CX50 2020: The UK’s top 50 customer experience professionals revealed

Marketing Week reveals the third annual CX50 list in partnership with Zone and Cognizant, recognising those in marketing and beyond who are excelling at customer experience despite challenging times.

Customers NPSCustomer experience (CX) might not have been the first item on many brands agendas in the past few months, as the world has grappled with the challenges of the coronavirus pandemic. But for consumers who have experienced probably the most unnerving and uncertain period in living memory, it is the only thing that has mattered when deciding on purchases to keep their cupboards stocked and their families cared for.

The brands that have survived and thrived, and will continue to do so in the coming months, are those that customers can rely on to give them what they want at exactly the time and place they need it. That, fundamentally, is the definition of good CX, and demonstrates why it’s still a crucial concern for businesses of all kinds.

It is against this unusual backdrop that Marketing Week announces the third annual CX50 list, in partnership with Zone and Cognizant. In naming the UK’s top 50 customer experience professionals for 2020, we’re recognising those who continue to put customers at the heart of business growth as they always have, but also those who have adapted to extraordinary circumstances – whether rapidly upscaling to meet increased demand, performing rescue acts for their businesses or simply keeping the wheels of commerce turning efficiently.


As in previous years Marketing Week, Zone and its parent company Cognizant have used insights from our combined specialist knowledge and networks to identify a shortlist of leading companies and individual CX professionals. This year, responses to Covid-19 have inevitably formed a large part of our deliberations, but we’ve also recognised those that have been excelling CX over a number of years, even where they’re experiencing challenges in the current environment.

How customer experience is helping brands succeed on the acid test of Covid-19

We have then used our usual three criteria to reach the final 50 names: innovation (adopting new processes, technologies and ideas to deliver best-in-class CX); influence (successfully making the case for CX in their businesses and beyond); and impact (the tangible results of their efforts in terms of financial and brand measures, as well as evidence of business transformation). We assessed all individuals based on the totality of their achievements across these three metrics.

As always, to recognise the many facets of CX and its relevance across all business functions, we have sourced the names on our list from a range of industry sectors and looked far beyond the marketing sphere, to technologists, digital specialists, CEOs and company founders. Join us in celebrating their achievements.

The CX50 2020 list in full

Erica Arnold COO Aviva
Richard Atkinson Technology director Nando’s
Stuart Beamish Chief customer officer Saga
Gordon Bell Head of CX and multichannel development Ikea
Alessandra Bellini Chief customer officer Tesco
Helen Bierton Chief banking officer Starling Bank
Tom Blomfield President Monzo
Tom Broughton Founder Cubitts
Clifford Cohen CIO Asos
Jack Constantine Chief digital offiicer Lush
Russell Davies VP marketing Bulb Energy
Rebecca Dibb-Simkin Marketing and product director Octopus Energy
Rob Edmundson Transformation and marketing director, UK and global Bupa
Kerry Elsdon VP global digital marketing Mastercard
Mark Evans Managing director of marketing and digital
Direct Line Group
David Germain Group chief information officer RSA
Anna Greene Brand director Gousto
Andy Hancock Chief customer officer
MoneySuperMarket Group
Iain Kennedy CMO Rightmove
Robert Kent Chief data officer Pets at Home
Michelle Kent UK director – digital Santander
Tariq Khan VP, consumer experience Coty
Luke Lewis Director, brand and editorial, UK and Ireland Netflix
Doreen Man Product director, customer experience programme Specsavers
Rohini Mehra Director of customer transformation Three
Bérangère Michel Executive director, customer service
John Lewis Partnership
Vicky Monk Group customer and brand director
Jane Moran CIO Unilever
Simon Mottram CEO Rapha
Emilie Mouquot Customer and growth director
Kenyatte Nelson Chief brand officer N Brown Group
Susan O’Brien CMO Just Eat
Jeremy Pee Chief digital and data officer
Marks & Spencer
Ralph Percival Ecommerce director Joules
Scott Petty CTO Vodafone
Stephanie Phair Chief customer officer Farfetch
Arjun Purkayastha Senior VP, eRB
Reckitt Benckiser
Rufus Radcliffe Chief marketing officer and director of direct-to-consumer ITV
Michelle Roberts Group marketing director BMW UK
Ash Roots Managing director, digital BT
Arslan Sharif Acting chief growth officer Costa
Ed Smith General manager of integrated marketing, EU Amazon
Tete Soto Transformation director O2
Fraser Stirling Chief product officer Sky
Ben Sutherland Chief digital officer Diageo
Ines Ures Chief marketing officer Deliveroo
Claudia Vernon Marketing director Richer Sounds
Tim Weston European marketing director – experience
Samsung Electronics
Sophie Wheater CMO Giffgaff
Harriet Williams VP global ecommerce Lego