I joined Pete and Tom at Foolproof in 2004 to help grow and develop the business and set up our London operation. I work as a client partner to some of our major clients in banking, energy and media.

I’m a customer experience strategist and responsible for driving forward Foolproof’s UX strategy framework, methodologies and skills. I believe that the future of global brands lies in creating and executing holistic customer experience strategy to drive innovation, business transformation and performance measurement.

Prior to joining Foolproof I was the Head of Marketing & Content at Interactive Investor www.iii.co.uk, the UK’s biggest and most active investor website. I had a front seat for the dot.com boom & bust and learnt valuable and painful lessons about why building digital channels with customers (not just for customers) really matters.

I’m currently Vice President of the UK UPA and recently served on the Election Committee for the UPA International Board of Directors.

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