Digitally transforming UK's largest shopping centre business in the age of retail apocalypse

Actions

• Delivered Digital and Customer Experience Strategy that was followed to a T for delivering key projects and aligning intu management with shopping centres.

• End-to-end planning and execution of responsive site intu.co.uk with a hands-on approach to design, running workshops, requirements sessions and research studies.

• Hiring, coaching and leading UX, Design and Content teams focusing on collaboration, visibility and accountability.

• Delivered design guidelines and experience language for content publishers, marketers, designers and external agencies.

• Improvised processes to integrate UX & tech teams with a data-centric, mobile-first and agile approach to product development.

• Led the implementation of the new brand - intu (previously known as Capital Shopping Centres) across all digital properties.

• Delivered various multichannel campaigns, e.g. Rugby World Cup, Christmas & Black Friday.

• Introduced new initiatives by bringing in external companies and hiring contractors as needed.

• Built and executed the long-term vision and strategy for intu’s Multichannel proposition.

Results

• Generated and validated a new revenue stream for intu.co.uk based on affiliate commissions and ads, which attracted further investment and buy-in from the wider intu group.

• Doubled the user base and increased engagement by 3.5x to reach a sustainable ad-based model delivering > 1.8% CTR (higher than the industry standard).

• Built the most efficient and productive team in the organisation while increasing the quality of work massively (as reflected in my annual performance review).

• Improved design and content quality as a result of the alignment of multiple teams across shopping centres and external agencies with the use of guidelines, workshops and experience language.

• Built content readership from the bottom up with insights from user research, testing and shop-along research studies within centres.

• Increased subscriber database by 350% by redesigning WiFi mobile experience, improving signup flows and providing value-added content in email newsletters.