Samantha Otter
London,United Kingdom
Summary
Accomplished professional with a robust skill set in strategic leadership, customer excellence, and brand development. Demonstrates expertise in cross-functional leadership and digital transformation, driving growth through data-driven strategies. Proficient in change management, strategic planning, and operations management, with a strong focus on financial forecasting and budget development. Adept at process improvement to ensure seamless project delivery. Committed to leveraging skills for continued professional growth and organisational success.
Overview
27
27
years of professional experience
5
5
years of post-secondary education
Work History
Chief Operating Officer
Find my past
11.2021 - 02.2024
- Promoted a customer-centric approach in all business operations.
- Company-wide organisational transformation initiative, restructuring into cross-functional, outcome-led, mission-oriented teams resulting in Employee engagement growth +81%
- Glass Door improvement from 3.2 to 4.2
- Sponsor of - customer data platform to deliver trigger-based conversations aligning both inbound and outbound customer success – delivered Monthly Recurring Revenue Growth of 12%
- Led 7 Direct Reports - wider team size of 56
- British family history subscription business, that holds rich UK historical information
Chief Revenue Officer
Find my past
11.2018 - 10.2021
- Company Overview: A British family history subscription business, that holds rich UK historical information
- Developed a sustainable mission & complete rebrand both for B2B and B2C
- Driving overall improvements in Brand Awareness of 40%
- In-housed marketing tech platform and growth capability in 2019 to drive efficiency and agility in Search Channel
- Driving initial revenue growth 7%
- Led 4 Direct Reports with a wider team size of 23
- A British family history subscription business, that holds rich UK historical information
Marketing & PR Director, EMEA
Celebrity Cruises
01.2017 - 12.2018
- Company Overview: Part of Royal Caribbean Group
- Refocused the team on critical areas for improvement to enhance direct repeat bookings and elevate customer satisfaction
- This initiative led to the implementation of a comprehensive post-booking and post-travel communication plan, resulting in increased repeat bookings and an improved Net Promoter Score
- Revitalized the segmentation model for the UK and Ireland markets to deliver the most relevant content to prospective first-time cruise customers
- Led 4 Direct Reports with a wider team size of 13
- Part of Royal Caribbean Group
Global Marketing Director
Cheapflights
01.2015 - 12.2017
- Company Overview: Successful Sale Exit to Priceline
- Drive profitable global growth to improve the overall business valuation by enhancing brand visibility and achieving the top position in Google search rankings
- I restructured and led a cross-functional, global team to implement a comprehensive marketing strategy
- This included spearheading a brand relaunch that diversified our marketing spend from exclusively search-focused tactics to include brand-building channels such as social media and broadcast advertising
- Led 5 Direct Reports with a wider team size of 14
- Successful Sale Exit to Priceline
Head of Marketing, Head of Loyalty and Insights
Virgin Holidays
01.2011 - 12.2014
- I was responsible for developing and implementing the marketing strategy, ensuring accountability for key performance indicators (KPIs), including increasing the number of returning customers through a new customer lifetime model and improving the Net Promoter Score (NPS)
- I redefined the brand strategy to align with our objectives and delivered a Single Customer View across five brands, which facilitated better insights and personalised marketing efforts
Head of Customer Conversations
O2 UK - Telefonica
01.2003 - 12.2011
- I was responsible for developing and executing the direct communications and retention strategy for 17 million O2 customers across four P&Ls—Pre Pay, Post Pay, SME, and Corporate
- Key performance indicators (KPIs) included reducing churn rates, improving average revenue per user (ARPU), and enhancing overall customer experience
- I implemented enhanced customer engagement strategies that focused on personalization and responsiveness
Marketing Executive
Walt Disney Parks and Resorts
01.1997 - 12.2003
- My objective was implement and later develop marketing strategies that would attract UK visitors to Disney parks and enhance their overall experience, thereby increasing guest visits and engagement
- Developed the first Holiday Planning Guide, significantly increasing guest visits
Education
BSc Hons - Business Decision Analysis
Staffordshire University
09.1992 - 06.1997
Skills
- Strategic Leadership
- Customer Excellence
- Brand Development
- Cross Functional Leadership
- Data Driven
- Growth Expert
- Digital Transformation
- Change Management
- Resilience
- Strategic planning
- Operations management
- Financial forecasting
- Budget development
- Process improvement
- Risk management
- Compliance oversight
- Supply chain optimization
- Project delivery
Custom
Chief Operating Officer with over 15 years of experience leading strategic initiatives and optimizing organisational performance across technology, travel, telecommunications, and entertainment sectors. Expert in digital transformation and operational excellence, with proven success driving 50% revenue growth and 38% customer volume growth at Findmypast. Skilled in cross-functional team leadership and data-driven decision-making, seeking to leverage comprehensive operational expertise to streamline processes, enhance productivity, and deliver sustainable growth through innovative solutions. Successfully executed two exits, one driven by a significant increase in valuation and the other through a sale at 5 times revenue., Chief Marketing Officer with over 15 years of experience leading global marketing strategies and brand development initiatives across technology, travel, telecommunications, and entertainment sectors. Expert in digital marketing and customer engagement, with proven success increasing market share by 14% at Cheapflights and driving a 200% increase in web revenues at Celebrity Cruises. Skilled in cross-functional team leadership and innovative digital transformation strategies, seeking to leverage comprehensive marketing leadership to elevate brand presence, accelerate revenue growth, and spearhead customer-centric initiatives. Successfully executed two exits, one driven by a significant increase in valuation and the other through a sale at 5 times revenue., Chief Revenue Officer with over 15 years of experience driving revenue growth and market expansion across technology, travel, telecommunications, and entertainment sectors. Expertise in SaaS sales strategies and subscription-based revenue models, consistently achieving 10% year-over-year revenue increases. Led the successful implementation of a customer data platform at Findmypast, resulting in £3 million in new revenue streams through enhanced customer engagement. Seeking to leverage strategic sales leadership and revenue optimisation skills to accelerate profitable growth and maximize market share. Successfully executed two exits, one driven by a significant increase in valuation and the other through a sale at 5 times revenue.
Timeline
Chief Operating Officer
Find my past
11.2021 - 02.2024
Chief Revenue Officer
Find my past
11.2018 - 10.2021
Marketing & PR Director, EMEA
Celebrity Cruises
01.2017 - 12.2018
Global Marketing Director
Cheapflights
01.2015 - 12.2017
Head of Marketing, Head of Loyalty and Insights
Virgin Holidays
01.2011 - 12.2014
Head of Customer Conversations
O2 UK - Telefonica
01.2003 - 12.2011
Marketing Executive
Walt Disney Parks and Resorts
01.1997 - 12.2003
BSc Hons - Business Decision Analysis
Staffordshire University
09.1992 - 06.1997
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