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Senior appointments for FirstPort to deliver its customer-focused digital programme

FirstPort has made three senior appointments, instrumental to delivering new digital systems to improve customer experience.

Tom White joins as Digital Product Director to oversee the new vision, aimed at delivering services underpinned by new technology to make customers’ lives easier. Kully Sahdra, joins as Director of Customer Experience with a key focus on defining the customer journey so that the digital offer has the most impact on customers. Michele Madden joins as Head of People Communications, focused on ensuring the new customer experiences are embedded in the organisation’s culture.

Tom White, Digital Product Director

Tom’s digital experience spans the last 15 years, in both consulting and client-side roles across a number of industry sectors, specialising in transformation programmes and new product development. He most recently held the role of Chief Product Officer at The Lead Agency and has led successful digital transformations at major brands, including Auto Trader and Time Out.

Speaking of his appointment, Tom says:

“I am really excited to be joining FirstPort as it embarks on introducing new technologies to the way we work. In an industry that is slow off the ground when it comes to digital engagement, FirstPort is already leading in many areas, and my role is to take its ambition to the next level, and in the right direction for our customers. Digital can’t solve everything; you need good people on the ground, working hard for our customers to complement this. My initial observation of FirstPort is that there are really solid foundations with a committed, customer-focused team at the heart of the business.”

Kully Sahdra, Director of Customer Experience

Kully joins FirstPort from Centrica, where she was most recently Head of Performance Development. Her previous roles have centred around driving a customer-centric approach across field-based teams. This has been achieved by focusing on customer and employee journeys, creating performance and reward metrics, as well as managing Contact Centre environments.

Kully says: “It is so important that our customers recognise us, not just for the service we deliver, but also for the for the experience we provide them. Quite rightly, FirstPort has focused on customer service as a key driver; but with new systems and ways of working on the horizon, I am excited to be leading our colleagues to focus on our customers’ experience. This will mean that we can make an impact from the moment they buy a property to the time they sell it, and everything in between.”

Michele Madden, Head of People Communications

Michele has held senior advisory roles across a range of industries – including professional services, technology, engineering, and publishing – working collaboratively across business functions to support transformational digital product and service growth.

Michele says: “For a digital programme to really make a difference, you need good communication across the whole organisation to embed it into the culture and make sure everyone is connected and committed to the change and outcomes. So far, I have seen in FirstPort a workforce that wants to leave its mark, and many talented individuals who are committed to driving change that is completely focused on our customers.”