EE (formerly Everything Everywhere) is a British mobile network operator, internet service provider and a division of BT Group. As of 2019 it is the largest mobile network operator in the UK, with around 32 million customers.

BT aimed to give business clients the exact content, offers and functionality they need and want, regardless of channel. Following their acquisition of EE in 2018, they intended to do this through the use of a single unified system that enables synergies across their internal brands to ultimately reduce operational costs and improve the customer experience. As part of this consolidation process there were a need to move the EE Business digital properties, analytics and business processes into the existing BT Business digital estate.

Along with my team, we re-platformed the EE Business commerce website onto the strategic BT digital platform. The new site retained the EE brand identity, delivered new innovative features and enhanced the order and in-life journeys, promoted cross sell and personalised brand offers, put the group on a journey to a single view of the customer, and enabled intelligent targeting of historic customers as one customer. Once completed, the central BT Business Digital team was able to control the site’s on-going management and to make regular, sustained improvements to the site under their BAU operations, thus enabling BT Business to leverage SME investments across all brands and products, and EE Business’s stakeholders to get their workstack prioritised and managed within the business team rather than consumer.