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I’m a Product Manager and growth leader with 12 years’ experience at giffgaff -…
Articles by Hellen
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Content is King
Content is King
We’ve all heard the phrase “content is king”. And now, more than ever, companies are turning to content marketing to…
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Hellen B. shared thisThis is giffgaff! 🎾Hellen B. shared thisWe’re proud to announce that giffgaff is officially partnering with rising British tennis star Arthur Fery! 🎾✨ After supporting Arthur during his career-changing wildcard run to the semi-finals at SW19 this summer, we are thrilled to extend our partnership. The giffgaff logo will proudly remain on his kit across the next four Grand Slams and beyond, and Fery will feature in some exciting giffgaff marketing activities. The best partnerships are built on shared ambition and a belief in what’s possible. Arthur’s commitment, discipline, and determination make him a natural fit for giffgaff and our mission to back people making their mark in their own way. We can't wait to see just how far the Ferytale can go! 🚀 Thanks to the team at P11 Group and The Members Agency who helped to broker the deal. 🤝
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Hellen B. reposted thisHellen B. reposted this📍 Great to be back at the amazing giffgaff | Certified B Corp offices last week. 🎤 Ben Halstead and I were invited by Hellen B. to share our experience building subscription experiences at The Economist and discuss what’s next for the future of subscriptions through a product and technology lens. 💡 We talked about designing journeys around user intent, clearer propositions and pricing, frictionless checkout, AI-powered paywalls and payment recovery, and the composable architecture that's helping us move faster, experiment more, and learn continuously. 🤖 And, of course, how could we not talk about AI and what’s coming next? The conversation is shifting from optimising funnels to building products driven by relevance, context, trust, and intelligence. From adaptive product tiers and agentic commerce to more capable AI models and The Economist evolving into an intelligence layer. Most importantly, we discussed how AI is reshaping product craft. As AI amplifies our capabilities and helps us ship faster, the real advantage is making sure we’re solving the right problems. 🙏 Thanks, Hellen B., for the invitation, and thanks to everyone who joined such a thought-provoking discussion. #AI #ProductManagement #Subscriptions #CustomerExperience #AgenticAI #Media #Innovation #TheEconomist
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Hellen B. shared thisThis week, the giffgaff Mobile Discovery Team had the pleasure of welcoming Piera Bretton , Head of Product at The Economist, and Ben Halstead, Head of Engineering, who shared insights into The Economist’s subscription and e-commerce journeys. It was inspiring to see how deeply data informs their product decisions. While our products are different, many of the challenges we face are remarkably similar, making it a valuable opportunity to exchange ideas and learn from one another. Thank you, Piera and Ben, for taking the time to spend the day with us and for such an open and insightful discussion. We also had the opportunity to hear from our CFO, Matthew Birch, who shared how our work contributes to giffgaff’s wider business. It was fantastic to see the team’s curiosity, thoughtful questions, and genuine interest in understanding the value we create. The day also included an excellent session led by our UX Designer, Tom Bird, who took us through the history of past experiments, the insights we’ve gathered, and the data that will help shape our next opportunities. What stood out most was the energy in the room. Seeing the whole team together, learning from one another, challenging ideas, and collaborating towards a shared vision made it a truly memorable day. A day to remember. Thank you to everyone who made it happen.
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Hellen B. shared thisThis solution is a game changer!Hellen B. shared this🎥 Watch this insightful video on how AI strategy becomes real business impact! EY and Microsoft partnered with Asahi Europe & International to build a scalable AI strategy that tackles transformation challenges and reshapes how the business grows. In this short video, Bhuvan Panwar Asahi digital innovation leader and EY’s Jessie Qin, explain how we helped Asahi create a future‑ready platform for smarter decisions and sustained advantage 👉 Read the case study here: https://ow.ly/T1o850Yy38j Jessie Qin Alex Hanmer Aurelia Costache Edwin Tukker Corrado Di Nicola Luca Grivet Foiaia Annalisa Acquaviva Sibjyoti Basu Mauro Ricardo Pontes Justyna Martyniak Anna van den Breemer- Kleene Rachael Corb Florian Deter Roxana Panaite #DigitalTransformation #AIInnovation #FMCG #BusinessTransformation #Frontier Firm #CopilotHow AI-led transformation helped a major brewer growHow AI-led transformation helped a major brewer grow
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Hellen B. shared thisWe’ll likely need to design experiences for AI agents alongside the human UX. I don’t think it’s about prioritising one over the other — both are important and will remain so. The real opportunity is in making them work together. #agenticcommerce #brand #marketing #valueHellen B. shared thisAgentic commerce isn’t just a technology shift it’s an operating model shift. As AI agents increasingly lead the way, the gap between shopping and buying widens. That changes how retailers compete, how brands engage, and how value is created. The future belongs to retailers who will quickly adapt and navigate this future finding the right balance between AI and human-led in their value propositions. These are some of the challenges and opportunities our Retail team is helping our clients to navigate. Mark Chambers John Dubois Erin Strong Christine Miller #EY #Retail #AI #AgenticCommerce
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Hellen B. shared thisGreat session with our leadership team and EY, exploring innovation and practical AI use cases. It was both reassuring and exciting to see how quickly AI adoption is accelerating, and how AI is already driving measurable gains in efficiency.
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Hellen B. shared thisWinning the Launch Ready Award at giffgaff’s 2025 Tech Hackathon! 🏆 Over the past two days, my team and I worked intensively on a solution that goes far beyond a competition entry — it’s the foundation of our future business. Winning the hackathon means our idea stood out for its impact, clarity and execution. In a very short time, we identified a real problem, designed a practical solution, and turned it into something tangible — all through close collaboration, fast decision-making and a lot of focus. What I’m most proud of isn’t just the win, but the way the team came together to transform an idea into a strong, viable product direction in just 48 hours. This is only the beginning. Excited to build on this momentum on Agentic Commerce and take the next steps. Huge thanks to the organisers, judges, and everyone who supported us — and massive credit to an incredible team. 👏
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Hellen B. shared thisLiving Bankside is completing 30 years. It’s not every day that we get to celebrate the 30th anniversary of a charitable organization that has been the glue connecting Bankside residents. I’m truly grateful for the opportunity to contribute to this institution’s growth over the past two years. Seeing Living Bankside go from strength to strength has been a source of immense joy for me. After all, we can only truly be happy if we have a purpose in life. And the purpose of Living Bankside is, in a way, both simple and powerful: do good, have fun, and make a positive impact. When I moved to Bankside three years ago, the very first smiling face that welcomed me with open arms was Amir’s. He didn’t know anything about me or my background, yet he made me feel valued and truly empowered to shape the neighborhood around me. The values of Living Bankside are not just nice words on a website—they are values we live every day. We walk the talk. Through the Great Get Together, we bring joy and fun, bringing the best local artists, all to create opportunities for people to connect and build this beautiful community. Through the Living Bankside Academy, a brilliant initiative that transforms young students’ lives, we have seen amazing human beings, carefully selected, now giving back as volunteers. Their achievements give me hope for a bright future for all of us. I’m so proud of the impact this program has made. And through the Bankside Assembly, just yesterday, we successfully brought a deputation on crime and anti-social behavior to the Southwark Council Assembly—proof of the power of collective action for the greater good. These are just a few examples of why we should always celebrate Living Bankside. To the next 30 years!
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Hellen B. shared thisSuper proud of my husband. Reaching new heights. Well deserved reward for his dedication and achievements. 👏Hellen B. shared thisI’m pleased to share that I’ve stepped into a new role as Global Sales Director at EY, continuing to focus on driving growth across Consumer Products, Retail, Health, and Life Sciences through the Microsoft Alliance. Happy to celebrate in the best way this week meeting alliance partners and colleagues, in London and Stockholm.
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Hellen B. reacted on thisHellen B. reacted on thisDear friends, family and supporters, I'm excited to share that I've been nominated for the EXCELLENCE IN FINANCIAL SERVICES AWARD at the UK–Zimbabwe Business Expo Awards 2026! Please support me, Arlyne chinyanganya, by voting here: https://lnkd.in/emUTvUcV Also join me at the Awards Dinner Gala & Business Expo. 📅 3 October 2026 📍 Quaid-E-Azam Grand Ballroom, Birmingham Book tickets: https://lnkd.in/em9sFnku Please vote and share 🙏🏾
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Hellen B. reacted on thisI was so over the moon to be asked to do this on behalf of the ENA’s. Let me just say the shortlists were phenomenal and I’m continually impressed by those who work in this industry! Good luck to everyone.Hellen B. reacted on thisA big thank you to Ian Tomney-Bell, Head of Inclusion and Talent Acquisition at giffgaff | Certified B Corp, for being part of the Employee Network Awards 2026 Advisory Panel. Ian brings first-hand employee network experience, having previously co-chaired an LGBTQIA+ Network before establishing giffgaff’s Affinity Groups. Thank you, Ian, for sharing your experience and insight and for helping us recognise the people and networks working to shape more inclusive workplaces. 👏
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Hellen B. reacted on thisHellen B. reacted on thisThree things I did not do on stage at Inpulse's Engagement Summit: 1. Fall onto it. (Has happened before...and will probably happen again) 2. Curtsey when the audience applauded. (Also has happened. I have no defence, I panicked, my body chose to become a Disney princess.) 3. Remember my second point. On that last one I went with the only option available to a human being in real time and said: "I had another point to make and I cannot for the life of me remember it. Never mind." Brain fog, live, in front of a room of engagement experts. Authenticity is a leadership behaviour 🤷♀️ . What I do remember is why that room was full. Gallup's 2026 State of the Global Workplace puts global engagement at its lowest since 2020, costing around $10 trillion in lost productivity. But the number that stopped me was this one: manager engagement has fallen from 31% in 2022 to 22% in 2025. Most of the global decline sits with the very people who are asked to fix engagement for everyone else. That was the thread running through the whole day. My contribution from the small end of the scale: at around the 300 - 325 people mark there is nowhere to hide. Every leadership, management and giffgaffer action is visible, and zero action is noticed within the week. That isn't a softer accountability environment than 6,000 people. It's a harder one. Which is why at giffgaff we make engagement one of our core company metrics. Not a People thing, not a manager thing. It belongs to all of us. My other key take aways...The brilliant keynotes Dominic Walters and Woosh Raza Chartered FCIPD (he/him/his) 🍉, a room that asked proper questions, and table discussions that actually went somewhere. Thank you to Inpulse - The Future of Employee Engagement for having me, and to my fellow panellists Peter Tully, Jonathan Gill, Kerry Edmunds for being incredible! Next time, I'm writing point two on my hand.
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Hellen B. reacted on thisHellen B. reacted on this🎉 What an incredible National Inclusion Week! Under this year's inspiring theme 'Build Trust, Navigate Change' our giffgaff | Certified B Corp community came together both in person and online for a day packed with connection, insight, and celebration! Our amazing Affinity leads and Ian Tomney-Bell put together an unforgettable agenda designed to break down taboos, spark real conversations, and elevate our culture of belonging. We kicked off the morning with a powerful fireside chat featuring guest speaker Louise Walker, who shared invaluable insights on navigating menopause at work and navigating change with confidence creating an authentic, supportive space for everyone. Next up was a high energy MythBusters session tackling masking and misperceptions across affinity groups. Huge shoutout to our fantastic guests James C., Adelle Barker, Virgin Media O2 Network Leads Andreya E. & Alison Fleming for driving such an eye-opening conversation! In the afternoon, we shifted gears to focus on thriving and sustaining wellbeing with a lively inclusion quiz and interactive Q&A. Plus, all-day social moments like 'Permission to Pause' and 'InclusivTEA' gave giffgaffers the perfect opportunity to pause, reflect, and build meaningful connections. The energy was truly contagious, leaving us all feeling connected, empowered, and ready to champion inclusion every single day! 🎉 Abi Pearl Alice Waldeck Morgan Shepherd Blake Payne Alys Durrant Sophie Payne Abi Harrison-Nye Nadia Rashid Kat Rice Hellen B. Pippa Topp Jo North Niki Nightingale Eleni G. Kavita Bhuller #NationalInclusionWeek #BuildTrustNavigateChange #giffgaff
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Hellen B. reacted on thisHellen B. reacted on thisThe next big role in design will be an AI Designer. This is not a Product Designer who ships AI products. This is how a client described the role: The UI is a container. The software's look and the AI's behaviour are two separate surfaces, and this role owns the second. Your job is to make sure the AI delivers valuable outcomes consistently and feels right everywhere it shows up. An AI Designer does the following: - Design AI behaviour as a first-class product surface, not as a layer on top of the UI. - Own "meta-skill" design - designing the skills that shape how our agents behave. - This is not deterministic work; it is designing behaviour within bounds. - Shape the AI generation experience itself - Work adjacent to model-behaviour work in close partnership with the ML team. - Own the AI experience consistently across every surface. This is one of the most interesting companies and roles I've worked with in a long time. There aren't many designers currently doing this work, but that will change. If this is you, feel free to message me.
Experience
Education
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The Marketing Academy
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The Marketing Academy Virtual Campus Program is a 12-month, invitation-only development journey. Participants engage in a rich curriculum of Lectures, Workshops, and Masterclasses. The program offers immersive learning across four key areas: Leadership, Self-Mastery, Wellness, and Skills.
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Licenses & Certifications
Volunteer Experience
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Non Executive Vice-Chairwoman
Living Bankside
- 1 year 11 months
Social Services
This opportunity has been incredibly valuable for me personally and professionally. I am happy to bring my experience and passion for community development to this wonderful charitable organisation. Contributing to Living Bankside's mission of creating vibrant and inclusive spaces that enhance the quality of life for all residents in Bankside (SE1).
Honors & Awards
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Global Search Award
Global Search Award
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giffgaff Black Friday campaign 2019 - B2C integrated
The Drum Awards
We were nominated for 'The Best B2C Integrated campaign' along with ITV, Paddy Power, Pan Macmillan, Hasting Hotels, Virgin Media, New Bond Street Pawnbrokers and NHS England. This is a fantastic example of the great work we achieve when we all work together. Click here for more information about our award winner campaign https://www.giffgaff.com/hub/take-the-pledge/.
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English
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Portuguese
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Chris Banatvala
Is Ofcom ignoring daily breaches of its Broadcasting Code? A new investigation into GB News has identified what it describes as repeated breaches of the Ofcom Broadcasting Code. Conducted by 20 reviewers with backgrounds in journalism, regulation and academia, and overseen by Alan Rusbridger, the inquiry concludes that GB News “routinely – almost systematically – disregards” rules on impartiality and the requirement not to mislead audiences. And when it comes to regulating the channel, the review concludes, “Ofcom, has more or less given up the ghost.” I agree, GB News has redefined what it means to be impartial, and Ofcom has gone along with it. There are, in essence, two ways to regulate broadcast news and current affairs. One is rules-based: accuracy and impartiality are enforced by an independent regulator, underpinned by a shared belief that this serves democracy. The other is market-based: broadcasters are free to air partisan or even misleading material (within the law), and audiences choose what to trust. The aim is to achieve a range of views across the spectrum. Both approaches have their advantages and disadvantages. But since 1954, the UK has adopted the former and broadcasters are legally required to meet standards of due accuracy and impartiality. Some argue that the growth of online content makes this model no longer tenable. But for me, the deluge of mis- and disinformation, and the rise of echo chambers, make reliable, impartial and trustworthy news sources more important than ever. Parliament appears to agree. Rather than scaling back regulation, MPs have strengthened it. The Media Act 2024 extends accuracy and impartiality requirements to the most popular video-on-demand services. What we have now, though, risks becoming the worst of both worlds: rules that exist on paper but are not meaningfully enforced. A regulator tasked with ensuring impartiality is preserved and misleading material is not transmitted but failing to do so. There may come a time when the consensus around accuracy and impartiality no longer holds. But that is a debate we must have openly, and one that should ultimately be decided by our elected representatives. At present, however, change appears to be happening by stealth, with Ofcom effectively accepting that impartiality is no longer required and that misleading content can be broadcast without proper checks or challenges. For the full report: https://lnkd.in/eAD8urDU
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