1. 1. Kayleigh Basford Address: 28 White Horse Road, Marlborough, Wiltshire, SN8 2FE Mobile: +44 (0)7771 570 387 Email: kayleigh.basford@vodafone.com Key Skills & Strengths Proven transformational senior manager Recognised as building high performing teams across online, retail & go to market functions Successfully led large scale delivery projects and programs such as 4G and back ordering capabilities, as well as numerous other high profile launches Proven project management and leadership success within a matrix environment (using both waterfall and agile methodologies) Strong stakeholder management and influencing capabiliities Experienced in digital and retail functions as well as having multi channel understanding and experience Career History Senior Marketing Manager - Go to Market (Maternity Cover), Vodafone - Present Key Achievements: Led and facilitated the creation of a clear strategy for the teams Audited the teams and provided actionable recommendations to senior management Within this current role I head up three key teams within the Go to Market Function. These teams are responsible for launching all new devices across retail, digital and the call estate; the training and buy in of the channels for any promotional, price or product launches and ensuring the stores have the correct layouts and point of sale. My mandate when joining the team was for change. This has meant a large part of my role has been providing a fresh pair of eyes and auditing the team to look for improvements in each area. As part of this I identified key gaps and made clear recommendations which are now being implemented. Senior User Experience Manager, Vodafone November 2013 - April 2015 Key achievements: Defined the UX strategy and teams role within Vodafone Off the back of the strategy recruited four further UX specialists to create a team of nine Sourced and implemented new UX tools to help meet the UX strategy Introduced an iterative testing UCD structure into the team (the 1% rule) Built a team with clear goals and priorities Introduced full end to end journey management which the team continues to see results from. Particularly from a conversion, sales and NPS point of view Successfully identified and implemented efficiencies to better manage business demand Identified a skills and role gap needed to manage demand Instrumental through the strategy I had created in refining and implementing a new demand structure into the Configuration Change & Online team Developed the team to use UX tools, theories and techniques to identify and implement journey improvements (conversion, sales and NPS measures) Within this role my key responsibilities were to manage the nine Online User Experience experts and build a strategy that the team could follow and would be successful. As part of this I also had to manage the demand into the team and use the insights the team gathered to feed into the overall online UK strategy. I had great success in this role demonstrated by my being asked to move on to a senior position.
2. 2. Post Pay Online User Experience Manager, Vodafone July 2012 November 2013 Key achievements: Delivery of key go to market projects such as iPhone 5, 5s & 5c, 4G, and leasing propositions Launching 4G online in the UK Identified, scoped and implemented the Track My Order functionality online resulting in a 15% increase in NPS Completed my CIM Diploma in marketing (night school) Within this role I was the User Experience expert for post pay, meaning I was responsible for the customers experience, online optimisation, and R&D, for all the post pay journeys on www.vodafone.co.uk. As well as this a large part of my role was working with the business to deliver and gather requirement for launches required as well as using customer insights to ensure I delivered the best experience. Multichannel Manager, Vodafone December 2010 June 2012 Key achievements: Scoping, design and implementation of the new pre and back order tool across digital, retail and the call estate. This resulted in an over a 1 million a year saving from warehouse costs and significantly improved customer experience (NPS -13% to 25%) Delivered lead management efficiencies through retail, telesales and digital resulting in a significant lift in volume and quality of leads delivering a 6% increase in conversion (resulting in a circa 50k revenue increase per month) Within this role my responsibility was the delivery of multi-channel projects. I had several KPIs, the main ones being improving employee and customer experience, increasing revenue and identification of cost savings efficiencies. The biggest project I was responsible for was the pre and back order tool. This was an 18 month project which saw me building the business case, working with multiple areas of the business (from technology to marketing, to digital, to legal and many others) and implementing the new system. As a result of the multiple touch points I had to learn about the back end systems including billing platforms, digital, retail, and call centre systems to ensure the new tool would work seamlessly. Senior Store Manager Newbury High Street, Vodafone January 2010 November 2010 Key achievements: Achieved a 30% increase on new volume YOY Increased the touch point NPS score from an average of 16 to 65.6 and increased team engagement (measured by a company survey from 70%-85%) I was proactively approached to lead the Newbury team, which being next to Vodafone HQ is a high profile store. I led a team of 22 and was tasked with building a plan to drive up customer experience and sales performance as the store was performing below its potential. I believe strongly that my experience in retail led to my passion for customer experience and still use the experiences I had in retail in my work today. Senior Store Manager Brighton, Vodafone March 2009 December 2009 Store Manager Hove, Vodafone December 2008 February 2009 (Seconded to open a new store and set up team) Store Manager Eastbourne, Vodafone May 2007 November 2008 Assistant Store Manager Worthing, Vodafone July 2006 April 2007 Sales/Senior Advisor, Assistant Manager Brighton, Vodafone September 2004 June 2006 Education and Qualifications Diploma & Certificate in Marketing (CIM DipM and CIM Cert) NVQ Qualification Business Management level 3 and BTEC 4 AS levels A-C - English, Geography, Psychology and Philosophy 11 GCSEs A-C Personal Interests Outside of work my husband and I enjoy exercising either at the gym or running outdoors. I also enjoy cooking for friends, travelling and skiing, which Im slowly getting better at!