HEATHER SHANKS
Summary
Customer, commercial and growth leader with extensive experience developing and delivering strategies that drive customer value, revenue growth and commercial performance across retail, e-commerce and membership-based organisations.
Combining expertise in customer strategy, online trading, loyalty, CRM and marketing, I have a proven track record of identifying growth opportunities, shaping customer-led propositions and delivering measurable business results. Experienced in leading cross-functional teams, influencing senior stakeholders and balancing customer needs with commercial objectives.
Recognised for building strong relationships across organisations, translating customer insight into action and driving performance through customer-focused, data-informed decision-making. Successfully delivered growth across multiple channels through improved customer engagement, commercial initiatives and marketing effectiveness.
Overview
1
1
Certification
24
24
years of professional experience
Work History
Marketing Planning Lead
Waitrose & Partners
01.2024 - Current
- Design and implementation of cross-directorate governance frameworks and processes, including driving alignment across senior leadership teams, to develop and manage the 18-month Marketing Plan.
- Prioritisation of in-flight initiatives to align activities with market changes and customer needs.
- Ensure the deliverability of the Marketing Plan within allocated resources and budget.
- Accountable for the brand presence and customer-facing marketing activities for third-party customers.
Online Trading Lead
Waitrose
10.2019 - 12.2023
- Developed an online trade plan, achieving multiple business objectives through strategic execution.
- Created frameworks for sales and profit forecasting, identifying performance drivers, and mitigating risks.
- Led the online supplier strategy, maximising profit through supplier investments.
- Generated additional revenue streams by shaping new business propositions.
- Drove the adoption of omni-channel, customer-focused planning approaches.
- Maximised sales in Ambient categories and Specialist Shops through effective online merchandising.
- Influenced commercial leadership by identifying opportunities for growth.
Online Category Manager
Waitrose
02.2017 - 09.2019
- Led online trade initiatives for Beers, Wines & Spirits category, overseeing online pure-play Cellar strategy and P&L
Online Marketing Lead
Waitrose
11.2015 - 01.2017
- Developed and managed online marketing plans to maximise performance and ROI
- Enhanced conversion rates by implementing an online customer contact and relevancy strategy
- Drove innovation across marketing strategies and digital channels
Customer Planning and Strategy Manager
Waitrose
04.2013 - 10.2015
- Developed marketing campaigns and activities to deliver on business and customer objectives.
- Defined an effective marketing channel mix to drive online growth through CRM programmes and campaigns.
Direct Marketing Manager
Guide Dogs for the Blind
02.2009 - 03.2013
- Developed acquisition and retention strategies for direct debit and legacy products to secure customer and future income growth.
- Established in-house tele-fundraising and field marketing functions, resulting in cost reduction.
Marketing Manager
Westpac Banking
Sydney
04.2008 - 09.2008
- Planned and executed BTL acquisition and retention marketing activities to drive customer engagement.
- Managed migration of customers from frequent flyer points program to new rewards programme, ensuring seamless transition, and minimising attrition.
Direct Mail Manager
Direct Wines
09.2002 - 11.2007
- Executed acquisition strategies through large-volume CRM programmes to drive customer engagement.
- Facilitated cross-selling initiatives for customer subscription programmes to increase revenue potential.
- Developed models for cold data purchasing, improving targeting accuracy.
Education
BA (Hons) - Politics and International Studies, 2:1
Warwick University
Coventry06-2001
Skills
- Customer & Commercial strategy
- Customer Growth
- Omnichannel Retail
- Online Trading & E-commerce
- CRM & Customer Engagement
- Marketing Effectiveness
- Customer Insight & Segmentation
- Commercial Planning & Forecasting
- P&L Management
- Acquisition & Retention
- Retail Media
- Senior Stakeholder Management
- Cross-Functional Leadership
- Talent Development
Accomplishments
- Design & implementation of a new governance process and framework for Waitrose customer planning
- Management of Online trade through an extra-ordinary triple-growth period to sales of £1bn+
- Sales and profit forecasting through volatile market conditions
- Doubling of online retail media revenue in 2 years
- Launch of Waitrose 'Pick Your Own' loyalty initiative
- Digtial marketing ROI increase through optimised traffic mix and reduction in reliance on incentivisation
- Growth of Guide Dogs subscription base of 400%
- Set direction and drove team performance and engagement through significant transformation projects
Certification
- Mini MBA in Marketing
Timeline
Marketing Planning Lead
Waitrose & Partners
01.2024 - Current
Online Trading Lead
Waitrose
10.2019 - 12.2023
Online Category Manager
Waitrose
02.2017 - 09.2019
Online Marketing Lead
Waitrose
11.2015 - 01.2017
Customer Planning and Strategy Manager
Waitrose
04.2013 - 10.2015
Direct Marketing Manager
Guide Dogs for the Blind
02.2009 - 03.2013
Marketing Manager
Westpac Banking
04.2008 - 09.2008
Direct Mail Manager
Direct Wines
09.2002 - 11.2007
BA (Hons) - Politics and International Studies, 2:1
Warwick University