Alison Davies is Head of Digital for Skipton Building Society. Alison has 26 years’ experience in the Financial Services sector with 18 years of this in Digital. Alison previously worked for First Direct and HSBC undertaking various senior Digital roles both in the UK and globally. Alison joined Skipton Building Society in July 2014 to lead the Digital strategy which has included creating a new Digital function. Through many years of cross functional experience Alison is a strong Digital advocate believing passionately in a customer centric approach using data and analytics to inform decisions that ultimately improve customer satisfaction.