I’m a customer engagement and loyalty specialist with 16 years’ experience shaping retention, CRM and digital adoption across brands including BMW, Sky, British Gas, Virgin Media O2 and now Krispy Kreme UK. My strength is making customer experience commercially valuable, turning insight into action, improving journeys, and building communications that drive habit, engagement and long-term value. I balance creativity with data: understanding customer behaviour, designing solutions that feel intuitive, and measuring impact clearly so teams know what’s working and what isn’t. I enjoy fast-paced, high-growth environments where expectations are ambitious and collaboration matters. I’m hands-on when needed, strategic when it counts, and always focused on clarity, prioritisation and clean delivery. I work closely with Retail, Marketing, Digital, Product and BI teams to bring ideas to life in a way that feels consistent, brand-aligned and customer-first. Above all, I care about doing work that actually improves the experience, not just adding noise, but building something that lasts.