Converging marketing, technology and data to deliver measurable digital growth.

Product Manager focused on growth, UX and operational impact.

I help organisations turn complex digital challenges into measurable results, from transforming ticketing platforms to launching full-fibre broadband products.

With over 18 years’ experience across telecoms, media, and cultural sectors, I lead cross-functional teams to design, build, and scale digital products that work. My approach blends marketing insight, data-driven strategy, and practical technology delivery, ensuring every decision is informed by user needs and business goals.

Whether defining a roadmap, leading a digital transformation, or improving UX and conversion, I focus on outcomes that help organisations grow efficiently and sustainably.

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Strategic strengths

  • Product management & delivery strategy

  • Digital transformation leadership

  • UX and data-driven optimisation

  • Marketing technology & operational scalability

Tactical expertise

  • Understanding customer’s wants & needs is critical to successful growth & delivery.

    Taking a customer-centric standpoint and focusing on outcomes its possible to make impactful change on a business.

    Combining disparate datasets demographic data with user interviews, screen recordings, web analytics and proprietary data its possible to better understand where your product is hitting in the market and where other opportunities exist.

  • Proposal

    With a solid understanding of the customers wants & needs a product proposal can be generated. Identifying the target market, potential price and therefore likely uplift on sales and ARPU.

    Review & Teamworking

    This concept can then be shared with internal stakeholders for feedback to ensure that additional pressure that might otherwise be brought to bear on other teams can be mitigated.

    Once the concept is agreed a gap analysis can be conducted followed by the creation of user and data flows which are then circulated to be agreed by core stakeholders, these are then passed to the developers for prototyping.

    Gap Analysis & Flows

    Process & Data mapping is critical as it sets expectations and aligns all teams so they know what is being built.

    Protyping

    Once the prototype is ready it is shared back to the core stakeholders for review and, depending on the nature of the product, a user trial run conducted.

    Ship fast, ship often

    When the MVP is signed off it should ship early to ensure that it can gather data in the public domain as soon as possible for further refinement.

Creative delivery

  • Function defines form

    It’s easier to make a fast car pretty than a pretty car fast!

    Wireframing

    Defining an experience through a process of refining Wireframes will lead to a more user centric and relatable experience regardless of whether the design is for customer or colleague.

    Getting the user to the key goal as soon as possible with the least increases the chances of a sale or the capture of a valuable lead.

    Branding & core messaging

    However that should not be at the detriment of branding which should be front and center. Core messaging encouraging the user to make the right choice on the simplest way possible, using friendly and engaging language applied over the top of a well designed journey allows a picture to be built of the customer in a non-obtrusive manner.

    SEO & SEM

    Particular care should be taken to keyword optimise and target the landing page both through on page content and meta-data, especially if the page is being used as a landing page for PPC ads as this can help optimise CPC costs.

  • Brand recognition

    Brands need to be evocative and speak to consumers needs.

    They need to be concise and targeted, what problem is the product trying to trying to solve and why should the target user care?

    Integrated creatives

    Campaigns should be designed from the ground up with a solid relevant message with great storytelling at their core.

    The message should be easy to convey through video, audio, display, text and print.

    Traditional

    Traditional advertising isn’t dead, its still part of the mix, used in a targeted way backed by digital data it can be used far more effectively than just a blanket approach minimising wastage on spend.

View my work

Perfection through collaboration

Great products are simple and universal - but achieving them takes more than a diverse skill set. It requires diverse perspectives. True progress happens when teams feel confident to ask questions, challenge assumptions and build together.

I bring that collaborative approach to every project, working across marketing, data, design and technology to align people, process and product. Listening to users, and to the teams who serve them, is how the best ideas take shape and deliver real value.
Let’s discuss your next digital challenge.
I’m available for product and transformation roles — or consultancy projects where marketing, data and technology need to work seamlessly together.



Discuss a role

Complex issues require a diverse toolkit!

  • High Level Leadership

    • Digital Strategy

    • Agile Methodologies

    • Cross-Functional Team Leadership and Mentoring

    • Information Design

    Objective planning

    • Data Analysis

    • Product Research

    • UX, UI and Data Flow Design

    Research & User behaviour

    • Microsoft Clarity

    • HotJar

    Process Design:

    User Stories & Documentation

    Management

    • Line Management

    • Budget Management

  • Search Engine Optimization

    • SEMRUSH

    • AHREFS

    • Screaming Frog

    • Moz

    • SpyFu

    • ChatGPT (for SEO content creation)

    Google Suite

    • GA4 & Search Console

    • Google Ads

    • Google Tag Manager

    • Google Merchant Center

    Social Media Advertising & Reporting

    • Meta

    • Tik Tok

    • LinkedIn

    • Spotify

    CMS

    • WordPress

    • SquareSpace

    • DatoCMS

    CRM

    • Salesforce

    Email Marketing

    • MJML

    • Acoustic Campaign

    • Salesforce Marketing Cloud

    Affiliate Marketing

    • AWIN

    Data Analysis Tools

    • AWS Quicksight

    • AWS Athena / SQL

    Field Sales Tools

    • Ecanvasser

    • SalesRabbit

  • Web & Graphic Design

    • Photoshop

    • Illustrator

    • Acrobat Pro

    Video

    • Premiere Pro

    • DaVinci Resolve

    • OBS

    AI

    • ChatGpt

    • Stable Diffusion

    • Grok

I’ve always enjoyed
making things.

Whether it’s sketching an idea on paper, shaping a process or taking photographs, seeing an idea come to life with purpose gives me real satisfaction.

I love to learn,
change and grow.

Give me the objective and the parameters, and I’ll dig into the data, ask the right questions and focus on delivering meaningful results.

Recent Achievements

In my current role as Digital Product Owner at Lit Fibre, I lead initiatives across Digital Marketing, and Product Development to deliver measurable business impact.

Collaborating with Designers, Marketers, Customer Experience teams, Developers, Data Analysts, and strategic suppliers, I’ve driven major improvements in business intelligence, marketing analytics, and product performance.

Key outcomes include the successful launch of new digital products and the implementation of advanced data and reporting frameworks that enhance decision-making, customer insight, and commercial efficiency.

  • Re-designing the sales funnel on LitFibre.com for both internal users and website customers to:

    • Increase engagement

    • Refine user experience

    • Improving data capture

    • Improve tracking & PPC targeting

    • Seamlessly integrate ‘One Touch Switch’

  • When I first arrived at Lit Fibre there was no e-commerce tracking setup.

    Working closely with our development teams. Lit Fibre now has fully compliant GA4 e-commerce tracking, as well as full funnel tracking for all major Social Media Networks. Supplemented with Data from external datasets to improve our business intelligence.

  • With the acquisition of Lit Fibre by City Fibre our previous logistics system was unsustainable.

    Working closely with our CTO, CX, development teams & external suppliers I formulated an approach to extend and automate the data flow to facilitate outbound and return logistics.

    This also extended to commissioning colour coded packaging & marketing materials for the devices to facilitate customer self-installs for both new business and replacements.

    All areas of the business have been very happy with this system and it continues to be improved upon.

  • Inception of two new add-on products to support our existing Lit Hub product.

    Increasing both range (Lit WiFi) and concurrency (Lit Hub Pro)

  • Commissioning our advertising agency to produce integrated video and audio campaigns in order to widen our reach through PPC and Social Media.

    Combining these with a dynamic product feed resulted in an immediate 3x improvement of CTR.

More Case Studies