Rach Backwell

Rach Backwell is a seasoned professional at Lloyds Banking Group, currently serving as the Business Platform Lead for Personalised Experiences & Communications since October 2022. In this role, Rach is responsible for leading a platform of approximately 400 colleagues to enhance technology and data use for delivering outstanding personalised communications across all customer touchpoints. Rach's previous positions include interim Business Platform Lead, Head of Customer Relationship Growth Programme, Head of Customer Interaction Strategy & Implementation, Senior Manager of Customer Insights, and Manager of Decisioning Implementation. Rach started at Lloyds Banking Group in July 2007, beginning with roles such as CRM Manager and Industrial Placement - Selections Executive. Rach holds a BA in Marketing from the University of the West of England and is a graduate of Callington Community College.