About our Transformation Division
The transformation division is leading on building our digital and data capabilities. We need to evolve constantly so that we can continue to compete and reach our future customers, targeting them with the right content at the right stage in the customer journey. The initial stages of the programme continue the application renewal work in our IT systems, the optimisation of systems and the introduction of new systems particularly in the digital and data arenas. The continued updating of our IT application estate will be an enabler for the more far reaching transformational changes that the programme envisages in the later stages, including more efficient and effective support service operations, a more agile organisation and an ever more effective use of data to make decisions, predict trends, inform the industry, and advise our Government stakeholders, whilst developing our digital capability to meet the ever growing expectations of our consumer customers and business partners. We are also reviewing how we can build our commercial activity so that we are not totally reliant on Government funding and can work with the industry on different funding models for joint activity.
Clare Mullin is our Transformation Director. Clare joined us in 2017 and has previously held senior marketing positions at the National Trust and Dyson.
As Brand and Marketing Director for the National Trust, she led the marketing and commercial functions, working on brand, communications, technology and organisational development. As well as developing their new marketing strategy which included appealing to the family market through award-winning campaigns such as 50 things to do before you’re 11 ¾ campaign, she lead the redevelopment of their entire digital platform and implemented a new approach to digital to improve customer engagement. As Group Marketing Director at Dyson, she defined their marketing strategy and drove its implementation to build the global Dyson brand in 20+ markets, achieving number one market share in key markets. She has just returned from a two-year stint in India with her family where she did voluntary work with a group of heritage hotels and was also on the board of Directors of the American Embassy School in New Delhi.