United Kingdom
At Arsenal F.C., our team has honed a robust mobile strategy and product roadmap, enhancing fan engagement and ensuring a seamless user experience. Core competencies include precise project vision articulation, rigorous product testing, and new media project management, all contributing to the club's digital excellence. My role encompasses managing both the strategic and operational aspects of the club's mobile platforms, with a strong focus on delivering quality digital product releases. Utilizing teamwork and advanced product strategies, we have successfully launched significant projects, ensuring Arsenal remains at the forefront of digital innovation in the sports industry.
- Advise organisations on product vision, platform strategy, and immersive customer experiences across entertainment and consumer ecosystems. - Define multi-horizon product strategies balancing near-term delivery with long-term platform evolution. - Partner with senior business, technology, and design leaders to shape roadmap priorities, operating models, and success metrics. - Support leadership teams navigating ambiguity, organisational change, and emerging experience categories (interactive, gamified, AI-driven).
Responsible for the strategic development and optimisation of Arsenal's mobile platforms, venue platforms and stadium access to achieve business goals. Key Focus: • Responsible for the strategy and technical product roadmap of the Club’s mobile platforms. • Accountable for product development of venue platforms such as Ticketmaster, new hospitality website and stadium access control. • Extensive experience in native app development (iOS, Android) to ensure optimal UX. • Worked as part of a team to prioritise a backlog of requirements for the Club CMS, mobile apps and venue products. • Managed the product development for eCommerce integration within the mobile app to enhance the customer purchasing experience. • Monitored and reported on KPIs, leveraging data for continuous growth and to reach business goals • Line manager for the QA Analyst, responsible for the testing process across owned web and mobile platforms. • Collaborated with product leads and engineers to successfully deliver products to market focusing on measurable outcomes and optimisation. • Led cross-functional teams in developing, testing and launching new products such as My Arsenal Rewards scheme and live Pay Per View matches. • Ability to clearly articulate project vision and customer journeys to partners and leadership. • Prepared briefs, SOW's, conducted research; to formulate comprehensive business proposals and present to senior stakeholders. • Delivered systems integration to ensure consistent omni-channel tracking, CRM identification and single view of the customer (SSO). • Led the go-to-market strategy for several app development products, from concept to launch. • Defined product positioning, conducted comprehensive market research, and crafted targeted messaging. • Adept at using agile methodology to lead teams through an entire product lifecycles holistically. • Ability to translate extremely technical requirements into simple language.
Evolved the Club’s commercial e-mail marketing programme and fan engagement platforms to achieve company-wide objectives and to drive commercial revenues. Developed targeted customer communications by sourcing relevant content and tracking campaign results to allow continuous improvement with the objective of building and expanding fan relationships. Managed global data capture opportunities with online competitions platform and social media applications. Key Focus: Data Capture - Build fan relationships on a local and global level. Data Analysis - Understand fan behaviors and derive insight. Customised Experience - Deliver targeted campaigns to drive commercial value.
Created, implemented and managed all digital marketing campaigns including; e-mail marketing, mobile initiatives, social media fan engagement, online ticket sales advertising, and retail marketing. • Assisted in defining key integration strategies for monetising standalone digital assets • Designed and deployed all sales, partnerships, premium, hospitality, and retail e-mails • Managed and implemented all in-game and in-market/grassroots mobile programs • Led the integration of the organizations CRM and e-mail systems • Provided marketing automation strategy and implemented automated campaigns • Managed the digital marketing campaigns for season ticket renewals and new business • Planned, managed and scheduled all single-game ticket pre-sales/on-sales • Implemented annual business plans for online, social media, e-mail and mobile platforms • Provided support in driving Facebook fan base by 350% and over 1 million Twitter followers • Extracted and compiled data to generate reports from multi-media digital platforms • Assisted with corporate sponsorship activation and new business acquisition through integrated multi-channel marketing campaigns. Included national and international brands such as Mercedes-Benz, Subway, T-Mobile, Amway, PepsiCo, adidas, Walgreens and Florida Hospital
Responsible for project initiation, content generation and scheduling of advertising in multiple media. Accountable for writing copy and coordinating traditional media assets: - Live game broadcasts – radio and TV drops, LED signage in-game and in-market - Radio and TV commercials, on-hold messaging, and poll banners - Outdoor, print, and in-game advertising