Selected roles and impact.
At Findmypast, I lead a team responsible for CRM strategy, driving engagement, retention, and subscription growth across email, push, and in-app messaging. Every campaign is a chance to reconnect users with their family stories, helping them discover hidden chapters in their history while ensuring the business sees measurable returns.
- Migrated millions of customers from Selligent to Iterable improving deliverability and personalisation in the process.
- Increased customer-triggered comms from 15% to 65% of all messages, making messages more relevant and timely.
- Increased free trial conversion rates by 5.5% and grew overall paid subscriptions by 16.7%.
Betting and horse racing are unpredictable, fast-paced, and sometimes chaotic. My job? Keep the CRM strategy ahead of the race. I managed email, SMS, push, and direct mail, turning them into real revenue-drivers while staying compliant with strict gambling regulations.
- Grew CRM revenue by 54.4% year-over-year
- Delivered highly personalised race-day emails and push messages using Iterable and Movable Ink, with live odds, leaderboards, and value statements that kept customers engaged.
- Managed the migration from SendGrid to Iterable, improving segmentation, automation, and reporting while navigating complex regulatory challenges.
Airports never sleep. Neither did our CRM strategy. I worked across Manchester, Stansted, and East Midlands airports, ensuring that our emails, SMS, and direct mail campaigns kept passengers informed, engaged, and spending.
- Delivered over 300 million emails a year, working at massive scale while keeping messaging relevant and effective.
- Played a key role in the migration from Eloqua to Salesforce Marketing Cloud, improving automation, segmentation, and reporting across the business.
- Drove millions in direct revenue through carefully planned and tested email and SMS campaigns.
I worked in the English Language Teaching division, where email marketing had to work across multiple countries, languages, and business needs. From Japan to Spain, South Korea to Switzerland, I helped local teams tailor campaigns to their markets while keeping everything aligned to the bigger strategy.
- Led the migration from Adestra to DotDigital, improving automation and personalisation across OUP's global teams.
- Delivered 1,200+ email campaigns a year across international markets, averaging a 30% open rate and 8–12% click through Rate - above industry benchmarks at the time.
- Trained marketing teams in Japan, South Korea, Spain, Germany and Switzerland, ensuring email best practice was embedded worldwide.
