Carly Natalizia

Responsible for the end-to-end digital customer journey, from digital marketing through to purchase. Defining the global strategy for the digital ecosystem, maximising the power of the brand and optimising for awareness, activation, engagement and retention, to deliver customer value.

Leading the global marketing team for Gymshark. Responsible for scaling the brand, growing a loyal and engaged customer base and delivering commercial growth.

Leading the marketing team for UK, EMEA and APAC. Responsible for scaling the brand, growing a loyal and engaged customer base and delivering commercial growth.

Chief Marketing officer for the Very Group, reporting to the Retail MD (exco member), as a key member of the group leadership team. Responsible for Brand, Customer Proposition, Social, Consumer PR, Creative, and Performance Marketing. Taking a leading role in the business for shaping and improving the end to end customer experience. Utilising the extensive data available within the Very Group to craft effective strategies to engage with customers and drive business results. Re-designing the marketing operating model, to build a modern digital marketing function to drive performance and growth in an agile digital pureplay business. Commercial responsibility for delivering new customer growth targets, and driving retention of the existing customer base. Responsible for a team of 250+, and budget £100m+. Proud to support the University of Liverpool Management School, as a member of their advisory board, Feb 2020 to May 2022.

A member of the group leadership team, responsible for performance marketing, CRM, customer communications and decisioning, across all group brands.

Marketing Director for Virgin Money Digital Bank, reporting to the Creative Director (exco member) and supporting MD Digital Bank (exco member) in a matrix structure. Building the team, setting and delivering against the marketing and digital strategy for the launch of a mobile-first banking experience. A fintech start-up ring-fenced within Virgin Money. Envisioning, and delivering a truly reimagined way for customers to interact with their bank, using data and insights to build decisioning capability to create contextually relevant and personalised interactions. Designing and operating a modern Digital Marketing function to drive performance and growth in an agile digital business. Responsibilities across the breadth of marketing and digital functions: brand, tone of voice, web and app UX/UI, customer acquisition strategy, and all CRM including customer engagement, content strategy, regulatory interactions and marketing capability build. Working in agile to design and implement the strategic vision which will bring the customer proposition to life through all customer touch points, ensuring the end to end customer experience is intuitive and beautifully executed, living up to the high expectations customers have of the Virgin brand. Responsible for creating the launch strategy and building the acquisition marketing capabilities to enable Virgin Money to achieve its key commercial objective of acquiring 1m new current account customers in 5 years. Leading a team of 25, budget ~£20m. Key Achievements; o Selecting, contracting and implementing 3 Adobe marketing cloud solutions. A best in class set of solutions, fit for a truly modern marketing function. o Designing in-app design, tone of voice and connection with the Virgin Money brand. o Selecting, contracting and implementing a new mobile-first media agency. o Building a new team in a start-up environment, establishing modern methods of working, creating an operating rhythm using an agile delivery approach.

Reporting to the Virgin Money Marketing Director and supporting the Director of Credit Cards (exco member), successfully operating in a matrix structure as a member of both the marketing leadership team and the credit cards commercial leadership team. Responsible for all performance marketing, developing and implementing the marketing and digital strategy to achieve the commercial objectives for Credit Cards, Prepaid Cards and Current Accounts. Leading an end to end, fully digital, marketing team to manage performance marketing to deliver new customer acquisition, customer engagement and value management as well as customer manage through all service and mandatory communications. Responsible for a team of 18, £10m+ budget. Key Achievements; o Led marketing and digital for the successful build and launch of the Virgin Money credit card business. o Created the customer journey for the successful migration of >600k customers on to the new business platform. o Designed the product and marketing launch strategy which saw Virgin Money take a leading position in capturing material new business market share and growing the book from £1bn to £3bn ahead of the market committed target timeframe. o Disrupting the market with the integrated launch of the Sex Pistols Credit Cards. Maximising the creative potential of the Virgin brand to deliver commercial results, achieving national press coverage, trending on twitter and a 3-fold increase to website visitors. o Leading and winning the pitch for the Virgin Atlantic Credit Card business.

Responsible for developing strategic marketing plans and delivering campaigns, BTL and ATL, to drive awareness, consideration and conversion of new current account customers. Generating main banking behaviours and up-sell to paid-for current accounts as well as driving adoption of online and mobile services. Responsible for marketing budget £6m+ Key Achievements; o Created and implemented the marketing strategy to deliver the business self-service objectives through driving online and mobile registrations and ongoing usage. o Launched the ATL current account campaign for the successful launch of the cashback plus proposition.

Responsible for the strategic development, commercial and operational management of the Natwest and RBS credit card rewards programme. Including contract and performance management of the outsourced loyalty provider and reward redemption partners. Driving innovation, development of the strategic roadmap for new initiatives, business case approvals and delivery. Budget of £25m+ Key Achievements; o Reduced running costs by 25% through renegotiation of contracts, whilst delivering an enhanced customer experience through negotiation of value add services. o Led the design, build, test, and delivery of a new website for customers to redeem their rewards points. Which led to a material increase (+15%) in rewards redemption rates. Key Achievements; o Material savings generated (-25%) through restructure and renegotiation of contracts, in addition to delivering an enhanced customer experience through the delivery of value add services, such as e-vouchers at the partners cost, achieved through taking a partnership approach. o Led the design, build, test, and delivery of a new website for customers to redeem their rewards points.

Reporting to the Chief Marketing Officer, as a member of the marketing leadership team, responsible for all marketing trading, delivering >20% of new business market share in new customer acquisition. Developing strategy, creating marketing campaigns and managing all performance marketing to deliver commercial results for UK, Ireland and Business Credit Cards. Accountable for acquisition of new customers through all channels, on-boarding, customer engagement and cross sales. Ownership of relationships with media agencies, out-sourced call centres and direct promotions vendors. Led a team of 50+, budget of £20m+ Key Achievements; o Led significant org re-design. Maintained people engagement, created a structure which could effectively deliver against marketing objectives and delivered material headcount efficiencies for the business.

Responsible for all performance marketing, delivering the new account plan across all channels, for multiple brands of credit card products in the UK and Ireland, through the leadership of a large marketing team. Including managing relationships with external media agencies and vendors. Budget £10m+

Leading a marketing team to deliver the new account plan for new small and medium sized business credit card customers. Including relationship management of affinity partners and vendors.

Responsible for all data driven marketing activity, including development of models and segmentation tools through leading the relationship with database marketing.

Responsible for the management of the statement insert channel, engaging with third parties monetise the channel, generating material income, and negotiating engaging discounted offers for customers.

One year rotation fast-track management programme including time in all key business areas including marketing, finance, credit, collections, customer service and sales.