Imogen James
London,Greater London
Summary
Results-driven Commercial Executive specialising in data-led campaign management and cross-functional collaboration. Expertise in optimizing live campaigns and translating data insights into actionable strategies that enhance engagement and outcomes. Capable of coordinating multiple stakeholders in dynamic environments while ensuring high standards of detail and execution.
Overview
1
1
Certification
3
3
years of professional experience
Work history
Commercial Growth Executive
Betfair
2025.06 - 2026.07
- Sole owner of Betfair's High Value Customer proposition, leading strategy, execution and optimisation to drive engagement, retention and commercial performance across VIP customer segments.
- Managed end-to-end delivery of new customer propositions, from concept through to launch and optimisation, delivering 2.7% increase in average staking volume per user, 6.5% uplift in Average Revenue Per User (ARPU), and positive ROI across majority of customer value tiers.
- Managed £4m+ monthly campaign budget, overseeing forecasting, investment allocation and performance optimisation to maximise commercial returns.
- Used customer insight, market analysis and campaign performance data to shape proposition strategy, identify growth opportunities and optimise campaign performance.
- Owned planning, execution and optimisation of BAU Customer Value Management (CVM) promotions, delivering targeted campaigns that drove customer engagement, retention and sportsbook revenue.
Commercial Graduate
Flutter UKI
2023.09 - 2025.06
- Ideated and launched Betfair's flagship Cricket campaign, delivering highest-performing cricket campaign to date and significantly outperforming industry benchmarks across key performance metrics.
- Organised large-scale PR and media events, including Euro 2024 journalist screening for 100+ attendees, managing logistics, scheduling and on-day execution.
- Supported delivery of record-breaking NFL promotional campaign, coordinating timelines, stakeholders and assets across multiple teams to achieve strong brand engagement.
- Coordinated experimentation and campaign optimisation processes, ensuring structured testing, tracking and follow-through across multiple initiatives.
- Worked closely with PR, content and commercial teams to support brand visibility and deliver integrated campaigns across sports and media touchpoints.
Education
Bachelor of Science - Digital Media and communications
Manchester Metropolitan University
ManchesterCertification
- B2B Marketing Foundations
- The Habits of a successful marketer
- UX Research Methods: Interviewing
- Media Relation Foundations
- Social Media Stories: Creative strategies and Tips.
Timeline
Commercial Growth Executive
Betfair
2025.06 - 2026.07
Commercial Graduate
Flutter UKI
2023.09 - 2025.06
Bachelor of Science - Digital Media and communications
Manchester Metropolitan University