Clarified the brief, obtained legal sign-off, and coordinated the design, build, and testing of a new Data Cloud endpoint. Oversaw deployment of the component across regions, managed dependencies across three organisations simultaneously, and flagged risks proactively throughout.

Component delivered within the 15-day deadline. Compliant across all regions. A retrospective was established post-delivery to improve the process for future rapid requests.

→ Delivered in 15 days. Zero compliance breaches.

HONDA

2023–25

Closing a multi-million-pound European budget at 0.02% variance

Took full ownership of the European digital platform budget covering 18 markets across Automobiles, Motorcycles, and Power. Inherited a budget process with limited centralised governance and no consistent forecasting cadence.

Implement financial rigour across a complex multi-market, multi-agency budget without disrupting ongoing delivery.

Built a new forecasting model, centralised documentation, and established a regular budget governance cadence with finance and agency teams. Monitored spend against plan throughout FY24/25 and intervened early where variances emerged.

Closed FY24/25 at 0.02% under plan on a multi-million-pound budget. Governance model adopted as standard practice going forward.

→ 0.02% variance against plan. FY24/25.

HONDA

2023–25

Agile transformation across 18 European markets

Sprint delivery across 18 markets was running without proper ceremony structure, no alignment between sprint planning and business KPIs, and no forward visibility beyond the current sprint.

Redesign the delivery framework to improve planning consistency, SLA performance, and stakeholder confidence across a complex multi-market digital estate.

Introduced Jira Product Discovery and Advanced Roadmaps to connect sprint planning to business outcomes. Redesigned Scrum and Kanban frameworks. Created Confluence documentation covering the new process. Led the transition to a new lead technology supplier following 10 years with the incumbent, managing onboarding and service continuity throughout.

Teams consistently planning 3 to 4 sprints ahead. SLA performance improved. Uninterrupted service maintained through full supplier transition.

→ 3 to 4 sprint planning horizon consistently achieved.

HONDA

2023–25

Help Me Choose — guided vehicle discovery tool

Honda customers visiting the website struggled to navigate a broad vehicle range to find the right model. The existing digital experience offered no guided discovery, leaving users to self-navigate across multiple model pages.

Build a data-driven tool that guided users toward the right vehicle, integrated with the existing AEM platform, and launched across all high-value buying areas of the site.

Led research into customer decision-making behaviour, defined the scoring logic underpinning the tool, and worked with the development team to build a dynamic AEM component. Tested across all market variants and oversaw the rollout across all HVB areas.

Feature launched successfully across all high-value buying areas. Improved customer journey completion and increased engagement with high-value model pages.

→ Launched across all HVB areas. Improved customer journey metrics.

HONDA

2023–25

EU Accessibility Act compliance across 18 markets

The incoming EU Accessibility Act required Honda's European digital platform to meet new compliance standards. Existing tooling was not equipped to support a CRO programme or systematic accessibility testing across 18 markets.

Procure and implement a new Digital Experience Platform and Digital Quality Management tool under a tight regulatory timeline, managing Legal, GDPR, and security requirements across the organisation.

Led the full procurement process including vendor evaluation, stakeholder workshops, legal review, GDPR assessment, and security sign-off. Managed implementation alongside live platform delivery without disrupting BAU activity across 18 markets.

EU Accessibility Act compliance achieved. CRO programme enabled for the first time. New tooling embedded as standard across the European platform.

→ EU Accessibility Act compliant. CRO programme enabled.

HONDA

2023–25

Managing a major technology supplier transition across 18 markets

Honda's European digital platform had been delivered by a single lead technology agency for over 10 years. The decision was made to transition to a new supplier across a live, multi-market platform serving 18 European markets across Automobiles, Motorcycles, and Power — with no tolerance for service disruption.

Lead the end-to-end supplier transition as Operational Lead, managing stakeholder workshops, onboarding, knowledge transfer, and process continuity across both the outgoing and incoming agencies simultaneously.

Defined and managed the transition plan across both agencies, running structured handover workshops to capture platform knowledge and processes. Maintained delivery cadence and service continuity throughout the transition period. Introduced new governance frameworks and working processes with the incoming supplier. Managed internal stakeholder communication across 18 markets to ensure confidence throughout.

Full supplier transition completed without a single day of service interruption. New agency onboarded with clear processes, documentation, and governance structures in place. Platform delivery continued uninterrupted throughout.

→ Zero service disruption. 10-year incumbent successfully replaced.

ABBOTT

2022–23

CRM programme for Type 2 diabetes patients

No structured CRM journey existed for Type 2 diabetes patients across UK and Ireland. Retention was managed through generic campaigns with no lifecycle logic specific to this segment.

Design and deliver a cross-business CRM programme coordinating internal teams, Salesforce Marketing Cloud, and clinical vendor partners from scratch.

Partnered with the vendor to map patient journeys, defined segmentation and lifecycle triggers, built and tested the programme within Salesforce Marketing Cloud, and launched on time. Simultaneously supported the pan-European launch of Adobe Experience Manager, aligning CRM activity to the wider digital ecosystem.

Subscription performance improved by 27% across UK and Ireland. Programme launched on time and within scope.

→ Subscription performance improved by 27%.

3M

2021–22

Webinar automation and stakeholder onboarding across EMEA

3M's EMEA Healthcare Business Group was running webinars manually across multiple business units with no consistent process, no SLA framework, and significant time being lost to repeated setup and coordination work.

Design and implement a scalable webinar workflow using ON24 across EMEA, and onboard over 100 stakeholders across multiple countries and healthcare divisions within 40 days.

Mapped the existing process, identified inefficiencies, and designed a new SLA-driven workflow with clear ownership, templates, and automation built into ON24. Created training materials and delivered onboarding sessions across regional teams. Introduced governance frameworks to ensure consistency across business units.

New workflow adopted as standard across all EMEA healthcare webinar activity. 100+ stakeholders onboarded within 40 days. Delivery consistency improved significantly.

→ 100+ stakeholders onboarded in 40 days.

AVERYS

2019–20

Returning Averys Wine Merchants to profitability

Averys Wine Merchants, a brand within the Direct Wines group, had not returned a profit for three years. Sales were declining, digital channels were underperforming, and the marketing strategy lacked commercial focus.

Reverse commercial performance and return the business to profitability within one year as Head of Marketing.

Developed a 10-point turnaround strategy covering pricing, product range, and digital channel investment. Rebuilt the customer strategy from the ground up. Used GA data and customer research to reposition the peak trading campaign, rebranding Black Friday activity as Black Tag to better reflect the brand. Delivered double-digit revenue growth and 150% digital channel growth.

Averys returned to profitability for the first time in three years. The Black Tag campaign broke sales records and was repeated the following year.

→ Returned to profitability. 150% digital channel growth.

LAITHWAITES

2020–21

Peak trading campaign delivery across multiple brands

Laithwaites had no coordinated peak trading campaign plan. Activity across brands was unaligned, briefing was ad hoc, and there was no single view of the 40-day trading period across CRM, digital, and campaign teams.

Build a fully coordinated peak trading plan across Laithwaites, Sunday Times Wine Club, and BA Wine Flyer in time for the most commercially critical period of the year.

Developed a comprehensive 40-day campaign roadmap mapping every touchpoint across email, digital, and CRM channels. Briefed all stakeholders against the plan, aligned creative and technical teams, and maintained delivery cadence throughout the trading period.

Record peak trading delivered. The plan was adopted as the standard template for future peak periods across the business.

→ Record peak trading delivered.

LAITHWAITES

2021

Adobe Campaign rollout and GDPR compliance

Laithwaites was launching Adobe Campaign as its new CRM platform. The migration required a full review of customer data, journey logic, and GDPR compliance across multiple brands simultaneously.

Lead the CRM data and compliance stream for the Adobe Campaign rollout while maintaining live campaign activity across multiple brands.

Reviewed all customer data and contact processes against GDPR requirements. Briefed the Data Protection Officer and resolved compliance gaps before launch. Led the customer journey build within Adobe Campaign, designed dynamic email templates segmented by data attributes, and oversaw testing and deployment.

Adobe Campaign launched on time with full GDPR compliance. Customer journeys live across all brands. Data operations significantly cleaner post-migration.

→ GDPR compliant launch. Dynamic journeys live across all brands.