Head of Digital at Airband Community Internet (2026-01 – Present)
Promoted from Digital Marketing Manager in recognition of consistent, record-breaking commercial results and proven leadership.
- Grew the website into Airband's largest sales channel, delivering a 56% YoY revenue increase and continuing a multi-year run of record results
- Drove Google Ads purchase revenue up 70% YoY and paid social purchase revenue up 64% YoY on just a 12% increase in spend, maintaining ~5x ROAS based on customer lifetime value
- Led digital's role in new product launch, including go-to-market activity strategy
- Introduced a new online upgrade journey with supporting automated communications, and expanded online ordering to new connectivity types
- Built a reporting framework to demonstrate digital marketing's direct impact on business KPIs for the Leadership Team and Board
- Monitor and interpret performance data across all digital channels and the customer journey to spot opportunities and direct budget and resource where they'll have the greatest impact
Digital Marketing Manager at Airband Community Internet (2020-12 – 2026-01)
Led Airband's in-house digital marketing team and external consultants, owning the strategy, delivery and results of the website, paid search, paid social, SEO, email marketing, affiliate and referral programmes.
- Grew online orders year after year: up 100%+ in the first 12 months, with record-breaking growth every year since
- Increased online order conversion rate by 75%+ through continuous CRO
- Designed and implemented automated email and workflow journeys, driving a 40%+ increase in online orders and lead generation
- Delivered a full rebrand across all digital touchpoints, including websites, email, paid and social channels
- Introduced and grew new revenue channels: affiliate marketing and Airband's customer referral platform
- Managed large-scale operational rollouts through digital, such as business-wide re-tariffing with zero disruption to customer experience
- Designed automated customer review email invite journeys, lifting Airband's Trustpilot from 3.4 to 4.3+
- Built and developed the in-house digital team from the ground up, including mentoring an apprentice to a distinction and an Apprentice of the Year nomination
Owner, UX Design and Digital Marketing at DW Design (2005-04 – 2020-12)
Worked closely with small and medium-sized businesses across a range of sectors to grow their brand and increase sales. Retained many clients for 10+ years, becoming a trusted member of their in-house marketing teams.
New Media Specialist UK at MG Rover (2004-04 – 2005-04)
- Managed MG Rover Group UK websites, aligning content strategy with above-the-line advertising
- Project managed and redesigned the MG and Rover websites, rolled out across all nine European markets
- Delivered MG Rover Group's corporate website in a two-week turnaround
- Produced a range of new media assets: HTML emails, screensavers, banner ads and touch-screen kiosks, including kiosks for the Birmingham and Paris motor shows
Web Designer at South Staffs Water (2002-04 – 2004-03)
- Project managed, designed and created content for South Staffordshire Water Plc's website and its subsidiaries' websites
- Designed and developed an online Flash game and competition for Rapid Systems Ltd, later reused at exhibitions
- Designed and built a children's website with interactive learning tools and games
