The AA, a household name in the UK, stands as a beacon of trust and reliability in roadside assistance and insurance services. With a rich heritage of helping motorists in need, The AA has evolved to incorporate cutting-edge digital solutions, enhancing their service delivery and customer experience. Their commitment to innovation and customer satisfaction has solidified their status as a leader in the automotive services industry, continually setting new standards for safety, convenience, and efficiency on the road.

My collaboration with The AA was a transformative journey, steering a comprehensive digital makeover that redefined driving services. We didn’t just aim to digitise services; we envisioned a seamless integration of technology, that could enhance every aspect of customer interaction. Leading a cross-functional team, we established a product-led organizational structure for the driving services division, driving significant advances including significant increases in web sales and improvement in customer retention. It was a collective endeavour that not only achieved its goals but also pioneered a new era for The AA, where digital empowerment meets customer-centric solutions.