Digital Product Owner
Motorpoint
Total years of experience :16 years, 10 Months
- Delivering the commercial product roadmap: Responsible for delivering a series of features which
have directly positively impacted sales and conversion. Features which have been deployed via the
website have included new Product Listing and Product Detail pages, Wishlist & Vehicle Alert
capabilities as well as an enhanced Image + Video Gallery.
- Backlog Prioritisation: Creating user stories and managing an up-to-date backlog to ensure
development teams have a prioritised workload in line with the product strategy to ensure healthy
returns in value to the organisation.
- Agile ceremonies: Leading Agile ceremonies which include discovery and backlog refinement sessions to ensure business requirements are translated and collectively understood amongst engineering squads for an efficient path to delivery.
- Leading cross-functional teams: Being the fulcrum for bringing Design, UX, Content and Engineering squads into delivering enhancements across bi-weekly sprints.
- Product demos: Ensuring key stakeholders are kept abreast of ongoing development work and are
informed by way of product demos to visualise and provide any feedback in advance of features which are due to be released.
- UAT & Stakeholder reviews: Facilitates the user acceptance criteria in line with business expectations before the feature is handed to the business for a Go/No Go decision.
• Responsible for executing customer journeys for the Black+Decker brand:
- Working alongside ecommerce & technical development teams to deliver Germany’s first Direct To Consumer (DTC) website with imminent plans for rollout into multiple markets in 2022.
- Delivering a product registration journey to enable customers to successfully register their products upon creating a MyBlack+Decker account
- Project managing the delivery of cart recovery functionality together with executing follow up journeys based on user behaviour and segmentation.
- Working on the delivery of a modal feature with multiple applications which includes the ability to capture signs ups for marketable end users, customer profiling and browser exit prevention strategies.
- Developed and implemented a ‘Welcome’ foundational journey to welcome new users to the Black+Decker which also involves requesting information from users to deliver a more personalised follow up experience.
• Responsible for the delivery of npower’s digital home move capability: Working in Scrum to deliver the best possible online experience for customers choosing to complete their moving home energy switch.
• Commercial focus: Ensuring commercial teams are communicated to at every stage against the roadmap of activity of agreed deliverables between digital & commercial teams.
• Reducing back-office reliance & costs: Enabled more customers to transact online when informing npower of a home move versus traditional methods thereby deflecting inbound calls to service teams.
• Feature improvements: Introduced enhanced features such as live chat intervention and call back functionality to reduce journey abandonment.
• Porting existing tariff: Improved the experience of customers choosing to remain on their existing tariff and complete their energy switch to their new property.
• Returning quote capability: Introduced the ability to save their existing quote and upon their returning visit, to carry on where they left off.
• Prioritisation of user story backlog: Working alongside Optimisation Leads, UX & BA’s to ensure a prioritised backlog of user stories to be delivered in upcoming sprints.
• Data analytics & performance: Collaborating with the web analytics team to communicate business benefits of recent releases and to ensure the constant monitoring of results for future releases.
• Objection handling and content improvements: Proactively working alongside telephony teams to ensure that content is presented and communicated in a similar manner to how customers are handled via service teams.
• Show & Tell: Responsible for communicating new features and upcoming releases to the wider stakeholders in the business across multiple npower locations.
• Understanding business needs: Engage in pro-active dialogue with key stakeholders in order to understand pressing priorities / identify new opportunity
• New customer acquisition through the digital journey: Optimising the end-to-end sales journey online making it easier for customers to progress through quicker in line with commercial targets.
• Customer retention marketing: Responsible for retaining existing customers through a streamlined process online as well as trying to capitalise on cross-sell and up-sell touch points along the way.
• Personalisation and segmentation: Creating and delivering personalised engagement plans through rule-based segments allowing visitors to dynamically digest online content based on behavioural and attributes.
• Digital optimisation AB and MV testing: Leading and owning a testing roadmap for A/B and multi-variant tests within the commercial space to improve performance and reduce drop-out rates across core user journeys.
• Lead abandonment strategies: Shaping and aligning interventions through basket abandonment tactics and cross channels such as web chat and voice channels to help move abandoned visitors down the sales funnels.
• Agile deliverables: Providing insights and working alongside Product Owners and scrum teams to ensure that a backlog list of improvements to key journey points is seen through from start to finish.
• Digital advocate for stakeholder management: Key representative and contributor at regular meetings with commercial stakeholders to provide regular updates against performance and deliveries.
• Competitor intelligence and insight: Proactively checking and reporting on competitor moves enabling appropriate responses to maintain position and gain competitive edge.
• Project management: Responsible for delivering a variety of changes on the website which are out of scope from the digital programme roadmap. Working in sprints to managing resource for UX, copy and design to ensure the requirements are fully met against stakeholder expectations.
• Multi-device conversion improvement: Driving improvements across multiple devices including mobile and tablet users to ensure a seamless multi-device user experience.
• Vendor management: Key point of contact for vendor relations to ensure that all outsourced digital initiatives are aligned with ROI and budgets set out in the digital plan.
• Understanding the customer & market: Responsible for developing and implementing buyer persona and keyword research.
• Customer retention marketing: Leveraged intelligent data for advanced prospect and customer segmentation to help deliver winning campaigns.
• Personalisation and segmentation: Created and delivered remarkable and relevant across SEO, PPC, mobile, social and email channels.
• Digital optimisation AB and MV testing: Used SEO platforms Brightedge and MOZ for industry-led improvements to increase traffic.
• Improving ROI on paid search: Improved the quality score, click-through & conversion rates, CPC and wasted spend on paid campaigns.
• Feeding the sales funnel with quality leads: Increased the number of Marketing Qualified Leads (MQLs) who went on to become sales qualified. (SQLs) through clever marketing automation (Marketo)
• Boosting sales conversions: Led on initiatives to improve the lead to opportunity conversions.
• User testing and experience: Ensured that visitors received the best possible experience through constant A/B and user experience testing.
• Managing vendor relations: Effectively managed agencies and vendor relationships for profitable gains.
• Analytics and reporting: Provided senior managers with regular performance updates and insights across all digital initiatives.
Reporting to the Head of Marketing, I was the guardian for digital channels across search, SEM, email and social channels. Project managed the design and development of a lead-generating website. Led the successful migration of one of Exemplas' affiliate company's website into a new design and platform. Successfully implemented a marketing automation platform (Silverpop) with nurture flows in close collaboration with the CRM team. Worked closely with Marcoms to develop engaging content for new prospects and customers including video animations and infographics. Provided marketing intelligence through analytics and reporting.
In close collaboration with the Head of Communications, I was involved with successfully implementing the Exemplas' new brand identity. Project managed external design and content agencies over a pressing schedule and within budget. Highly involved with communicating the new identity and corporate messaging to internal stakeholders. A brand guardian advice internal staff on all brand identity guidelines. Supporting the events teams at various industry-led conferences to raise the profile of the Exemplas brand.
Awarded Top Wolrdwide Student in Emerging Themes Unit for Chartered Institute of Marketing Postgraduate Diploma 2010.
Graduated with an Upper Second Class (2.1) BSc (Hons) Degree in Marketing