Leora Setterington
Summary
Product professional experienced in leading discovery, prioritisation and stakeholder alignment to enhance user experience and maximise business value. Skilled in Agile methodologies and passionate about leveraging AI, automation and emerging technologies to streamline processes and improve decision-making. Brings a balanced approach to product development, combining user insight, data-informed thinking and cross-functional collaboration to deliver solutions that are scalable, intuitive and aligned with strategic goals.
Overview
18
18
years of professional experience
1
1
Certification
Work history
Product Owner
Sykes Holiday Cottages
Chester
12.2020 - 01.2026
- Led product strategy across CRM, Operational Efficiency, Customer Experience and Owner Portal & App, delivering solutions that improved user experience and business performance.
- Improved Owner App adoption by 15% YoY and reduced Owner onboarding time by 30% through automation and UX enhancements.
- Led the Product delivery of a customer engagement platform integration (voice calls, SMS, WhatsApp and automated messaging), partnering with a Project Manager and external development agency to improve the speed and reliability of customer communications.
- Integrated an A/B testing framework into the CRM , enabling controlled feature rollouts with zero downtime and reducing post-release support tickets by 40%.
- Implemented page-level data tracking across CRM operational areas, unlocking visibility where none previously existed and enabling data-driven decision-making.
- Identified manual, repetitive tasks and workflow bottlenecks within the internal CRM, proposing process improvements to streamline workflows, reduce handoffs, and remove redundant steps.
- Led discovery and prioritisation of initiatives, translating unstructured requests into actionable user stories.
- Analysed user behaviour using analytic tools to inform product decisions and improve digital experience.
- Facilitated Agile ceremonies and fostered cross-functional collaboration to deliver iterative improvements.
- Acted as key liaison between technical and non-technical stakeholders , ensuring alignment and clarity on scope and priorities.
- Explored AI-driven opportunities through apprenticeship projects , including:
- Using LLM-based approaches to automate competitor research and insight generation.
- Investigating methods for categorising owner feedback with natural language processing (NLP) to identify themes and sentiment.
- Assessing potential for analytics tools (e.g., PostHog) to capture in-app behaviour and inform product decisions.
Operations Team Manager
Sykes Holiday Cottages
Chester
05.2011 - 11.2020
- Led multiple operational teams across departments , stepping in during periods of leadership gaps or crisis to stabilise performance and maintain service continuity.
- Took lead role in rolling out new internal CRM , partnering with Ops Manager and cross-functional teams to replace legacy system and ensure smooth adoption across operations.
- Streamlined workflows and reduced inefficiencies , introducing process improvements that enhanced productivity and reduced costs.
- Monitored KPIs and implemented corrective actions , improving team performance and aligning operations with business objectives.
- Developed and coached high-performing teams , driving engagement and ensuring consistent delivery of service standards.
- Translated senior leadership directives into actionable plans , ensuring smooth implementation of policy and operational changes.
- Optimised resource allocation and scheduling , resolving complex staffing challenges to maintain service levels.
- Implemented training and development initiatives , reducing errors and improving compliance with best practices.
Reservations Agent
Sykes Holiday Cottages
Chester
11.2010 - 05.2011
- Handled high-volume inbound calls and emails, delivering excellent customer service and meeting daily targets.
- Processed bookings, amendments, and payments accurately using CRM, ensuring policy compliance.
- Maintained accurate financial records for deposits and balances, reducing errors and improving transaction efficiency.
- Promoted travel insurance options, contributing to increased Average Transaction Value.
- Built strong product knowledge forming foundation for progression to Team Manager.
Senior Residential Care Worker
New Reflexions Care Group
Shrewsbury, Shropshire
06.2008 - 10.2010
- Provided 1:1 and 2:1 care for young people aged 11–18 with complex needs, ensuring safety and wellbeing.
- Built trusting relationships and delivered tailored support plans to address social, emotional, and behavioural challenges.
- Led interventions and structured activities to develop life skills and community integration.
- Collaborated with external agencies and multidisciplinary teams to maintain continuity of care.
- Completed NVQ Level 3 in Children and Young People; maintained knowledge of legislation and best practice.
Education
AI for Business Value (Level 4 Apprenticeship) -
Multiverse
Chester, Cheshire 06.2025 -
NVQ Level 3 Children & Young People -
City & Guilds
Shropshire 02.2009 - 06.2010
GCSEs -
Upton Hall Convent School
WirralSkills
- Agile product management & backlog prioritisation
- Strategic planning & roadmap development
- Process mapping & workflow optimisation
- A/B testing & experimentation frameworks
- Data analysis & performance metrics
- Cross-functional team leadership & stakeholder engagement
- Familiarity with AI, automation, and productivity tools (eg, LLMs, workflow automation)
- Change management & continuous improvement
Certification
Certified Scrum Product Owner (CSPO) – Scrum Alliance
Renewed April 2024 Credential ID 001345675
HOBBIES AND INTERESTS
- Staying active through playing tennis, weight training and walking
- Gardening, particularly growing fruit and vegetables
- Reading and listening to audiobooks
- Travelling and exploring new cultures
- Quality time with family
Timeline
AI for Business Value (Level 4 Apprenticeship) -
Multiverse
06.2025 -
Product Owner
Sykes Holiday Cottages
12.2020 - 01.2026
Operations Team Manager
Sykes Holiday Cottages
05.2011 - 11.2020
Reservations Agent
Sykes Holiday Cottages
11.2010 - 05.2011
NVQ Level 3 Children & Young People -
City & Guilds
02.2009 - 06.2010
Senior Residential Care Worker
New Reflexions Care Group
06.2008 - 10.2010
GCSEs -
Upton Hall Convent School