Kate Dalton

In my time at Asda I have worked in Customer Loyalty, Retail Transformation and Asda Money & Mobile. Key projects I have landed in this time are:

• Partner Integration into Asda Rewards – Scoped tech and data requirements for introduction of new Partner Programme into Asda Rewards
• Earn on Fuel – Lead delivery of new Asda Rewards Proposition pilot in fuel estate
• Earn in Convenience – Lead delivery of new Asda Rewards Proposition pilot in convenience estate
• In-app Activity:
• Holiday Proposition – Lead delivery of new Asda Rewards Holiday Proposition with key Travel partners including Expedia, Park Dean and Holiday Extras
• Lead other Partner activity into Asda Rewards app, including Money and Mobile, ParkDean, English Heritage
• Rewards Store Coupon – Lead introduction of Rewards Coupon Trial in stores to drive loyalty
• GoodMaps - Led launch of new app, to help navigate blind customers through stores to conduct their shop
• ASDA Money & Mobile Centre Launch – Led design and implementation of Asda's first Money & Mobile presence in store, coordinating with internal teams and third-party vendors; delivered on time and within £70k budget, doubling brand awareness in one month
• Outside Counsel Review – Delivered compliance-led improvements across product, comms, ops, and policy; presented to Risk & Compliance Committee and FS Board
• Travel Insurance Product Launch – Managed end-to-end delivery of new product and provider, including governance, marketing, and operations; delivered on time and on budget
• ASDA Credit Card Launch – Led high-profile launch with extensive third-party liaison across governance, tech, product, and marketing; delivered with full stakeholder visibility.

Responsible for managing full project delivery from onboarding to full implementation including requirements gathering, solution design, documenting specifications, configuration, data analysis and presentation, testing and delivery.

• Delivered ambitious target of 5 new client implementations within 6 months.
• Lead creation and management of client communications and project documentation, including PIDs, Project Plans and RAIDs, tracking progress against plan, leading risk and change assessment, project assurance activities and project closure
• Overseeing customer success activities, including training, business support, communications and engagement, management of issues, software releases and reviews of product improvements
• Managed software development process using Atlassian's Jira and Trello software in order to brief internal technical teams
• Liaised with other third party technology partners to drive development of project forward e.g. Canvas, Open Athens etc
• Reporting of project progress to Chief Commercial Officer and Managing Director. Management of PMO in supporting role.

Directed media and creative agency tender process, appointment and management agreement.

• Launched Salesforce Pardot CRM software into B2B Channel team, resulting in increased broker engagement and mortgage application pipeline
• Lead marketing stakeholder on major business project to launch new mortgage technology platform into Society via 3rd party provider, IRESS
• Responsible for all B2B and B2C Channel communications across online, branch, email and BDM support
• First and second line manager responsibility to total team of 6
• Managed and optimised entire Channel budget of £800k.

• Led customer communications for retail campaigns across 4 brands and 320 outlets nationwide
• Delivered integrated campaigns through cross-functional collaboration
• Improved campaign strategy with digital, colleague engagement, and commercial enhancements
• Managed £600k budget and led team of 5
• Developed and launched YBS’s brand purpose, personality, and tone of voice
• Engaged stakeholders across all levels, including Senior Leadership, through presentations and workshops.

Clients: Argos FS, William Hill, Amplifon, Dignity, Eurocamp, Simplyhealth.

• Directed strategy, developed and maintained several clients, from project work to fully integrated campaigns. - Responsible for delivering key change projects for clients including re-brand for International Personal Finance and relationship management programmes for Argos store card and William Hill
• Responsible for leading scoping, delivery and implementation of Dignity Funeral Plans and Tellemachus website
• Business development including writing and presenting at new business pitches
• Managed and developed team of 3.