BT TV &
SPORT CRM

BT's TV and sport customer engagement programme was stuck in a rut of static weekly emails. As the day-to-day editorial lead, I helped transform it into a multi-channel, interactive, data-driven content stream.

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• I created a targeted editorial strategy to engage customers at the most relevant moments to them.

• I oversaw a team of junior and senior editors to plan and deliver email and social content.

• I devised a test and learn plan with the data analysis team to optimise all work.

• I helped BT introduce existing customers to its new flexible TV proposition with an upsell strategy that worked in tandem with the CRM programme.