Helen Baynes

Connecting a global community of master artisans with UHNW clients seeking unique, bespoke and beautiful objects, made by hand. Reported to the Co-Founder + CEO on the leadership team. *Spearheaded the design and execution of the client experience and private client channel strategy for beta-launch, creating operating plans and revenue models, forecasting budgets, and setting KPIs, resulting in a £27m potential revenue pipeline *Recruited and managed foundational hires for Private Client, CRM, and Trade (B2B) as well as a team of 50 artisan advisors generating 1500 guest enquiries at Homo Faber 24 *Executed bespoke VIP experiences for Via Arno Private Clients and Richemont VVIPs guests attending Homo Faber 24 *Selected and implemented clienteling, contact management, and CRM platforms (Seer, Gladly, Klaviyo), enhancing customer engagement and retention *Applied design thinking methodologies and service design techniques to map the client experience vision, strategy and end-to-end journeys, pre + post launch

Providing subject matter expertise through strategic advice and practical execution to luxury start-up and scale-up business Founders: - MPOWDER : Menopause Supplements + Community | Retained Consultancy 2020-present - Via Arno, Richemont : Marketplace for master artisans | Pre-launch Advisor, Private Client 2022-23 - Harper Concierge : Delivery + In-home Styling Service | Retained Consultant + Mentor 2021-22 - Me, The Customer and I : CX + Service Design agency | Retained Consultancy 2020-22 - Once Club : Private Personal Shopper Community | Advisor + Community Mentor 2021 - Nina Runsdorf : Bespoke High + Fine Jewellery Atelier | Clienteling Consultancy 2019-20 - Soukla : High + Fine Jewellery Marketplace | Pre-launch Advisor, 2018-20 *Defined and executed CX strategy, distilling complex service operations into a structured customer journey to deliver an aligned customer brand experience at scale (Harper Concierge) *Employed journey mapping and service blueprint methodologies to identify and act on opportunities to improve service satisfaction (Harper Concierge, MCI - Lux Deco) *Championed creation of CX culture and measurement frameworks, setting CX vision and OKRs. Implemented VOE programme + maintained NPS score of 88 (Harper Concierge) *Developed loyalty, VIP + retention strategies and recommendations based on customer insight and behavioural segmentation (MCI - Ruinart, Kiki de Montparnasse, LuxDeco) *Engineered and scaled bespoke service offers and rituals to address specific audience needs (MPOWDER, Harper Concierge, Nina Runsdorf, MCI - Sweaty Betty) *Launched omnichannel D2C experience for ecommerce + retail, leading on niche + premium stockist partnerships, training and events (MPOWDER) *Advised on platform ecosystem for CRM, service, reviews, subscriptions. Optimised customer engagement across website UX, CRM, subscription service. Achieved revenue mix target, increasing subscription orders from 30% to 50%. (MPOWDER)

*Hired to instill business-wide customer focus to mobilize experience improvements in preparation for business sale (2021). *Prioritized loyalty program, achieving full customer base value segmentation and retention analysis to redefine VIP segment and inform the loyalty program strategy *Enhanced customer journey through employing UX and CRO best practices, revamping final mile experience, including competitive delivery service offer + packaging *Transformed the customer service team by innovating improved working practices and SOPs, mentoring the team, recruiting a Head of Customer Service and restoring response KPIs

- Owned customer strategy for the EIP segment (2% of customers driving 40% of revenue). - Defined the EIP service and benefits proposition and end-to end customer journey, leveraging data and insights to pinpoint opportunities for experience evolution - Championed project prioritisation by creating business cases to secure resources - Achieved business-wide process transformation by using design thinking methodologies to mobilise and deepen cross functional engagement with the client + the EIP Preview opportunity. - Delivered the digital EIP Preview service to Mr Porter and NAP EIP clients, significantly surpassing forecast by £8m in incremental revenue in Q1 2017 - Oversaw the EIP programme re-brand, enhancing client engagement and awareness, resulting in increased segment retention patterns over successive quarters - Collaborated with Data Science to implement a new Customer Segmentation model, initiating a Guest EIP pilot to facilitate segment migration

- Directed global operations of Customer Care and Personal Shopping, managing 150+ FTE across 5 locations, delivering £40m annual revenue in 2013/14 - Developed and executed market expansion strategy for Personal Shopping team, achieving £23m revenue and highest ROI in marketing - Designed and implemented client relations strategy, enhancing client loyalty and spend through programme of gifting, hospitality, events + experiences, resulting in a 50% average uplift in client spend - Responsible for performance (contact centre KPIs, sales targets, commission structure), service optimisation and C-SAT, client development (clienteling, events), EIP retention, budget management and headcount forecast models

- Joined the founding team at NET-A-PORTER in 2002 in Customer Care, establishing Personal Shopping from 2003, evolving into management roles within Sales and Marketing as Sales + Personal Shopping Manager and Global Customer Care Manager - Created the first ever digital personal shopping service, focusing on pre-order to achieve four-fold annual sales increases of 100% - Reduced repetitive inbound enquiries by leading CX enhancements, including adding size and fit information to product pages + automating return requests - Transformed Customer Care from a cost centre into a revenue generator, achieving three-fold annual sales increases of 100%. - Expanded the global team from 12 to 120 FTE, ensuring consistent delivery of brand service standards to achieve commercial and service goals while launching The Outnet and Mr Porter - Secured dedicated training resource to blueprint our service standards and train the team to deliver these consistently during a period of exponential growth

As a Graduate on the Executive Training Scheme I completed a series of placements across all areas of the business, setting the foundations for my career with a grounding in operational retail excellence, luxury service, people management and team work, clientelling and sales. This lead to various department management roles in ladies fashion.