Edin Hamzic

I took complete responsibility for a comprehensive restructuring of the company, encompassing various aspects, focusing on product offering, digital real estate, and customer experience. Despite the extremely challenging trading conditions, I successfully implemented significant improvements across all areas, achieving substantial increases in key metrics and return on investment.

I spearheaded the adoption of evidence-based, data-driven decision-making throughout the organisation, establishing a culture that prioritised customer-centric thinking and performance. These efforts had a profound impact on the business, resulting in a ten-fold improvement in profitability, even in the face of the most difficult trading and economic conditions in decades.

ACHIEVEMENTS:

• Identified, scoped, built, and launched two additional products, making the company more relevant and appealing to existing and potential customers.
• Led a major program of market research to ensure medium and long-term strategies were rooted in market and customer needs.
• Built an online customer portal, improving customer experience and increasing the efficiency of both Sales and Customer Experience teams.
• Drove the adoption of the two new products, achieving combined revenue totalling 25% of the overall product sales in year one, even during the height of COVID lockdowns.
• Revamped the marketing strategy and designed new processes, resulting in a 244% improvement in onsite conversion.
• Boosted profitability across the product range by 31%.
• Established a test lab to evaluate the effectiveness of different digital and marketing approaches, significantly improving return on investment.
• Restructured the digital estate and infrastructure fully to support new ways of working, optimise costs, and underpin company strategy.
• Restructured data processes to create real-time performance visibility, significantly improving decision-making at the executive and board levels.
• Secured investment in digital real estate, ensuring it could support long-term organisational strategy.
• Collaborated with the CEO and spearheaded an organisation-wide transformation, resulting in improved employee satisfaction, productivity, and profitability.

Accountable for envisioning, designing, developing, and effectively delivering a wide range of customer-facing and internal digital products and content, as well as establishing third-party data and digital partnerships, across the entirety of the Which? group of companies. This encompassed multiple revenue models and industries, including consumer goods, expert reviews, legal services, and financial services.

ACHIEVEMENTS:

• Defined and implemented a digital product vision and strategy for the entire group, resulting in increased output and revenue while reducing costs by over 25%.
• Delivered a company-wide digital asset management software to enable a more optimised performance and brand consistency over several channels and companies.
• Working with the core content and digital leaders, created 'digital first' content strategy.
• Redesigned legacy content flows and protocols to support a shift from print to 'digital first' strategy.
• Redesigned content management solutions, significantly increasing content output and conversion rates by up to three times, while reducing implementation and licensing costs by more than 50% and 70%, respectively.
• Successfully defined and delivered a B2C personal finance comparison product in collaboration with multiple external clients and service providers within an FCA-regulated environment.
• Established an innovation lab to efficiently test and prototype digital ideas and product iterations, reducing time to market by more than 80% and costs by 90%+.
• Completely rebuilt and restructured the Digital Product Division, improving collaboration with the technology team and the wider organisation.
• Pioneered and market-tested business model variants to tap into new markets and generate additional revenue to counterbalance the decline in the core business model.
• Optimised desktop and digital signup user journeys, achieving a 19% conversion increase on desktop and 31% on mobile.
• Implemented a new paywall system to enable testing and implementation of new products, bundles, and business models.

As a member of the start-up founding team, I took charge of defining and implementing the digital and content strategy at the highest level, while also defining and delivering multiple high-profile, large-scale products. Led cross-functional product, content and project teams both internally and with third-party collaborators.

Developed and applied practical stakeholder engagement skills. Managed various teams on a daily basis, including the digital product and mobile app teams, the video team, and the team responsible for user-generated content and moderation.

ACHIEVEMENTS:

• Led the digital transformation and transition to Agile methodology in digital product design, development, and service commissioning for the Department of Health.
• Successfully executed enterprise-level content migration and restructuring, resulting in the creation of content 'guides' that increased traffic to relevant areas by 200% and reduced costs by 15%.
• Researched, defined and implemented an automated, (early AI) content meta-tagging solution that significantly contributed to improved search engine ranking and near doubling of organic traffic.
• Redesigned a legacy content management system to improve UI for internal users and ensure better compliance with key content creation protocols and business rules.
• Delivered the first patient-facing medicines database product, utilising third-party regulated data, which attracted an additional 4.5 million visitors annually and increased the volume of side-effect reporting by 11%.
• Built the first NHS patient-facing 'symptom checker' and triage tool, leading to a 2% reduction in non-essential calls to NHS 111 and saving the service over £2 million per year.
• Built NHS Couch to 5k running app for beginners, which is still in the top 20 of the most popular apps in Health and Fitness in Apple App Store.
• Pioneered the integration of behavioural science in digital product development at NHS Choices, resulting in a 21% increase in signups to the Blood Donation and Organ Donation databases.
• Orchestrated a low-cost site-wide mobile optimisation, improving engagement and achieving a 12% increase in traffic.
• Successfully delivered numerous digital projects from ideation to maintenance, including business case analysis, scoping, requirements gathering, user-story writing, design, UX, development, testing, launch, and in-live maintenance.

• Pioneered the use of non-financial research techniques to support investment decision-making, contributing to the increase of the fund value from $1.2bn, when I first joined, to $6bn in 2007

• Worked as an investigative reporter in the award-winning, INSIGHT, team, covering a number of high-profile investigations ranging from "Cash for questions" and corrupt EU commissioners to 9/11 terrorist attacks and corruption in football transfer market.