COMMERCIAL GROWTH
Turning Travel Money Recovery into Commercial Growth
Post Office Senior Sales Manager, Channel Engagement Summer 2022
Travel Money needed a strong commercial recovery focus following Covid.
Commercial Growth · Sales Enablement · Incentive Strategy · Integrated Delivery
- £55.2m
- Incremental Travel Money transaction value
- £500k
- Incremental net Post Office trading income
- £410k
- Partner / Postmaster remuneration
01The challenge
Where it started.
Rebuild Travel Money performance and branch engagement after major market disruption.
02What I led
What I led.
Created, designed and managed the programme end to end.
The programme
A national commercial programme, built to move performance.
Branch targeting · Incentive design · Integrated comms · MI
- 01
Diagnose
Understand the commercial recovery challenge and where performance needed to move.
- 02
Target
Focus activity on the branches and opportunities with the strongest potential.
- 03
Incentivise
Create a programme that gave branch teams a clear commercial reason to act.
- 04
Measure
Track performance across transaction value, trading income and partner remuneration.
“Marketing should move both customers and the business.”
What I led
- Programme design
- Branch targeting
- Incentive structure
- Commercial communications
- Stakeholder alignment
- MI and evaluation
- End-to-end programme management
I designed and managed the programme nationally. Branch teams and Postmasters delivered the customer conversations in their own communities.
Measure what matters
Measurement was built in from the start, with performance tracked across three distinct measures: transaction value, net trading income and partner remuneration.
- £55.2m
- Incremental Travel Money transaction value
- £500k
- Incremental net Post Office trading income
- £410k
- Partner / Postmaster remuneration
These are three separate measures. Transaction value is not revenue, and the figures should not be combined.
03Impact
What it delivered.
- £55.2m
- Incremental Travel Money transaction value
- £500k
- Incremental net Post Office trading income
- £410k
- Partner / Postmaster remuneration
04What I learned
- What worked
- Commercial programmes are strongest when incentive design, frontline behaviour, customer opportunity and measurement reinforce the same objective.
- What I would repeat
- Build MI and evaluation into the programme from the beginning.
- What it reinforced
- Marketing and commercial activity cannot operate in isolation.
What people say
“Jesus has fantastic financial modelling/forecasting skills which is a very underrated skill set in modern businesses.”
Next relevant work
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Let’s talk about what I could bring to your team.
I’m currently exploring senior marketing leadership opportunities where marketing has a meaningful role in shaping customer strategy, commercial growth and the wider business.