In my latest role at this global crypto exchange, I was single-handedly responsible for the creation of multi-channel GTM strategies for our 13 million global customers, launching coins, new payment methods, app features and security improvements. I was also the go-to person for last-minute reactionary communication campaigns, coordinating with PR, Social, Product, UX, Legal and Country Marketing teams. Some of my biggest projects were:

- Relaunching operations in Nigeria after the crypto ban, our most profitable core market, contributing to more than 35% of our revenue

- Overhauling and revamping the entire education, onboarding, retention, cross-sell and VIP CRM programmes, increasing engagement by 18% on average

- Carrying out an organisation-wide communications audit, spanning over 3,000 automated email messages, pushes, SMSes, in-apps, secure messages, customer-service initiated contacts and CRM comms, optimising all content for brand, tone and accuracy

I started as a Communications Manager and was quickly promoted to Senior Communications Manager. In my stint at ii, we acquired multiple large competitors, leading to onboarding over 300,000 customers and over £30 billion in customer assets. The regulatory environment meant following a stringent and auditable communications campaign – and I led and managed it all.

Key achievements:

- Owning all CRM communications, spanning email, in-app, push, secure messaging as well as managing letter production and print-house relationships

- Being the Marketing Lead on large data clean-up projects to implement Single Client View (SCV), overhaul customer account access for trustee and pension accounts

- Creating and implementing a comprehensive debt recovery programme to raise revenue for the business for non-payment of subscription fees which while unpopular, was commercially vital

In this copy-focused role, I worked on a breadth and depth of content to support the HR, insurance and business services arm of Peninsula. Highlights:

- Wrote three weekly soft nurture articles included in the newsletter to encourage subscription to new services, e.g. fire insurance or HR support - one resulted in revenue of c.£25,000 following a fire safety article which sold a free Health & Safety audit with insurance up-sell

- Was solely responsible for the bi-weekly newsletter with readership of over 30,000 small business owners with an average open rate of 34%

- Owned all CRM email communications for the PBS brand from a copy and design perspective, with focus on subject line testing and A/B content testing, taking an iterative test and learn approach

- Produced a Case Study prospectus, interviewing key high-profile clients and working with designers to take it through from draft to print house which was then used as print collateral a VIP client event