Manuela Pifani
Manuela Pifani

Head of Customer Strategy & Experience, Direct Line Group

Manuela Pifani is the Head of Customer Strategy & Experience at Direct Line Group, accountable for setting the customer and cross-channel strategy for the group, measuring and analysing customer insight, designing and improving the customer journeys for all brands and products and generally managing the customer experience.

Manuela has 17 years’ experience in financial services in the UK, including with Barclays and the Royal Bank of Scotland, having held roles in marketing, corporate strategy and operational excellence, with the last 8 years spent specialising in service and customer experience areas. She also worked 5 years as a consultant in a number of services industries across Europe.

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