Digital and commercial leader with 15+ years of international experience — including 7 years driving digital performance, e-commerce growth, and programme delivery at Imperial Brands, a global FMCG operating across 30+ markets.

What sets me apart is the ability to see the numbers behind digital features: I specialise in defining what “good” looks like commercially — setting KPIs and targets, building performance frameworks, and translating data into growth decisions that stick.

As Head of Digital Performance & Programmes at Imperial Brands, I lead at the intersection of strategy and execution: shaping the digital and omnichannel performance agenda, establishing portfolio governance across complex multi-stakeholder environments, leading Centre of Excellence (COE) teams, and embedding outcome-driven frameworks into how teams work every day. Recent work includes establishing the global digital performance agenda, scaling omnichannel measurement across markets, and delivering strategic programmes that shifted how senior leadership tracks and acts on commercial outcomes.