Deena Acquah

• Global Programme Management: Led product implementation and programme management of two key strategic initiatives focused on client relationship and loyalty; the Global Alumni Network and Global Client Feedback Programme, both to increase customer retention and brand advocacy
• Strategic Project Oversight: Managed large, complex projects from initiation to closure, ensuring effective management of scope, timing, resources, and client expectations
• Optimisation and Standardisation: Enhanced scalability by championing out-of-the-box features, reducing local customisation, and securing leadership alignment
• Product Roadmap & Release Management: Led the prioritisation of product roadmap and managed release cycles, integrating impactful enhancements including UX workflows, SF and CRM Analytics, Workday integrations and Middleware technology
• Data-Driven Insights & Metrics: Produced actionable insights and success metrics, guiding business teams' strategy; generated comprehensive reports on revenue and engagement metrics
• Stakeholder Collaboration & Coordination: Working with client facing and internal teams, producing key deliverables, mitigating risks, and leading project management activities for timely execution
• Leadership & Conflict Resolution: Translated senior management directives into actionable plans, addressed client concerns, resolved team conflicts, and cultivated a positive work environment
• Analytical Problem-Solving: Applied strong analytical and critical thinking skills to resolve complex issues, focusing on continuous improvement and process optimisation
• Team Development & Mentorship: Developed and coached junior colleagues, served as a mentor for peers and leaders, and advocated for team growth and development
• Public Representation: At conferences, and business events, enhancing brand presence and advocacy

Alumni Network Leadership Achievements:

• Pipeline: Secured pipeline commitment for a full yea, led technical onboarding for multiple territories including Middle East, Switzerland, Germany.
• Cost Reduction: Achieved a significant annual cost reduction including a 56% reduction for the leading territory (based on a $1m total annual global investment).
• UX Business Sponsor Feedback Sessions: Held to gather insights and improve service experience.
• Accelerated MarTech Maturity: Enabled smaller territories by increasing adoption & driving efficiencies.
• Best Practices & Product Management: Created central resources for best practices, content, communication strategies and product management FAQs to facilitate self-serve.

Client Feedback Programme Leadership Achievements

• Comprehensive Programme Review: Conducted a thorough review of the programme, presenting findings and recommendations to leadership, achieving buy-in, to implement significant changes to the operating model and ways of working.
• Demand Management & Governance: Managed the demand intake and implemented new governance process, prioritized the roadmap to align with the vision and strategy, reduced the feature backlog by over 60% in less than six months and successfully removed onboarding barriers for new territories.
• Customer Experience Collaboration: Partnered with customer experience teams to gather and evaluate customer feedback, implementing enhancements to address pain points, improve platform UX/UI and supported change management initiatives.
• Vendor negotiations - Working with Finance ad Procurement teams, managed and tracked budget, negotiated and defined new terms for vendor success package and KPIs.
• Insights Strategy & Technology Improvement: Led the review of the global insights strategy and technology pivot, transitioning global reporting, insights, and dashboard capabilities to a single tool, thereby improving UX and adoption.

• MarTech Expertise: Extensive experience in the marketing technology and digital experience landscape, collaborating with leadership, sponsors, business teams, product owners, IT leads and end users
• Salesforce Implementation: Successfully implemented Salesforce Experience Cloud for the UK Alumni network of 60,000+, decommissioned prior tool, and completed full data migration
• Strategic Vision: Defined platform vision, strategy, and roadmap with Global Alumni teams; conducted persona mapping and audience segmentation for personalised marketing and user experience
• Leadership and Team Management: Led cross-functional team and managed end-to-end product development; built strong stakeholder relationships to secure buy-in for new features and initiatives; motivated team to maintain momentum during challenging times; ensured compliance by coordinating with Brand and Design, Risk and Data Protection, and Global IT
• User-Centric Approach: Championed user-centric design, documented requirements for user stories and product specifications to optimise customer journey, and introduced KPIs and engagement metrics to capture success, ROI, and inform customer engagement strategy
• Innovation and Continuous Improvement: Conducted competitor analysis, implemented quality control standards and data-driven decision-making processes, translated complex technical information for non-technical stakeholders, and identified features to promote thought leadership, interactive workshops, professional networking events, and access to a dedicated community
• Marketing and Training: Increased brand visibility with innovative marketing campaigns; developed documentation and delivered training sessions to teams, enhancing understanding of features/benefits

• Salesforce Marketing Cloud Implementation: Successfully led the UK transition and implementation of SFMC to a global instance. In parallel, decommissioned two email marketing tools
• Data Migration: Delivered and executed a robust transition plan including content and data migration, data cleanse and archive, resulting in achieving a consistent user experience
• User Feedback & MVP: Collected and analysed feedback to inform the MVP build and product roadmap
• GDPR Compliance: Developed solutions to support business GDPR needs using Salesforce tools (Sales Cloud CRM and Marketing Cloud)
• UAT Strategy & Upskilling: Defined, delivered, and upskilled teams on a UAT strategy
• Project Management & Stakeholder Comms: Managed multiple teams, drove collaboration, led by example, provided clear/regular comms, ensuring timelines were met and interdependencies managed
• Metrics & KPIs: Produced metrics and KPIs to demonstrate success and benefits

• Alumni Strategy Leadership: Managed PwC UK alumni strategy for a network of 60,000, raising awareness and engagement through campaigns with 23,000+ employees
• Global Alignment & Communication: Aligned with the Global strategy, focusing on communications, engagement, rehires, and campaigns for growth and revenue pipeline
• Comprehensive Comms & Engagement Strategy: Developed a strategy leveraging technology with high success rates (unsubscribes (unsubscribes less than 1%, email open rate 50%, paid social campaign)
• Event Leadership: Delivered local and nationwide professional alumni networking events to maintain strong relationships in key industries and sectors
• Loyalty & Brand Advocacy: Engaged alumni to become brand ambassadors and advocates
• Cross-Functional Collaboration: Partnered with various teams (Marketing, Web, Brand, HR, Regions) to deliver tailored communications and enhance the firm's brand and reputation
• Revenue & Reporting: Tracked and reported UK revenue linked to alumni opportunities, exceeding £350m annually; demonstrated a 20% higher win rate on bids involving alumni
• Process Improvement & Compliance: Conducted business process reviews, addressed client feedback to improve loyalty, ensured regulatory compliance, and resolved critical issues promptly
• Content Creation & Strategy: Produced high-profile interviews, success stories and social media content
• KPIs & Reporting: Established KPIs to measure and update senior leaders on programme success

• Strategic Planning: Collaborated with Head of Tax/regional leaders to define 3yr tax strategy for the UK
• BD Activity Tracking & Reporting: On 500 core and regional tax priority accounts, supporting pipeline management and revenue reporting through workshops, interviews, reviews, and surveys
• Senior Leader Engagement: Conducted interviews with senior PwC Partners, Tax Leaders, HR Directors, and Heads of Tax to obtain independent feedback on services
• Actionable Insights: Analysed feedback providing insights to strengthen relationships and pursue opps

• Provided administration and customer support on over 50 UK and Global priority accounts including account management, invoice and billing preparation, form submissions to HMRC, client meeting/event arrangements and internal reporting.

• Processed customer calls and emails, providing information on services based on customer needs and resolving complaints swiftly. Recorded information about inquiries and complaints within internal database and maintained data accuracy to support management reporting.