Claire Moyles

Designed and delivered a transformative three-year go-to-market strategy to reverse declining brand and commercial metrics, while reducing reliance on aggregators. The new strategy resulted in a 200% increase in direct business.

• Transformed the marketing function to align with the new strategy, focusing on ROI, digital specialisation and in-housing media and creative. Adopted agile working methods and prioritised colleague development, boosting advocacy by 20% over 3 years and saving £2m annually on marketing costs.

• Secured substantial long-term investment to drive brand growth. Developed and launched a new brand proposition and visual identity as part of a multimedia digital-first brand campaign. Achieved all-time high brand health scores, outperforming category benchmarks and won a Marketing Society STAR award for the strategy and execution.

• Invested in the launch of new digital marketing channels and optimised existing channels by connecting to first-party data, improving bidding strategies and using AI to build dynamic creative, predictive budget allocation and scaling. 325% growth in 2 years and 47% reduction in CPA.

• Established a robust measurement framework including building econometrics in-house, attribution and lift studies to drive more effective planning, decision making, channel execution and post-campaign analysis. £1.5m reinvested in more efficient channels as a result.

• Led loyalty analysis across JS Group, proving deeper customer relationships across Bank and retail drive greater ROI for the Group. Findings secured increased investment and enhanced integration across the Group's digital and physical estate, boosting channel sales by 30% since 2021 .

• Led the customer transformation for Bank and AFS during the sale, ensuring customers remained informed throughout to minimise detriment, reduce churn and deliver good outcomes.

Interim role leading a team of 60 and a budget of £50m

• Appointed Interim Marketing Director at the onset of Covid-19 crisis. Managed significant brand reputation risk through leadership of crisis communications and re-setting of brand strategy.

• Over a 6-month period, doubled awareness (ranking 2nd in market) and recognised as the best bank for social engagement. Additionally, digital banking users increased by 30%, in response to the new brand advertising encouraging new ways to bank.

Responsible for £35m marketing budget across NatWest group of brands

• Led effectiveness review resulting in moving budget from traditional to digital media channels supported by new technology and operating model. 60% increase in digital sales driven by marketing as a result.

• Deepened customer relationships by developing a new route to market for selling loans to existing customers. Worked with Facebook to directly feed CRM data to target qualifying customers with social ads. 50% of all loan marketing sales delivered through this channel.

• Launched paid social as a new channel for NatWest Group of brands and first high street bank to use Snapchat and Tik Tok for acquisition campaigns. Acquired 50k sales in 3 years at £30m NPV.

• One of few advertisers to connect the data management platform to social, search and display resulting in 47% lower cost to acquire.