LOUISE HALLIWELL

Overall P&L responsibility and accountability for the sustainable growth of OSB Group's £24BN of Savings balances and c500,000 customers across the Group's various savings brands, leading the teams in the delivery of the savings customer, business and funding strategies in line with the Group's strategic objectives. Member and attendee of key executive level committees including Assets and Liabilities Committee (ALCO); Customer and Product Committee and Group Risk Committee.

Key Achievements:

• Led the successful development and implementation of a new Cloud based savings platform, delivering operational efficiencies, greater competitive agility and improved customer experience.
• Delivered an end to end review of retail brand architecture, customer segmentation, target markets and proposition to set the strategic direction for the Savings brands, establishing clear identities with customer insight driven propositional features to improve brand differentiation, drive future growth and reduce reliance on price as a primary acquisition lever.
• Delivered 12% growth in the savings book along with a corresponding growth in customer numbers at better than forecast margins, whilst improving already strong Net Promoter (NPS) and Customer Satisfaction (CSAT) scores through improving internal feedback loops, promoting and encouraging test and learn by strengthening links between insight and action.
• Oversighted the delivery, implementation and embedding of Consumer Duty and associated governance within the business.
• Established a customer insight lead approach to product and proposition development.
• Restructured the savings department to create greater clarity over roles and to obtain a better balance of commercial and customer focus.

Budgetary responsibility for and leadership of the commercial marketing, planning and growth teams within the Sports Betting division of Sky Betting and Gaming. Responsible for research, development and delivery of a compelling programme of customer promotions, campaigns at key events and propositional activity to deliver a best in class customer betting experience and return on investment from our marketing spend.

Key Achievements:

• Developed and agreed the Sports Betting customer loyalty strategy.
• Developed the commercial activity plan for 2023 including the campaign plans for Cheltenham Races 2023.
• Optimised pricing and delivery of daily betting offers throughout the December 2022 World Cup period to ensure customers remained engaged and active throughout the tournament.

ExCo role in a Fintech start up established to support regional SME lending through the use of world class lending technology coupled with local knowledge to provide customers with tailored finance solutions in market leading timescales.

Key Achievements:

• Led the build and creation of all aspects of the savings division (B2B and B2C) with responsibility for associated cost/ spend allocation working with the founders, wider ExCo team and Board to mobilise the Bank.
• Developed the savings strategy, commercial plans, proposition, and drove through to implementation ahead of launch.
• Negotiated a multi-million-pound contract to secure NSSL as our operational outsource provider, ensuring favourable terms on key clauses.
• Delivered Board and Regulatory attestation to confirm readiness for launch. This received exceptionally positive feedback including a 'nil return' from the PRA in terms any further questions having exceeded their expectations.
• Worked with the Board and ExCo to make the difficult decision to wind down the Bank following political and economic uncertainty in Q3 2022 which made it difficult to secure future investment at the point we were due to secure our full banking license.

P&L ownership of a £35BN retail savings book, delivered sustainable book growth of £9BN over 7 years.

Key Achievements:

• Set and delivered the savings strategy and commercial plans, targets, proposition development and innovation, pricing, retention, conduct and prudential risk management.
• Implemented lean principles to drive a step change in digital customer experience and conversion, moving digital acquisition from being 10% of new business to >80%.
• Won 2020 'Best Building Society Savings Provider' Moneyfacts Award, an internal award ('Raising the Roof') in 2019 and selected for first cohort of the 'Know The Yorkshire' talent programme.
• Founder and chair of the YBS Women's network.
• Set the Group's Funding Strategy, which resulted in greater savings focus within the business, strategic change and business improvement.
• Delivered research lead improvements to customer proposition - launched 'Savings Pledges', resulting in increased engagement and advocacy, and the Group's loyalty proposition which gave £20m worth of value back to existing customers.
• Developed a clear pricing framework, drove forecasting and product set up improvements to increase accuracy and speed to market.
• Achieved YBS's first 'Green' rating from the FSCS for the customer file test submission following historic concerns around data quality.
• Regulatory program sponsor (FCA's Savings Market Review, ISA changes (including Help to Buy ISA and ISA flexibility)).

Led the Savings Product Management team with responsibility for product, pricing and customer proposition.

Key Achievements:

• Set and delivered the 5-year plan for growth through new product development, pricing and marketing through a range of distribution channels.
• Secured the division's post banking crisis return to profitability of £4.9m at the end of 2012, having improved the marginal spread between mortgages and savings from 37bps (2010) to 61bps (2012).
• Researched and developed 'My Savings' - a proposition that offered customers a range of savings pots that could be personalised and tailored.
• Improved customer retention through enhanced customer experience and planning of volumes to smooth operational spikes.
• Refocused the business on the core savings target market, shaping the customer and brand strategies for Skipton.
• Developed and embedded a structured approach to managing busy campaign periods such as Tax Year End.