Barbara Vidal

• • Built the first visibility dashboard for the Select segment, enabling a new value proposition and tailored retention, onboarding and offboarding strategies

• • Developed personalised behavioural triggers for Insurance acquisition campaigns, optimising conversion across the activation funnel

• • Led current account migration strategy, retaining 97% of the customer base - surpassing the 95% target

◦ · Identified cross-sell opportunity through LTV and cohort analysis, driving Insurance sales growth.

• • Proactively identified two potential cyber attacks through behavioural access pattern analysis, reporting to relevant teams

• • Demonstrated adaptability transitioning across Wealth, Insurance, Credit Cards and Current Accounts over 3 years

• • Drove 10% uplift in campaign conversion through structured A/B experimentation, translating findings into repeatable growth playbooks

• • Owned GPA's first customer-focused cross-functional squad across Data, Design, Marketing and CRM

• • Progressed from Analyst to Product Owner within 3 years

• • Led vendor selection and POC across 7 global technology suppliers for a CDP, coordinating Martech, CRM, Data Engineering, Legal and Finance

• • Delivered CDP business case to C-suite, securing executive alignment on a company-wide digital transformation initiative

• • Supported supply chain strategy through sales and inventory forecasting across 270 stores

• • Delivered dashboards and ad-hoc insights to merchandise and logistics teams, improving inventory optimisation and store availability

• • Monitored KPIs and stock levels to ensure optimal product allocation across the store network

• • Contributed to the Minipack project, developing a demand fulfilment model to optimise stock replenishment per store based on individual demand patterns, covering style, size and colour at SKU level