Sony Music Entertainment

Spearheading CRM, website and SEO strategies to drive e-commerce revenues and audience growth. I have developed, and continue to enhance, an integrated owned media ecosystem to build and serve audiences and deliver on business objectives by driving direct marketing, digital advertising and e-commerce using first party data.

CRM | Email Marketing | SMS | Push | Website Production | Content Management | e-commerce | SEO | Affiliate Marketing | Data Acquisition | Snowflake | Shopify | Salesforce | WhatsApp | Hightouch | Google Analytics

- Delivered 50% of the D2C e-commerce revenues for Sony Music UK’s signed artists through optimisation of email, SMS, artist websites and SEO channels
- Generated improvements in PPC by synching targeted first party data segments into social media platforms for digital advertising via Hightouch 

Current projects include:
- Lead role in project managing the development and promotion of an ecommerce store featuring over 1,500 products
- Audience insight and engagement via digital wallet activations on mobile devices
- Enhancing proprietary website content management system with performance improvements and new capabilities, powering over 200 artist websites
- Automated data analysis to create audience cohorts and reward fan loyalty
- Licensing new data acquisition tools

Senior Director of CRM & Owned Platforms

Overseeing the acquisition of demographic, behavioural and transactional customer data for monetisation.

-	Drove 50% of D2C e-commerce revenues for Sony-signed artists via email, artist websites and organic search
-	Devised the ‘360 View of the Fan’ single customer view - adopted as the linchpin of global CRM strategy
-	Generated over 30 billion rows of behavioural data
-	Activated transactional data from 49 e-commerce stores for enhanced targeting and personalisation
-	Launched 40+ SEO-optimised artist websites annually, driving >16m sessions per year

Director of CRM & Owned Platforms

Driving CRM strategy and technology enhancements to continuously enhance CRM & personalisation capabilities, as well as overseeing the Sony Music UK brand on social media. 

- Proved the value of owned platforms by launching e-commerce dashboards via Google Analytics and Data Studio to analyse marketing channel performance
- Drove innovation through a dynamic Spotify playlist module for email marketing and a global code redemption platform
- Role then extended to oversee website operations and digital development

Director of CRM

Steering global CRM strategy and capabilities.

- Overhauled CRM capability by leading global RFP to implement Salesforce Marketing Cloud
- Expanded CRM technological capabilities by negotiating licences for Movable Ink, The Appreciation Engine and dotMailer
- Pioneered global, proprietary 'Fan Connect' data acquisition platform
- Launched unique code functionality for ticket pre-sale campaigns
- Developed the Sony Music UK brand on social media
- Nurtured six interns into various roles

Head of CRM

Planned and executed artist CRM campaigns all the way through the funnel. From data acquisition to identifying target audiences through segmentation and deploying email marketing and SMS.

Selected and assisted with global roll-out of Adobe Campaign and won Sony Music Ideas Panel Award for affiliate marketing.

Direct Marketing Manager

Renault UK

Managed >2,000 products; point of contact for 36 field staff; £1 million budget

- Designed strategic product promotional campaigns, including forecasting, stock control & producing marketing material
- Improved body shop efficiency by overhauling the paint machine infrastructure
- Developed an in-house email marketing system
- Edited the Ixell website and worldwide Ixell News publication

Product Manager, Ixell Paint & Consumables

- Aligned the Parts Marketing division’s strategy with the UK-wide car dealer network by organising a multi-event roadshow for executives
- Structured a national incentive programme and managed the After Sales bonus for over 300 dealerships

Manager, Market & Competitor Analysis

Renault UK Graduate Scheme

Commercially driven, experienced digital leader specialising in CRM who balances creativity and big-picture strategy with technological proficiency. A respected, global team player with a proven ability to drive e-commerce revenues, enhance technological capability and nurture multi-functional teams.

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