Ellie Williamson

Digital Marketing Analytics Lead who combines deep analytical expertise with a strong ability to collaborate, influence and turn complex data into strategic action. Currently working in a CoE for a global brand, I lead digital marketing analysis and optimisation, shaping insights that informs decision making at scale. My previous role across both brands at the John Lewis Partnership gave me a deep understanding of customer insight, commercial storytelling and CX strategy. I value authenticity and inclusive leadership - working closely with others to deliver the best outcomes, whilst creating clarity from complexity in a way that drives measurable results and empowers teams.

Cigna, Optimisation and Tracking of Core Quote Tools

Led optimisation and tracking, as well as analysis and troubleshooting across both platforms. Worked cross-functionally to identify gaps in data, improve data accuracy and support optimisation decisions that directly impact conversion and the user journey. Delivered insight that directly informed UX changes - adjusting quote tool page structure and sequencing, to increase leads and provide clearer visibility of user drop-off points for senior stakeholders. 

Cigna, Led Analytics within Rebrand and Consolidation Project

Accountable for analytics across a global project, leading the alignment of tracking and reporting across multiple international sites and markets. Conducted in-depth QA and QC processes throughout project to ensure data accuracy and continuity, and partnered with internal teams and external agencies to deliver a unified, insight—ready measurement framework. The outcome was better quality data from a standardised tracking plan, allowing for more comparable market performance across websites and products. 

John Lewis, Customer Satisfaction Survey - Development and Reporting

 I was accountable for the qualitative development and overall reporting of the John Lewis Customer Care CSat Survey for both in-house and outsourced Contact Centres. This has included a number of projects including a review of our current end-to-end survey. Most recently, I led end-to-end on a survey feed into a 3rd party provider, in order to provide more meaningful insight for the Operational teams across Customer Care, to subsequently ensure we are getting the data we need to influence positive change in the business. With this, I worked closely with a number of cross-functional teams, including the John Lewis CX team to understand how we can align the reporting dashboard to our current business strategy. 

John Lewis, Service Signature Roll Out - Development, Implementation and Reporting, I was solely accountable for the development of the John Lewis Service Signature reporting for Customer Care for both in-house and outsourced Contact Centres. In order to mitigate current limitations of our survey, I proactively built out and created an aggregated calculation that allowed us to measure performance more effectively, to provide a proud rounded and fit for purpose view for the Operation. 

John Lewis, Christmas Ad reporting - Storytelling with Data

Throughout Peak Trade 2023, I was collaborating with cross-functional teams across John Lewis, feeding into reporting to allow us to create a rounded view of performance and customer sentiment of our Christmas marketing in 2023. This fed into an overall retrospective summary of Peak performance for the business. 

John Lewis, Voice of Customer App

In my time in the Voice of Customer team, I was responsible for the maintenance and build of the Voice of Customer App. This was a survey built on Survey Monkey and deployed out to Partners on our shop floors so they could capture live customer insight. I developed the Looker Studio we used to create the App Dashboard, so Shops could self serve their insight and drive positive change.

Waitrose, Customer Experience Steering Group - Leading CX insight reporting to drive action at director level

I am currently working alongside the Measurement and Tracking Lead for the business, as well as the Waitrose Customer Experience team, to set up a steering group that presents Waitrose performance. With this, I am working closely in the background with Partners to quantify the biggest pain points we face across the Waitrose brands, and am responsible for bringing these to life for senior stakeholders in an engaging but efficient way. This work will influence the action taken to further align the customer experience to the Waitrose 70:10 Strategy and subsequently, customer perception of our brand across in-store and online.

Living Leader qualification - achieved May 2024