Nic leads has been leading the digital transformation of MBNA digital marketing capabilities since joining the business, focusing on Search Marketing (Paid & Organic), Paid Media (Display, Social, Native & Mobile), Aggregator & Affiliate Marketing, Digital Analytics and enhancing our Public Website content. Nic also leads the strategy and transformation of MBNA’s digital capability; Web, Mobile, Voice, Email and SMS, delivering measurable business impact and ROI, as well as driving customer adoption of digital channels resulting in increased customer delight. He is also accountable for the optimisation of revenue and service strategy for the business to drive improved conversion and completion rates. Nic leads multi-disciplined digital teams with direct P&L accountability. Better utilisation of data is another area Nic has focused on, helping to ensure that we are able to capture, store and process more data than ever about our customer’s path to conversions. Utilising this data and that of various 3rd parties to effectively target our existing and prospect customers across different channels and devices.