CRM Data and Delivery Executive - Leeds Building Society - Leeds, UK
(2025-06)
- Built an LLM-powered compliance review tool that automated the checking of customer-facing communications against the FCA handbook, eliminating manual bottlenecks in the sign-off process, reducing review SLA and enabling faster, more reliable campaign approval across the team.
- Led cross-functional onboarding and campaign delivery across brand, product, risk and operations teams, managing over 200 product types with full audit compliance at each stage translating complex regulatory requirements into repeatable, team-ready workflows.
- Drove programme optimisation through Power BI dashboards and targeted member segmentation, achieving a 22% uplift in email open rates and a 12% improvement in click-through rates with findings packaged into reusable playbooks shared across the CRM function.
- Managed stakeholder co-ordination and critical path planning across concurrent regulatory campaigns, maintaining zero compliance breaches across all regulated communications and serving as the go to resource for compliance guidance within the team.
- Renegotiated direct mail supplier contracts following identification of cost inefficiencies, delivering £110,000 in savings within a single financial year. Recognised with an Excellence in Action award.
CRM Executive - Leeds Building Society - Leeds, UK
(2023-05 - 2025-05)
- Identified and resolved inefficiencies in customer onboarding communications by introducing automated templates and structured workflow documentation, reducing SLA processing time by 25%, improving programme reliability and significantly reducing reliance on manual intervention.
- Designed and delivered internal training on CRM workflows and campaign processes, including structured sessions for the RACE Forum on communication best practice building confidence across teams and ensuring consistent, compliant messaging at scale.
- Developed a content and testing strategy for Society News that delivered a 60% year-on-year increase in newsletter sign-ups (2,366 in 2024 vs 1,472 in 2023) and a 3.2% uplift in member inflows underpinned by a structured, role-mapped audience engagement framework.
- Co-designed an 80% member match-back model with the data team, increasing identified newsletter subscribers by up to 30%, and ran an incremental permissions test yielding a 0.2% uplift in account openings.
- Recognised for end-to-end ownership of high profile member communications with zero compliance breaches across the full programme portfolio, covering regulatory and commercial campaigns.
CRM and Direct Marketing Executive - LampShop Online
(2021-01 - 2023-04)
- Planned and executed multi-channel campaigns across email, SMS and push notifications, building audience-segmented strategies from data insight through to post-campaign evaluation and documenting these into repeatable playbooks for team use.
- Delivered 23% revenue growth and a 17% YoY increase in new customer acquisition through targeted, data segmented campaign strategies establishing a scalable audience first model adopted across the wider marketing team.
- Personalised segmentation strategy delivered 23% revenue growth and established a repeatable, team-wide audience-first campaign framework.
Patient Service Co-ordinator - NHS ICS Health and Wellbeing
(2019-08 - 2020-12)
- Co-ordinated communication activity across a complex multi-service environment, ensuring patients received timely and accurate information at every stage of their care journey.
- Redesigned patient journey communication touchpoints following identification of gaps in timing and message clarity, achieving a 74% patient retention success rate.
