My accomplishments

A years worth of repeatable engagement for YuLife

At YuLife, I created a full year’s worth of monthly live-ops campaigns designed to keep members engaged and excited about the app. Each campaign introduced fresh, themed activities and challenges that encouraged regular participation and exploration of in-app features.

Alongside this, I used our monthly e-newsletters to drive awareness and increase app downloads, collaborating closely with stakeholders from other departments to spotlight new app features and success stories. These combined efforts led to a noticeable uplift in both daily and monthly active users, as well as a wave of positive feedback from members who loved the new variety and energy these campaigns brought to their experience.

Dynamic engagement tests and experimentations

I led a project focused on improving dynamic engagement across YuLife’s member communications. I began by mapping out every single touchpoint in the member journey, compiling them all into one comprehensive document to gain a full view of how, when, and where we were connecting with users. From there, I identified opportunities to make our communications more dynamic and personalised, tailoring content, timing, and messaging to better reflect each member’s activity and preferences. This approach helped transform our engagement strategy, making interactions feel more relevant, timely, and human.

New ways of thinking

I built the Group Counts reporting from scratch, covering Groups 1–4 and creating several Natures Best reports. These quickly became the go-to templates that the Lambert’s team ended up using themselves.

When the lack of a pharmacist meant we couldn’t officially call the website a pharmacy, I came up with a smart workaround by creating a new URL (/healthcare). This allowed us to keep promoting GSLs and making sales, keeping the business moving while we waited to be able to sell PMEDs.

CRM / Customer journey

When I noticed that not enough members were using the Member Zone, I created a PruProtect campaign that combined emails, direct mail, leaflets in welcome packs, and phone calls to members who were about to lapse. The consistent brand messaging and clear communication across all these touch points played a key role in bringing members into the Member Zone.

One of the things I’m most proud of is the CRM / welcome journeys and campaigns I set up for Vitality. When I left, I adapted the same strategy for Natures Best, tweaking it to fit their audience. The result was a fantastic increase in repeat customers. Even though Natures Best wasn’t the cheapest option out there, the loyalty we built proves that how you treat people is what keeps them coming back to a brand.

Why CRM?

I’m passionate about creating CRM strategies that don’t just communicate, but connect. I love delving into data to uncover insights, then turning those into meaningful, personalised journeys that feel natural to the user. From mapping out every single touchpoint to crafting the copy for each message, I take pride in building experiences that are dynamic, consistent, and true to the brand. Whether it’s reviving member engagement, boosting app activity, or designing lifecycle journeys that drive long-term loyalty, I know how to bring people closer to the brand, one thoughtful interaction at a time.

All rounder marketeer

With extensive experience spanning brand, CRM, content, digital, and engagement marketing, I bring a truly well-rounded perspective to every project I work on. I’ve built a deep understanding of how each marketing discipline connects to the bigger picture; how strategy, creativity, and data come together to drive measurable impact. Having worked across a wide range of industries and marketing pathways, I adapt quickly, draw on a broad toolkit of knowledge, and apply the right approach for each challenge. Whether developing campaigns, refining customer journeys, or shaping brand communication strategies, I bring both strategic vision and hands-on expertise to deliver meaningful, consistent results.

Money hunt

For Nature’s Best: Got better pricing for our DM campaigns, went down from 0.31p cost per person, down to 0.19 cost per person.

I met with Royal Mail and UK Mail, got a discount deal with UK Mail based on lighter packs and more data, then spoke to printers regarding costs, reduced paper costs by choosing different weighted paper and lighter envelopes, I reduced the Data management company costs by mail-merging the data myself, changed letter from double sided to single sided.

For Vitality: I effectively bridged the gap in a tricky relationship between PruHealth and PruProtect. Joining up work, ideas and results saved both time and money for both teams. We started the Vitality Magazine, and the costs were split between both cost centers, allowing us to spend more on better content, and charge more for our reward partners to place adverts in the magazines.

Delving into the data

Faced with low member engagement at PruProtect, I partnered with the data team to consolidate and analyse performance results, building a comprehensive master sheet that became the single source of truth for reporting. I presented these insights monthly to the wider business, including the international team, helping to shape future engagement strategies.

Testing data is always a favourite task of mine. I activated multiple A/B tests; tracked open rates for emails using subject lines, tested personalisation vs generic content, tested longer vs short emails with more visuals. Different customers prefer different things. Vitality customers preferred image full, colorful emails…..whereas Natures Best preferred story based content.

Brand Team creation

While working for Vitality, I noticed that we had a disjointed brand. From our brochures, to our emails, sales aids, and even our company presentations, all assets had a different look and feel, which obviously is a big no-no in brand equity.

To combat this, I set up the Brand Team for PruProtect Vitality. This meant getting the sales aids, sales reps’ aids, presentations etc to look and feel the same as the customer facing assets – this included internal master presentation templates being designed.

From that day on, for the next 6 months, all assets (including presentations) were sent to the newly formed brand team (myself and two of my colleagues) to approve before they could be printed, sent out, or used with customers.

Using Discord for projects

Me and my team created a new way of working using Discord. We created a new server, purposely to manage an online magazine project, it was used to keep all members of the team updated with who was working on what. We used it to list out article ideas, manage team meetings, store links to assets, general chit-chat around ideas for the next issue.

You need to be invited or given the link to the Discord channel which allows a secure way of keeping in touch. We raised enough money to pay for our own icons and emoji’s to use within the channel too.

Discord was a new way of creating a community that was always there for each other, and was something I worked on for over 2 years. This was a side quest of mine that I no longer run.

A dabble in social content

I have developed an understanding of social media strategies by working closely with stakeholders to support content planning, audience engagement, and brand consistency across platforms. Through contributing to campaigns and observing best practices, I’ve gained insight into trends, and the nuances of tailoring messaging for different audiences on different platforms. This experience has helped me recognise what drives meaningful interaction and how thoughtful social content can strengthen a brand’s presence and overall communication goals.