Organised and proactive cross-functional senior leader, delivering SaaS CX & UX interventions for Utilities and driving proven, sustainable and scalable impact. Holding a positive and constructive approach when transforming culture and business for Good. Experienced in optimising revenue, driving collaboration, influencing and mentoring individuals to achieve their potential
Overview
21
21
years of professional experience
Work history
Global Head of User and Customer Experience - acting CPO & CMO
ADVIZZO now successfully acquired by CALISEN
London
2020.01 - 2025.03
Company Overview: now successfully acquired by CALISEN group
Deploying SaaS & AI/ML based User Experiences and proven efficiency programs with many water and energy companies worldwide, optimizing operations and driving more sustainable behaviours at scale
Led RFI/RFPs and won contracts with utilities such as UK's Severn Trent Water and USA's SMUD
Leveraged 12+ years Data and Behavioural Science practice as pre & post-sales advisor
Analysed “hard and soft” consumer insights from diverse countries and sources, direct and academic
Designed >50 use cases that improved business growth prospects and product roadmap prioritization
Researched & Developed systems and innovations with AI/ML and insights-based growth techniques
Presented solutions at industry events such as Smart Tech summit & Waterwise conference
Tracked impact delivered for clients: 3,4 M users reached in 2024, saved >£12M & 26117 Tons CO2e
Played a pivotal role in building up Advizzo ahead of sale to Calisen
Now successfully acquired by CALISEN group
Customer Propositions Senior Manager – UK Strategy and Innovation
CENTRICA, BRITISH GAS, HIVE
2013.01 - 2019.12
Directed team of Proposition Managers and cross-functional delivery team
Delivered engagement and retention strategies for the British Gas Rewards loyalty scheme
Negotiated partnerships, designed bundles and offers with energy, services, insurance, IoT & 3rd party products
Grew loyalty base by 1,000,000 in 1 year by broadening and simplifying sign-up journeys, minimizing friction and maximising engagement with appealing offers and rewards
Hired new talents to help our strategy & innovation deliver the highest number of offers ever
Improved productivity and autonomy of my direct reports rapidly with early investment and coaching
Motivated colleagues to ensure an on-time/budget/quality all time high delivery of 1 offer/week
Learned to fail fast by getting my team to work using an Agile and customer-first approach
Enthused customers and colleagues with innovative new offers; led to +8 points Net Promoter Score
Smart Metering Programme Delivery Manager - UK Industry Development
CENTRICA, BRITISH GAS, HIVE
2017.01 - 2018.05
Commercial strategy expert: focussed on developing business cases, customer campaigns, input into government consultations, industry and public relations initiatives
Guaranteed on-time and budget change delivery via ongoing stakeholder engagement and influence
Mentored a social impact entrepreneur as they took innovative product to market and gained Venture Capital investment
Shared learnings and fed new policy recommendations to corporate and Government levels
Commercial Manager – B2C Smart Homes
CENTRICA, BRITISH GAS, HIVE
2013.01 - 2016.12
Structured 100+ pool of opportunities and innovations to drive commercial effectiveness across the smart metering programme, the largest IT infrastructure change in British history
Enabled >80% of GB population to get smart meters by organising programme into project roadmap
Increased customer take-up by >200% after implementing World 1st Behavioural Science RCT
Smart Metering Project Manager - B2B markets
EDF ENERGY UK
2011.07 - 2012.12
Planned and empowered operations teams to perform efficiently
Got 35 to 81% smart meters rolled-out
Designed a new Gas Smart Automated Meter Reading product proposition end-to-end
Created and integrated online solutions to project, including campaigns promoting online tools, enabling businesses to engage staff and customers to save energy and grow online engagement
Fixed Price Products Team Leader - electricity and gas portfolio management
EDF ENERGY UK
2009.06 - 2011.07
Organised a team of 3 analysts and aligned and optimised product strategies, policies and prices with the newly acquired British Energy
Expert input into creation of a new Pricing system (one of 6 Superusers)
Priced energy products that collected c80% of the Gross Margin of the B2B business unit each year
Kept colleagues motivated and work done through uncertain times
Fixed Price Products Manager - electricity and gas price optimisation
EDF ENERGY UK
2007.08 - 2009.06
Wrote pricing and product strategy change proposals to the company's executive committee
Shaped pricing principles framework that balanced regulatory constraints with sustainable business targets
Created new pricing policies, decision trees and rolled them out internally and externally
Simplified price ranges and delivered major price changes whilst maintaining customer numbers
Business Analyst - Mobile/Telecoms & Electricity B2B Pricing
EDF ENERGY UK
2006.05 - 2007.07
Managed portfolio, led market research, set price strategies & delivered end-to-end change campaigns
Performed pricing improvements in value of targeted segments: +£4.7m annualised Revenue on segments not managed by Sales teams; better than all sales teams combined
Shaped commercial and sales deal structures for customers like Harrods - from positioning, pricing and terms and conditions to face-to-face presentations
Assistant Yield and Revenue Manager
ACCOR NOVOTEL LONDON WEST
2004.04 - 2006.04
Defined and realised Pricing and Revenue initiatives for the UK's 2nd largest convention centre (661 bedrooms and meeting rooms)
Co-operated with directors to shape and agree budget
Generated +£1.1m Revenue in 2005 with combined increases in occupancy & Average Room Rates
Analysed competitor market insights for 50+ new websites and generated +£175K sales in 2005
Saved 75% treatment time for the conference centre data by creating an automated analysis system
Education
Master of Business Administration -
ESSCA French Grande Ecole
Master - Marketing Services and Revenue Management
DUT/2year degree - Sales and Negotiation
Limoges university
Executive Leadership Programme -
University of Oxford
Skills
AI tools assessor / G-Suite / MS tools
Jira / Figma / Miro / Adobe Suite
Research & Design (Prolific, Canva, Business Objects / SQL)
<ul><li>Company Overview: Group Company of PUIG, Spain</li><li>Team Leadership & Process Excellence: Organised the transformation of the Finance & Accounts function, establishing performance-driven goals, and embedding a culture of accountability and continuous improvement. Drove operational efficiency through process redesigns, SOP implementation and optimal resource deployment, leading to measurable improvements in turnaround time and accuracy.</li><li>Strategic Partnering with CXOs: Acted as a key advisor to the CEO, CFO, and other CXOs on business planning, pricing strategies, and business model pivots to support scale-up and profitability. Contributed to investor communications with data-backed insights to enhance stakeholder confidence and secure strategic funding.</li><li>Cross-Functional & Global Stakeholder Management: Functioned as the strategic finance business partner to cross-functional heads and the PUIG global finance team, aligning local execution with global financial strategies and compliance requirements.</li><li>ERP Transformation & System Automation: Led end-to-end ERP reimplementation to address system gaps, enforce role-based controls, and automate core finance processes—resulting in enhanced data accuracy, faster reporting and improved internal controls.</li><li>Costing, Inventory & Profitability Optimization: Designed and implemented plant-level costing models to ensure accurate COGS determination. Improved inventory management across pricing, consumption tracking, and aging analysis—enabling better working capital control and cost efficiency.</li><li>Manufacturing Finance & Statutory Compliance: Supervised end-to-end accounting for manufacturing operations and ensured full statutory compliance.</li><li>Financial Reporting, MIS & Profitability Analytics: Delivered accurate and timely monthly MIS reports, including P&L, Balance Sheet and KPI dashboards with deep-dive variance analysis across stores, business verticals, and geographies. Supported board-level decision-making through insightful presentations on financial health and business performance.</li><li>Budgeting, Forecasting & Business Planning: Led the Annual Operating Plan (AOP) and rolling forecasts, ensuring alignment with strategic objectives and market dynamics. Monitored key financial metrics to enable business decisions and proactive cost management.</li><li>Statutory, Internal & Tax Audit Management: Finalized standalone and consolidated financials under Ind AS and IFRS, ensured timely group reporting and compliance with international standards. Delivered clean and timely closures of statutory, tax, and internal audits in coordination with Big 4 auditors. Strengthened audit readiness through pre-audit diagnostics and rectification of recurring control gaps.</li><li>Regulatory Compliance & Risk Management: Ensured end-to-end compliance which includes ROC, RBI, FEMA, Income Tax, GST, Transfer Pricing, DTAA, and Customs. Reviewed cross-border contracts and transactions to ensure arm’s length pricing, accurate TDS application, and proper documentation under Transfer Pricing regulations.</li><li>Commercial Negotiation & Contract Governance: Led commercial negotiations and structured deals with vendors and franchisees. Reviewed key business contracts to ensure financial viability, risk protection, and compliance with regulatory standards.</li><li>Treasury & External Commercial Borrowing (ECB): Managed fund planning and liquidity management including ECB drawdowns, bank negotiations, and interest optimization. Improved working capital cycles through proactive cash flow forecasting and receivables control.</li><li>Internal Controls & Governance Framework: Led organization-wide reviews of internal control systems, identified process gaps, and redesigned or implemented over 40 SOPs and IFCs. Established a governance structure for financial discipline, risk mitigation, and policy compliance across departments.</li></ul> at Kama Ayurveda Pvt. Ltd. & PUIG India Pvt. Ltd.<ul><li>Company Overview: Group Company of PUIG, Spain</li><li>Team Leadership & Process Excellence: Organised the transformation of the Finance & Accounts function, establishing performance-driven goals, and embedding a culture of accountability and continuous improvement. Drove operational efficiency through process redesigns, SOP implementation and optimal resource deployment, leading to measurable improvements in turnaround time and accuracy.</li><li>Strategic Partnering with CXOs: Acted as a key advisor to the CEO, CFO, and other CXOs on business planning, pricing strategies, and business model pivots to support scale-up and profitability. Contributed to investor communications with data-backed insights to enhance stakeholder confidence and secure strategic funding.</li><li>Cross-Functional & Global Stakeholder Management: Functioned as the strategic finance business partner to cross-functional heads and the PUIG global finance team, aligning local execution with global financial strategies and compliance requirements.</li><li>ERP Transformation & System Automation: Led end-to-end ERP reimplementation to address system gaps, enforce role-based controls, and automate core finance processes—resulting in enhanced data accuracy, faster reporting and improved internal controls.</li><li>Costing, Inventory & Profitability Optimization: Designed and implemented plant-level costing models to ensure accurate COGS determination. Improved inventory management across pricing, consumption tracking, and aging analysis—enabling better working capital control and cost efficiency.</li><li>Manufacturing Finance & Statutory Compliance: Supervised end-to-end accounting for manufacturing operations and ensured full statutory compliance.</li><li>Financial Reporting, MIS & Profitability Analytics: Delivered accurate and timely monthly MIS reports, including P&L, Balance Sheet and KPI dashboards with deep-dive variance analysis across stores, business verticals, and geographies. Supported board-level decision-making through insightful presentations on financial health and business performance.</li><li>Budgeting, Forecasting & Business Planning: Led the Annual Operating Plan (AOP) and rolling forecasts, ensuring alignment with strategic objectives and market dynamics. Monitored key financial metrics to enable business decisions and proactive cost management.</li><li>Statutory, Internal & Tax Audit Management: Finalized standalone and consolidated financials under Ind AS and IFRS, ensured timely group reporting and compliance with international standards. Delivered clean and timely closures of statutory, tax, and internal audits in coordination with Big 4 auditors. Strengthened audit readiness through pre-audit diagnostics and rectification of recurring control gaps.</li><li>Regulatory Compliance & Risk Management: Ensured end-to-end compliance which includes ROC, RBI, FEMA, Income Tax, GST, Transfer Pricing, DTAA, and Customs. Reviewed cross-border contracts and transactions to ensure arm’s length pricing, accurate TDS application, and proper documentation under Transfer Pricing regulations.</li><li>Commercial Negotiation & Contract Governance: Led commercial negotiations and structured deals with vendors and franchisees. Reviewed key business contracts to ensure financial viability, risk protection, and compliance with regulatory standards.</li><li>Treasury & External Commercial Borrowing (ECB): Managed fund planning and liquidity management including ECB drawdowns, bank negotiations, and interest optimization. Improved working capital cycles through proactive cash flow forecasting and receivables control.</li><li>Internal Controls & Governance Framework: Led organization-wide reviews of internal control systems, identified process gaps, and redesigned or implemented over 40 SOPs and IFCs. Established a governance structure for financial discipline, risk mitigation, and policy compliance across departments.</li></ul> at Kama Ayurveda Pvt. Ltd. & PUIG India Pvt. Ltd.
<ul>
<li>Designed and led post-sale client experience strategy for AI-adoption SaaS firm, improving adoption for clients by 5x over industry benchmark and achieving 69% product-market fit (Sean Ellis test) in the US.</li>
<li>Spearheaded retention and expansion strategies through end-to-end user experience mapping and VOC insights, exceeding customer health score targets.</li>
<li>Partnered with Product, Sales, and Marketing teams to translate client experience designs and feedback into technical requirements.</li>
<li>Launched user and client experience enhancement initiatives that improved onboarding speed and reduced friction for enterprise clients.</li>
<li>Built client success frameworks and success plans focused on renewal, upsell, and customer advocacy.</li>
<li>Drove consensus on the customer experience vision across internal stakeholders through data reporting and live presentations.</li>
</ul> at Multiverse / AdoptionAI<ul>
<li>Designed and led post-sale client experience strategy for AI-adoption SaaS firm, improving adoption for clients by 5x over industry benchmark and achieving 69% product-market fit (Sean Ellis test) in the US.</li>
<li>Spearheaded retention and expansion strategies through end-to-end user experience mapping and VOC insights, exceeding customer health score targets.</li>
<li>Partnered with Product, Sales, and Marketing teams to translate client experience designs and feedback into technical requirements.</li>
<li>Launched user and client experience enhancement initiatives that improved onboarding speed and reduced friction for enterprise clients.</li>
<li>Built client success frameworks and success plans focused on renewal, upsell, and customer advocacy.</li>
<li>Drove consensus on the customer experience vision across internal stakeholders through data reporting and live presentations.</li>
</ul> at Multiverse / AdoptionAI