Laura Donnelly

Said the following about Yuji Isayama:

“Yuji looks after a huge variety of digital channels and promotions across the business from email marketing, paid per click google advertising, website development, app development, trainline relationships for promotional activity, google analytical analyse, YouGov, Search engine optimisation and generally an all things digital guru.

He is an asset to the marketing team and company and always pushes to drag rail into this century when it comes to all things digital that affects our customers. The list of innovation projects is endless, but a few of the top line ones are here:

When we had to change our app and move to a basic Trainline version, Yuji worked closely with Trainline to ensure that there was a clear development roadmap, he took CX feedback and insight to bring back the most important features in a timely and cost effective manner, he ensured that the app gave a clear and simple buying process for the customer and created a clear promotional plan around the enhancements that helped customers use the improvements.

When both of our websites needed to upgrade their CMS systems he worked closely with our web development agency to ensure that the plan was robust, detailed and clear. He took on board customer insight, competitor research and industry knowledge to create the best plan for us and ultimately our customers, putting their needs art the heart of the development. He worked in his own time, at night to test and ensure that the development was working, he communicated with all the relevant internal departments for feedback and training and ultimately launched two huge projects as the sole project lead whilst continuing all his BAU digital activity. Other website development projects include the amazing accessibility updates he has completed, taking the need to meet a standard and surpassing it, working closely with a key stakeholder in West Midlands Combined Authority to ensure that we took their learnings as well as our own internal brand team, he completely re branded the website and brought in clear accessibility guidelines and standards to ensure that both of our websites are fully accessible for our customers who may have additional needs. But not just to the standards required but also to the various other needs of our customers, again putting the customer at the heart of the plans. From here he has also completed workshops with the internal CX team and marketing team to look at the hierarchy of the main menus on the websites, making sure that the websites are not just fit for purpose but also offer the easiest and best experience for anyone who uses them. Ultimately helping move towards easier conversions and information gathering for our customers. The list could carry on, Yuji doesn’t just take what is needed but looks at what else he can do, what are others doing, what is the latest innovation and how can we be part of it and in many cases surpass what has happened before.

His objective is always what is best for the company, the customer and the rail industry as a whole, without minds like Yuji's pushing us to do better, we wouldn't have some of the amazing digital enhancements in place.“