Digital Strategy & Optimisation - Mobile/Web/eCare/Social Media/UCD/UX at HSBC
From January 1, 2010 and still in this role.

Responsible for setting the vision, strategy and delivering significant sales and service improvements through the digital development of UK Commercial Website, Internet Banking (eCare) and mobile & social proposition, including: • Defining & implementing strategy for increasing penetration of online activity, self service and sales by reducing costs and increasing sales – target £20m increase over 3 years; • Subject matter expert for EU Cookie Directive compliance (UK Commercial Banking) – sales risk mitigation; • Internal consultant and subject matter expert for HSBC’s Global CRM system replacement, and sales targeting systems including integration with SEM; • Site usability/user centred design, Multi Variant Testing implementation and user research; • Joining up the channels: data, analysis, segmentation, targeting and sales; • Joint lead on iPhone and Wedtouch IA and user experience for BIB • Project & stakeholder management; plus • Web analytics/metrics (Web Trends/in house), IT coding efficiencies. Achievements • Defined and delivered strategy for increasing Business Internet Banking (BIB) engagement and cross sales by £20m+ in 3 years – 1st stage implemented with incremental income of £7m+, sales conversion rates up 75%-370%+. • Implemented strategy for IT code efficiencies – est. £2m+ savings over 3 years • Lead all user research projects for UK Commercial web/BIB, driving substantial benefits in user experience and leading to a radical re-engineering of BIB IA and navigation – delivered est. £3m+ additional sales p.a. and 1.2m+ visits p.a. to new/unused functionality over 3 years. • Highly successful iPhone app & Webtouch site launched May’11 – 4* rated app with 275k+ app downloads, 820k+ logons, 1.1m a/c views and 222k+ payments • Significant contribution to design and functionality of HSBC’s global account CRM systems and targeted marketing capability.

Senior Manager, Digital Customer Experience & Sales Optimisation at HSBC
From July 1, 2008 until January 1, 2010.

Head of a team responsible for the sales development, SEO and user experience of the UK Commercial Website. Key responsibilities: • Achieving stretching sales targets for digital (positive growth vs negative for other channels due to recession); • Improving online experience, journey design and information architecture; • Site usability and user research; • Subject Matter Expert for UK Commercial & HSBC’s global Account Opening & Metrics workstreams. • Site content and copy management; • On-site sales optimisation and conversion, cross sell and up sell; • Search Engine Optimisation (SEO) and Search Engine Marketing (SEM); • Project management & stakeholder management; and • Web analytics/metrics (Web Trends). Achievements • Delivered incremental sales of 15%+ (equiv $5.7m) for digital vs reduction in other channels • Devised and commissioned large-scale usability studies resulting in detailed prototypes for 3 product segments. Launched 4 client segments channelling customers to specific product and services pages for the public facing business homepage ahead of the major redesign project. • Implemented major public website redesign (18 month project) • Complete overhaul of the UK CMB website tagging structure leading to dramatically improved web analytics capability. • Significant contribution to design and functionality of HSBC’s global account opening functionality

Head of Online Sales, UK CMB at HSBC
From August 1, 2005 until July 1, 2008.

Head of a team responsible for sales growth, improved sales experience on the CMB Website & increased Business Internet Banking registration. Responsible for: • Achieving significant multi-channel sales targets; • Improving online customer experience and journey design; • On-site sales optimisation and conversion, cross sell and up sell; • Search Engine Optimisation (SEO); • Site usability and user research; • Development of content and application forms • Influencing implementation and development of offline fulfilment processes • Project management & stakeholder management; and • Web analytics/metrics (Web Trends). Achievements • Delivered market leading propositions online which generated sales equivalent to $38m p.a. for both ‘e’ and ‘t’ channels, and increased online fulfilment capability by 100%+, by developing new online application processes, forms and quote tools. • Introduced SEO disciplines/copywriting skills in HSBC with radical improvements in SERP rankings – from page15+ to top 5 listing (page 1) • Delivered extensive and market leading staff training for SEO, content creation, copy writing and customer sales experience. • Saw one of the highest engagement/leadership scores from staff (85%+).

Manager, Sales Management Team, Electronic Services at HSBC
From January 1, 2002 until August 1, 2005.

Head of a team responsible for sales management of digital PFS channel. Responsibilities included:- • Creating a dedicated digital sales team, defining digital sales principles and implementing a digital sales culture • Creating and enhancing the online sales capability of PFS website and PIB (Personal Internet Banking); • On-site sales optimisation and conversion, cross sell and up sell; • Generating cross sale and multi-channel referral opportunities & systems; • Creating and improving MI capture and reporting; Achievements • Developed the principle of sales management for online sales of HSBC products and services, and introduced HSBC’s first UK online sales functionality and data capture; • Designed and improved channel hand-off capabilities (telephone, web chat, call-backs) • Responsible for kick-starting HSBC’s online sales capability, delivering £8m in 2002 • Established the principle of product promotion and sale within PIB (2002)