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Since moving from the charity sector into retail, I have built a career growing business, through online growth and building customer loyalty. Specialising in digital marketing and CRM, I have championed the use of data to build personalised customer experiences with brands, helping create lasting relationships between retailers and their consumers. While working as a consultant for many of the UK’s leading loyalty schemes (Pets At Home, Lakeland, American Golf, Dobbies) I have won awards for effective, well designed loyalty programmes that have grown the brand’s customer base and it’s value. Since joining TFG in 2021, I have overseen the implementation of a customer first approach to the business, continually growing the customer base, it’s value and online sales. I have brought digital marketing in-house more than once, and successfully used paid media to acquire customers in the UK and internationally.