Emma Smith-Cox
Postwick, Norwich
Summary
Experienced business growth professional seeking new opportunity to create impact and drive results. Passion and expertise in business growth strategies, customer acquisition, retention and value chain optimisation. Energised by new challenges and learning opportunities. Ability to move between complex strategic problem solving and detailed planning and execution. Well honed leadership capabilities driving ambition, collaboration and motivation in high performing teams.
Overview
22
22
years of professional experience
Work history
Head of Engagement Experience & Strategy
Royal London
London
03.2023 - Current
- Leading newly formed team to define strategic vision and strategy to transform engagement and retention across Royal London customer base. Delivery of data-led, engagement programmes +25% YOY increase in app usage.
- Defining engagement enablers required to support business transformation including: contact strategy, data requirements, CRM, consent, decisioning and orchestration.
Zero New Business Lead
Aviva
09.2021 - 07.2022
- Led multi-functional team in start up business to deliver Aviva's first sustainable car insurance product into market within 6 month timeframe, delivering 500k sales in first year.
- Led development of end to end new business customer journeys, proposition and branding.
Direct Retail Acquisition & Retention Lead
Aviva
03.2020 - 09.2021
- Ownership of 2.5m customer back book across 3 brands to drive Retail growth and retention.
- Optimisation of end to end value chain.
Life, Health & Equity Lead
Aviva
03.2018 - 03.2020
- Led cross functional team to build and execute cross channel growth strategy driving +25% YOY life insurance sales growth in 2019.
- Management and optimisation of all channels including: brand, online journeys, digital marketing and call centre.
Head of Customer Engagement & Registration
Aviva
09.2015 - 03.2018
- Created and implemented a plan to grow MyAviva registered customer base from 1.8m to 5m driving cross sell uplifts of +300%.
Head of UK Brand & Social Media
Aviva
11.2013 - 08.2014
- Led UK wide brand team to build and execute £20m brand campaigns across channels and product lines lowering car insurance acquisition costs by 20%.
- Built and implemented first econometric model.
Head of Brand, Proposition & Digital
Aviva
02.2012 - 11.2013
- Created and delivered new service based advertising campaigns to drive market differentiation and uplift in brand innovation score of +30%.
Business Manager, Retail Director
Aviva
12.2010 - 02.2012
- Supported new Retail Director and galvanised senior team to create a brand new, disruptive and ambitious Retail strategy.
Various marketing roles
Norwich Union Direct & Aviva
11.2003 - 12.2010
- Management of all marketing activity (£30m budget) to support the successful Aviva re-brand returning Retail to growth for the first time in 3 years.
Education
Bachelor of Arts - Business Management
University of East Anglia
Norwich06.2000
A-Levels -
Badminton School
Bristol08.1996
CEDEP
Paris05.2010
Marketing Leadership Programme
Marketing Society
London07.2010
Skills
- Business growth strategies
- Customer acquisition and retention
- Value chain optimization
- Commercial acumen
- Problem solving
- Strategic storytelling
- Digital marketing
- Brand transformation
- Marketing strategy
- Leadership and coaching
Timeline
Head of Engagement Experience & Strategy
Royal London
03.2023 - Current
Zero New Business Lead
Aviva
09.2021 - 07.2022
Direct Retail Acquisition & Retention Lead
Aviva
03.2020 - 09.2021
Life, Health & Equity Lead
Aviva
03.2018 - 03.2020
Head of Customer Engagement & Registration
Aviva
09.2015 - 03.2018
Head of UK Brand & Social Media
Aviva
11.2013 - 08.2014
Head of Brand, Proposition & Digital
Aviva
02.2012 - 11.2013
Business Manager, Retail Director
Aviva
12.2010 - 02.2012
Various marketing roles
Norwich Union Direct & Aviva
11.2003 - 12.2010
Bachelor of Arts - Business Management
University of East Anglia
A-Levels -
Badminton School
CEDEP
Marketing Leadership Programme
Marketing Society
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