Converging marketing,
technology & data.

A team oriented, versatile, flexible and highly solution focused Digital professional with 17 years commercial experience problem-solving in fast paced environments.

  • Understanding customer’s wants & needs is critical to successful growth & delivery.

    Taking a customer-centric standpoint and focusing on outcomes its possible to make impactful change on a business.

    Combining disparate datasets demographic data with user interviews, screen recordings, web analytics and proprietary data its possible to better understand where your product is hitting in the market and where other opportunities exist.

  • Proposal

    With a solid understanding of the customers wants & needs a product proposal can be generated. Identifying the target market, potential price and therefore likely uplift on sales and ARPU.

    Review & Teamworking

    This concept can then be shared with internal stakeholders for feedback to ensure that additional pressure that might otherwise be brought to bear on other teams can be mitigated.

    Once the concept is agreed a gap analysis can be conducted followed by the creation of user and data flows which are then circulated to be agreed by core stakeholders, these are then passed to the developers for prototyping.

    Gap Analysis & Flows

    Process & Data mapping is critical as it sets expectations and aligns all teams so they know what is being built.

    Protyping

    Once the prototype is ready it is shared back to the core stakeholders for review and, depending on the nature of the product, a user trial run conducted.

    Ship fast, ship often

    When the MVP is signed off it should ship early to ensure that it can gather data in the public domain as soon as possible for further refinement.

  • Function defines form

    It’s easier to make a fast car pretty than a pretty car fast!

    Wireframing

    Defining an experience through a process of refining Wireframes will lead to a more user centric and relatable experience regardless of whether the design is for customer or colleague.

    Getting the user to the key goal as soon as possible with the least increases the chances of a sale or the capture of a valuable lead.

    Branding & core messaging

    However that should not be at the detriment of branding which should be front and center. Core messaging encouraging the user to make the right choice on the simplest way possible, using friendly and engaging language applied over the top of a well designed journey allows a picture to be built of the customer in a non-obtrusive manner.

    SEO & SEM

    Particular care should be taken to keyword optimise and target the landing page both through on page content and meta-data, especially if the page is being used as a landing page for PPC ads as this can help optimise CPC costs.

  • Brand recognition

    Brands need to be evocative and speak to consumers needs.

    They need to be concise and targeted, what problem is the product trying to trying to solve and why should the target user care?

    Integrated creatives

    Campaigns should be designed from the ground up with a solid relevant message with great storytelling at their core.

    The message should be easy to convey through video, audio, display, text and print.

    Traditional

    Traditional advertising isn’t dead, its still part of the mix, used in a targeted way backed by digital data it can be used far more effectively than just a blanket approach minimising wastage on spend.


I’ve always enjoyed
making things.

From sketches on a piece of paper, creating processes or taking photographs
seeing an idea with purpose realised gives me immense satisfaction. 

I love to learn,
change & grow.

I’m always up for a challenge, give me the objective & the parameters and I’ll get into the data and start planning. I won’t be afraid to ask questions and focus on delivering what’s valuable.

Collaboration makes the product stronger.

The greatest products are simple & universal. however having a diverse skills set doesn’t mean that you have a diverse perspective, users have differing needs and experiences.

Seeking out answers and not being afraid to ask questions is key to success.

I’m equally at home talking about marketing, data, design & tech, but more importantly listening to what users have to say.

There’s a lot of tools in my toolkit!

  • High Level Leadership

    • Digital Strategy

    • Agile Methodologies

    • Cross-Functional Team Leadership and Mentoring

    • Information Design

    Objective planning

    • Data Analysis

    • Product Research

    • UX, UI and Data Flow Design

    Research & User behaviour

    • Microsoft Clarity

    • HotJar

    Process Design:

    User Stories & Documentation

    Management

    • Line Management

    • Budget Management

  • Search Engine Optimization

    • SEMRUSH

    • AHREFS

    • Screaming Frog

    • Moz

    • SpyFu

    • ChatGPT (for SEO content creation)

    Google Suite

    • GA4 & Search Console

    • Google Ads

    • Google Tag Manager

    • Google Merchant Center

    Social Media Advertising & Reporting

    • Meta

    • Tik Tok

    • LinkedIn

    • Spotify

    CMS

    • WordPress

    • SquareSpace

    • DatoCMS

    CRM

    • Salesforce

    Email Marketing

    • MJML

    • Acoustic Campaign

    • Salesforce Marketing Cloud

    Affiliate Marketing

    • AWIN

    Data Tools

    • AWS Quicksight

    • Ecanvasser

    • Polymer Search

  • Web & Graphic Design

    • Photoshop

    • Illustrator

    • Acrobat Pro

    Video

    • Premiere Pro

    • DaVinci Resolve

    • OBS

    SEO Copywriting

    • Chat GPT

    AI Art

    • Stable Diffusion

Recent Achievements

My current role at Lit Fibre as Digital Product Owner encompasses both Digital Marketing & Product as well as Line Management responsibilities.

Working closely with Designers, Marketers, CX, Developers, Data Analysts & external suppliers -
I have implemented measures to significantly improve Lit Fibre’s business intelligence and marketing data whilst bringing new products to market.

  • Re-designing the sales funnel on LitFibre.com for both internal users and website customers to:

    • Increase engagement

    • Refine user experience

    • Improving data capture

    • Improve tracking & PPC targeting

    • Seamlessly integrate ‘One Touch Switch’

  • When I first arrived at Lit Fibre there was no e-commerce tracking setup.

    Working closely with our development teams. Lit Fibre now has fully compliant GA4 e-commerce tracking, as well as full funnel tracking for all major Social Media Networks. Supplemented with Data from external datasets to improve our business intelligence.

  • With the acquisition of Lit Fibre by City Fibre our previous logistics system was unsustainable.

    Working closely with our CTO, CX, development teams & external suppliers I formulated an approach to extend and automate the data flow to facilitate outbound and return logistics.

    This also extended to commissioning colour coded packaging & marketing materials for the devices to facilitate customer self-installs for both new business and replacements.

    All areas of the business have been very happy with this system and it continues to be improved upon.

  • Inception of two new add-on products to support our existing Lit Hub product.

    Increasing both range (Lit WiFi) and concurrency (Lit Hub Pro)

  • Commissioning our advertising agency to produce integrated video and audio campaigns in order to widen our reach through PPC and Social Media.

    Combining these with a dynamic product feed resulted in an immediate 3x improvement of CTR.