Kirsty Button
About Kirsty Button
Kirsty Button is the Customer Insight & Behavioural Science Director at Legal & General, where she has worked since 2021. With over 15 years of experience in marketing and customer experience, she has held various leadership roles in notable organizations, including Lloyds Banking Group and TSB Bank.
Current Role at Legal & General
Kirsty Button serves as the Customer Insight & Behavioural Science Director at Legal & General since 2021. In this role, she focuses on understanding customer behavior through insight development, research, and analysis. Her position involves leading initiatives that enhance customer experience and drive strategic decision-making within the organization. She operates from Cardiff, Wales, United Kingdom.
Previous Experience at Legal & General
Prior to her current role, Kirsty Button worked at Legal & General as the Customer Experience & Research Director from 2018 to 2021. During this tenure, she contributed to the development of customer experience strategies and conducted research to inform business practices. Her experience at Legal & General spans a total of five years.
Experience at Lloyds Banking Group
Kirsty Button held multiple positions at Lloyds Banking Group. She served as Senior Manager in the Customer Experience & Conduct Risk – Insurance Division from 2008 to 2012, focusing on customer experience and conduct risk. She then transitioned to Senior Manager, Customer Side of Change from 2012 to 2013, and later as Senior Manager, Branch Marketing Strategy from 2013 to 2014. Her roles involved strategy development and marketing initiatives across various locations including Bristol, London, Halifax, Newport, and Leeds.
Background in Marketing and Customer Experience
With over 15 years of experience in marketing and customer experience, Kirsty Button has developed expertise in multi-channel, multi-product, and multi-brand environments. She specializes in strategy development, proposition development, and campaign management for customer acquisition and retention. Her leadership skills include coaching and mentoring teams through complex projects.
Education and Professional Development
Kirsty Button studied Business with Marketing at the University of Gloucestershire, earning a BA Hons from 1996 to 2000. She furthered her education by attending The Marketing Leadership Masterclass from 2021 to 2022. Additionally, she completed her secondary education at Monmouth Comprehensive School. Her academic background supports her expertise in customer insight and strategic marketing.