Rounding off the CX50 2025, here we present our list of the UK's top 50 customer experience professionals in full, bringing together all five sector top 10s named over the course of this year's project.
In its seven instalments to date, the CX50 has established itself as the definitive list of the UK's top customer experience professionals. Not wishing to rest on our laurels, in 2025 our efforts have been more future-focused than ever.
Following the precedent we set in 2024, Marketing Week and our partners at Cognizant, Google Cloud and Salesforce have sought out the best in CX achievement from an eclectic set of sectors, with the aim of demonstrating the importance of CX across consumer, business and public sector organisations. But we've also adopted a new enhanced focus on how they are utilising the latest technological tools - particularly AI - to deliver it. By delving into the detail of how these 50 individuals are showing the way, we hope to have inspired their CX peers across the UK economy to advance their own knowledge, skills and practice.
Over recent weeks, we've revealed the names of our 50 chosen individuals in five groups of 10. Below, you can now find the list in full, along with links to their profiles and the sector-specific analysis we've created through in-depth interviews with several of them. We congratulate each one on their achievements and their well earned place on this year's list.
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CX50 — 2021
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Russell Parsons
Editor-in-chief
Marketing Week
The CX50 2025
The UK's top 50 customer experience leaders of 2025: The complete list
IN PARTNERSHIP WITH
Jude
Colette
Lee
Kelly
Nick
Mark
Hayley
Gillian
Amy
Nigel
Burditt
Healy
Nelson
Ralph
Ratcliffe
Rose
Thompson
Tomlinson
Turnbull
Watson
Severn Trent
BMW Group
DHL eCommerce
Peel Ports Group
Volkswagen Group
TotalEnergies Gas & Power
SmartestEnergy
Weir Group
Wood
Northumbrian Water Group
Director of Customer Solutions and Technology
Marketing Director, UK
Vice-President, Global Marketing and Communications
Group Marketing and Communications Director
Customer Experience Director, UK
Sales and Marketing Director
Vice-President, Global Marketing
Group Chief Data and Digital Officer
Vice-President, Digital Operations and Systems Integration
Chief Information Officer
MANUFACTURING, LOGISTICS, ENERGY AND UTILITIES
Theo
Chris
David
Megan
Sonia
Anaïs
Daljit
Joanna
Gill
Helen
Blackwell
Howes
Knott
Lee-Devlin
Patel
Reding
Rehal
Rowland
Stewart
Wylie
Greater London Authority
Department for Environment, Food and Rural Affairs
Department for Science, Innovation and Technology
Ministry of Justice
NHS England
Department for Business and Trade
HM Revenue and Customs
Home Office
Ministry of Housing, Communities and Local Government
Department for Work and Pensions
Chief Digital Officer
Chief Digital and Information Officer
Government Chief Technology Officer
Director General, Service Transformation
Chief Technology Officer
Chief Digital Officer
Chief Digital and Information Officer
Director General, Customer Services Group
Chief Digital Officer
Chief Digital and Information Officer
public sector
Suresh
Phoebe
Kerry
James
Jagpal
Margaret
Gemma
Catherine
Richard
Jayne
Balaji
Barter
Elsdon
Henderson
Jheeta
Jobling
Johnson
Kehoe
Pash
Showell
Lloyds Banking Group
Aviva
Mastercard
Simplyhealth
Financial Conduct Authority
NatWest Group
Starling Bank
Nationwide
Zurich
Coventry Building Society
Chief Marketing Officer
Group Brand Director
Senior Vice-President, Global Head of Digital Marketing and Martech
Sales and Marketing Director
Chief Product Officer
Chief Marketing Officer
Director of Growth and Marketing Operations
Chief Customer, Brand and Engagement Officer
Chief Customer Officer, UK and EMEA
Group Chief Information and Digital Officer
FINANcial services
Nathan
Paula
Becky
Mark
Anna
Sara
Di
Neil
Elodie
Andrew
Ansell
Bobbett
Brock
Given
Greene
Holt
Mayze
Miller
Peribere
Watson
Waitrose & Partners
Boots
Tesco
Sainsbury's
Gousto
Center Parcs
Marks & Spencer
Itsu
The Coca-Cola Company
Marriott International
Chief Customer Officer
Chief Digital Officer
Managing Director, Customer
Chief Marketing, Data and Sustainability Officer
Vice-President, Marketing
Chief Marketing Officer
Chief Data and AI Officer
Chief Customer Officer
Senior Marketing Director, Great Britain and Ireland
Managing Vice President, Demand Generation, EMEA
RETAIL, CONSUMER GOODS, TRAVEL AND HOSPITALITY
Olga
John
Matthew
Rob
Jacqs
Mark
Conor
George
Fiona
Steve
Alexeeva
Bernard
Bonam
Edmundson
Harper
Leftwich
McKechnie
Murgatroyd
Smith-Laittan
Westgarth
AstraZeneca
Malvern Panalytical
Evinova
Bupa
Nuffield Health
Philips
Cytiva
Medtronic
GSK
Haleon
Senior Director, Global Digital Innovation, Global Digital Health
Global Marketing and Sales Lead
Vice-President, Digital Health
Chief Transformation and Operating Officer
Chief Digital Information Officer
Managing Director, UK and Ireland
Vice-President, Marketing and Strategy
Vice-President, Digital Technologies Business Unit
Vice-President, Global Health
Global Head of Engineering and Architecture
LIFE SCIENCES
Read the CX50 members' profiles
More sector lists and analysis
The Marketing Week CX50, in partnership with Cognizant, Google Cloud and Salesforce, is the pre-eminent annual list of the UK’s top 50 customer experience professionals. In 2025, we are repeating the sector-focused approach to choosing the list’s members first adopted in 2024, representing the variety of customer experiences provided by B2C, B2B and public sector organisations.
The CX50 2025 is divided into the following five sectors, each featuring 10 professionals:
Our criteria and methodology for determining the CX50’s members remain the same as in previous years. In order to create a pool of candidates, we combine nominations from Marketing Week and Cognizant’s professional networks with research into independent measures of organisations that perform highly on CX. To select the final list, we then assess individuals’ achievements in the past year and over the course of their careers against the three criteria of impact, innovation and influence.
The CX50 members possess an eclectic set of skills and responsibilities, all crucial in the effort to deliver exceptional customer experience.
Manufacturing, logistics, energy and utilities
Public
sector
Financial
services
Retail, consumer goods, travel and hospitality
Life
sciences
METHODOLOGY
‘Don’t ever disappoint’: How to deliver great B2B customer experience
IN PARTNERSHIP WITH
Jude Burditt
Director of Customer Solutions and Technology
Severn Trent
Colette Healy
Marketing Director, UK
BMW Group
Lee Nelson
Vice-President, Global Marketing and Communications
DHL eCommerce
Kelly Ralph
Group Marketing and Communications Director
Peel Ports Group
Nick Ratcliffe
Customer Experience Director, UK
Volkswagen Group
Mark Rose
Sales and Marketing Director
TotalEnergies Gas & Power
Hayley Thompson
Vice-President, Global Marketing
SmartestEnergy
Gillian Tomlinson
Group Chief Data and Digital Officer
Weir Group
Amy Turnbull
Vice-President, Digital Operations and Systems Integration
Wood
Nigel Watson
Chief Information Officer
Northumbrian Water Group
MANUFACTURING, LOGISTICS, ENERGY AND UTILITIES
The CX50 2025
public sector
Theo Blackwell
Chief Digital Officer
Greater London Authority
Chris Howes
Chief Digital and Information Officer
Department for Environment, Food and Rural Affairs
David Knott
Government Chief Technology Officer
Department for Science, Innovation and Technology
Megan Lee-Devlin
Director General, Service Transformation
Ministry of Justice
Sonia Patel
Chief Technology Officer
NHS England
Anaïs Reding
Chief Digital Officer
Department for Business and Trade
Daljit Rehal
Chief Digital and Information Officer
HM Revenue and Customs
Joanna Rowland
Director General, Customer Services Group
Home Office
Gill Stewart
Chief Digital Officer
Ministry of Housing, Communities and Local Government
Helen Wylie
Chief Digital and Information Officer
Department for Work and Pensions
FINANCIAL SERVICES
Suresh Balaji
Chief Marketing Officer
Lloyds Banking Group
Phoebe Barter
Group Brand Director
Aviva
Kerry Elsdon
Senior VP, Global Head of Digital Marketing and Martech
Mastercard
James Henderson
Sales and Marketing Director
Simplyhealth
Jagpal Jheeta
Chief Product Officer
Financial Conduct Authority
Margaret Jobling
Chief Marketing Officer
NatWest Group
Gemma Johnson
Director of Growth and Marketing Operations
Starling Bank
Catherine Kehoe
Chief Customer, Brand and Engagement Officer
Nationwide
Richard Pash
Chief Customer Officer, UK and EMEA
Zurich
Jayne Showell
Group Chief Information and Digital Officer
Coventry Building Society
Nathan Ansell
Chief Customer Officer
Waitrose & Partners
Paula Bobbett
Chief Digital Officer
Boots
Becky Brock
Managing Director, Customer
Tesco
Mark Given
Chief Marketing, Data and Sustainability Officer
Sainsbury’s
Anna Greene
Vice-President, Marketing
Gousto
Sara Holt
Chief Marketing Officer
Center Parcs
Di Mayze
Chief Data and AI Officer
Marks & Spencer
Neil Miller
Chief Customer Officer
Itsu
Elodie Peribere
Senior Marketing Director, Great Britain and Ireland
The Coca-Cola Company
Andrew Watson
Managing Vice President, Demand Generation, EMEA
Marriott International
RETAIL, CONSUMER GOODS, TRAVEL AND HOSPITALITY
Olga Alexeeva
Senior Director, Global Digital Innovation, Global Digital Health
AstraZeneca
John Bernard
Global Marketing and Sales Lead
Malvern Panalytical
Matthew Bonam
Vice-President, Digital Health
Evinova
Rob Edmundson
Chief Transformation and Operating Officer
Bupa
Jacqs Harper
Chief Digital Information Officer
Nuffield Health
Mark Leftwich
Managing Director, UK and Ireland
Philips
Conor McKechnie
Vice-President, Marketing and Strategy
Cytiva
George Murgatroyd
Vice-President, Digital Technologies Business Unit
Medtronic
Fiona Smith-Laittan
Vice-President, Global Health
GSK
Steve Westgarth
Global Head of Engineering and Architecture Haleon
life sciences
Read the CX50 members' profiles
More sector lists and analysis
The Marketing Week CX50, in partnership with Cognizant, Google Cloud and Salesforce, is the pre-eminent annual list of the UK’s top 50 customer experience professionals. In 2025, we are repeating the sector-focused approach to choosing the list’s members first adopted in 2024, representing the variety of customer experiences provided by B2C, B2B and public sector organisations.
The CX50 2025 is divided into the following five sectors, each featuring 10 professionals:
Our criteria and methodology for determining the CX50’s members remain the same as in previous years. In order to create a pool of candidates, we combine nominations from Marketing Week and Cognizant’s professional networks with research into independent measures of organisations that perform highly on CX. To select the final list, we then assess individuals’ achievements in the past year and over the course of their careers against the three criteria of impact, innovation and influence.
The CX50 members possess an eclectic set of skills and responsibilities, all crucial in the effort to deliver exceptional customer experience.
Manufacturing, logistics, energy and utilities
Public sector
Financial services
Retail, consumer goods, travel and hospitality
Life sciences
METHODOLOGY