Website & UX
Creating pages, improving hierarchy, reviewing journeys and clarifying calls to action.
Digital experience
Improving the experience across a varied website estate
My role spans website content, UX, campaigns, analytics and digital development across a varied collection of customer-facing websites.
Role
Group Senior Marketing Executive
Focus
UX, campaigns & insight
The challenge
Different customer journeys, one connected experience.
Customers move between research, offers, availability, support and enquiry forms. Those journeys need to feel consistent while accommodating different audiences, commercial priorities and platform limitations.
Content requirementsCustomer needsSEOConversion
My role
What I worked on across the website estate
Campaign delivery
Turning sale events, launches and finance activity into coherent digital journeys.
Fixing everyday problems
Investigating tracking, forms, filters and integrations with technical suppliers.
Content for different audiences
Adapting product information for different audiences, requirements and stages of the customer journey.
Customer journeys
Improving new-car, aftersales, callback, FAQ and lead-generation experiences.
Analytics
Using behaviour and performance evidence to inform practical improvements.
What this demonstrates
Digital marketing works best when content, UX, analytics and technology are considered together.
This work shows how I translate business requirements into practical improvements across a large, collaborative and technically constrained digital estate.