My CV

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EXECUTIVE SUMMARY

I am a Data Strategy & Commercial Systems Leader with an MSc in Marketing and extensive experience architecting customer data infrastructure that drives revenue. I bridge technical implementation and commercial outcomes, specialising in CDP implementations, full analytics suite implementation and optimisation, marketing technology orchestration, and translating complex technical capability into business value. I’ve led transformations from struggling technical implementations to strategic assets that unlock multi-million dollar partnerships, consistently securing executive investment by connecting data infrastructure to measurable commercial returns.

SKILLS

Data Strategy & Architecture • CDP Implementation • Marketing Technology Orchestration • Cross-Organisational Technical Leadership • Performance Marketing & Media Strategy • Enterprise Analytics Infrastructure • Commercial Systems Design • Stakeholder Translation & Executive Buy-in

EXPERIENCE

Vice President, Data & Personalisation – WTA Ventures, Feb 2025 – current

  • Rescued struggling CDP implementation and repositioned it as foundation for multi-million dollar ATP partnership, coordinating technical teams across three organisations (WTA, ATP, ATP Media) to design shared data model for 2026 app launch
  • Secured six-figure investment for modern analytics infrastructure (GA360, Looker Enterprise, BigQuery) by connecting technical capability to business needs: sponsor insights, attribution clarity, and intelligent targeting
  • Architected data infrastructure with AI-readiness as core design principle, positioning platform to enable ML deployment and predictive models feeding insights across multiple teams
  • Delivered board’s database growth target despite loss of major driver, managing seven-figure media budget whilst shifting organisation from viewing data as “reporting” to data as “commercial asset”
  • Designed personalisation frameworks across digital touchpoints, implementing real-time decisioning logic for fan engagement and establishing foundation for recommendation engines and predictive targeting

Wagamama Feb 2019 – Dec 2024: 3 roles:

Role 3: Head of Data & Digital Transformation – Wagamama, Sept 2023 – Jan 2025

  • Secured executive buy-in for complete digital transformation, taking organisation from no customer data in 2019 to fully data-driven loyalty programme launching July 2024
  • Spearheaded customer data platform implementation, modernising CRM strategy and building complete MarTech stack that enabled performance marketing excellence and loyalty programme success
  • Transformed media buying using data-driven multichannel approach, implementing data clean room for second-party data partnerships with Deliveroo and attribution model that increased ROAS from 2:1 to 5:1, resulting in 60% improvement in performance marketing results
  • Enhanced CRM capabilities driving 30% increase in customer engagement, 33% boost in email engagement, and doubling of email-associated revenue
  • Pioneered digital-first innovations including e-commerce tracking model and in-house pay-on-phone solution, achieving 50% adoption rate and 19% increase in tip value

Role 2: Senior Digital Marketing Manager – Wagamama, Feb 2021 – Aug 2023

  • Led performance marketing strategy across six-figure budgets, implementing sophisticated attribution and measurement frameworks
  • Directed cross-functional project teams, fostering high-performance culture that delivered 10% above-market performance during challenging conditions

Role 1: Digital Marketing Manager – The Restaurant Group, Feb 2019 – Jan 2021

  • Created and delivered digital strategy across multiple brands, managing digital team to deliver in-house capabilities across website, app, social media, search, media and CRM
  • Redesigned media plans solving ROI measurement challenges, increasing stakeholder confidence and delivering 50-125% growth in ROI across all channels
  • Implemented value and behaviour-led segmentation driving 60% improvement in response and conversion rates plus increased Average Order Value

Two Contract Roles 2018-2019:

Role 2: Interim Head of Paid Media – MintTwist (Contract), Sept 2018 – Feb 2019

  • Managed digital advertising for City University, Goldsmiths College and Cass Business School, boosting applications and brand awareness

Role 1: Head of Marketing – Ennovation House (Contract), Feb 2018 – Sept 2018

  • Established and led London office, managing team of 8 to deliver new e-commerce website with 1,500 optimised pages in six months

Digital Marketing Manager – Natterbox & Red Matter, Jan 2017 – Feb 2018

  • Achieved 67% year-on-year revenue growth from digital channels and 25% lead growth
  • Implemented content strategy using market intelligence, redesigned lead funnel decreasing acquisition costs whilst increasing absolute lead volume

Chief Digital Officer – Clinova, Apr 2016 – Jan 2017

  • Developed and implemented digital marketing strategy across four brands and e-commerce websites, driving 500% traffic growth and 250% revenue increase across all channels
  • Achieved top ranking in UK for main category keyword “Electrolyte Tablets” from position 50

Website Manager: Digital Marketing – Wisby, Oct 2014 – Apr 2016

  • Tripled site content, resulting in 614% growth in SEO traffic and top 3 ranking in Google for medical keywords, driving 318% growth in revenue
  • Won award for best website growth 2015

Previous roles: Sales and marketing positions in Norway and Germany, 2006-2014

EDUCATION

Master of Marketing, 2012-2013. Griffith University, Australia
Strategy, 2008. Buskerud University College, Norway
Bachelor of Marketing Communication, 2003-2006. Norwegian School of Management, Trondheim
Certified across range of CRM, CDP and MarTech systems