Valerie Emmerson

As Digital Product Specialist at TUI, I led enhancements to Check-In and Manage My Booking platforms, aligning product development with business strategy and regulatory standards. I identified commercial opportunities through ancillary and upselling improvements, launched a data-driven personalisation initiative, and championed accessibility across all digital features.

• Global Lead for Airline Check-In Services across UK, Ireland, Nordics, Central and Western Europe, supporting ~27 million customers annually
• Led transformation of end-to-end global check-in experience, unifying markets under a new MWA technology stack
• Senior Product Owner across three technical teams, driving product strategy, delivery, and cross-pod visibility
• Reduced legacy system check-in errors through targeted use of data analytics tools

At Virgin Atlantic, in collaboration with cross-functional teams across Delta and Virgin Red, I defined a new digital Loyalty product portfolio and roadmap, ensuring alignment with the broader Loyalty business strategy. I contributed throughout the product lifecycle, shaping end-to-end customer journeys and managing key digital Loyalty KPIs to monitor performance and drive continuous improvement. I also facilitated ideation workshops, using insights from these sessions to inform and refine the future product pipeline.

• Launched award search tool, recognised as one of the industry's leading airline features.
• Co-ordinated strategic delivery of Loyalty features and Account functionality across multiple digital teams.
• Achieved 7% reduction in customer errors and boosted average spend through targeted continuous improvement initiatives.

At EDF, I led high-profile business test-and-learn initiatives focused on generating innovative product ideas with 1–3-year strategic lens for non-energy propositions. As Product Lead, I drove the development of new concepts for both B2B and B2C markets across EDF’s portfolio, applying the 4D methodology to deliver high-quality, validated solutions ready for integration.

• Created Agile test-and-learn super pods with cross-functional collaboration to rapidly validate product hypotheses.
• Executed end-to-end product management with strong focus on KPI accountability and performance tracking.
• Implemented new EDF tariff bundles, driving an increase in customer lifetime value.
• Led product strategy for EDF’s white-labelled e-commerce store, from concept to launch.

At EDF, I analysed data, consumer behaviour, and market trends to build strong business cases for new B2B and B2C propositions. I championed low carbon heating solutions, raising EDF’s profile through trade shows and networking. Internally, I led insight-sharing initiatives like lunch-and-learn sessions and quarterly stakeholder presentations to showcase team impact and drive collaboration.

• Developed and launched a new insurance product, becoming EDF’s top-performing non-energy commercial offering.
• Contributed to the design of customer journeys within existing digital channels to enhance user experience.
• Led insurance strategy to expand the product portfolio, resulting in improved customer retention and stronger KPI performance.