From launching new websites and rolling out AI-powered CRM systems to fundraising for charity, no two days are the same for Will Peake, head of digital performance at untypical. Responsible for the digital performance of both Hopkins Homes and Tilia Homes, Peake spends his time helping teams embrace new technology, improving the customer journey and ensuring digital platforms deliver results.
Here, he shares a typical week balancing innovation, training, data analysis and family life.
Monday: Exploring the future of AI
I tend to structure my hybrid working week around what’s in my diary, so I started Monday working from home after an early gym session and breakfast.
The day was dedicated to AI training organised by our HR team. AI is evolving incredibly quickly and it’s fascinating to see the opportunities it presents, both for our customers and our colleagues. For me, it’s about understanding where it can genuinely add value and solve problems, rather than adopting technology for technology’s sake.
After the training, I spent some time preparing a systems training session for our sales teams before travelling to Solihull, where I stayed overnight ahead of delivering CRM training the following day.
Tuesday: Bringing new systems to life
The day began with a hotel breakfast before heading to our Central region office to deliver CRM training sessions for sales executives and management teams.
We’re currently rolling out a new marketing and sales CRM platform across the business, complete with built-in AI functionality and enhanced digital integrations. Hopkins Homes is already using the system and we’re in the final stages of implementing it for Tilia Homes alongside a new telephony solution and website.
One of the most rewarding parts of my role is helping people understand how new technology can make their jobs easier. Seeing colleagues recognise the benefits and opportunities the system creates makes all the hard work worthwhile.
After a full day of training, it was back on the train and home for the evening.
Wednesday: Collaboration and problem solving
Wednesday saw me back at our Bury St Edmunds office, where much of the day was focused on collaboration with both internal teams and external partners.
The morning began with discussions with our creative agency about CRM content and email templates, followed by an onboarding meeting with OnTheMarket as we continue expanding our digital property marketing channels.
Later, I met with our sales teams to review CRM feedback and identify any improvements that could be made before launch. I enjoy the challenge of finding solutions and turning potential issues into opportunities that ultimately improve the experience for both our teams and customers.
The day finished with a wider marketing team meeting focused on streamlining processes and strengthening sales support across the business.
Thursday: Fine-tuning and fundraising
After several days of travel and meetings, Thursday offered a welcome opportunity to focus on project work.
A large part of the day was spent reviewing the new Tilia Homes website, checking content, SEO performance, user journeys and functionality ahead of its launch. Attention to detail is crucial at this stage, and every page, link and customer touchpoint needs to be thoroughly tested.
At lunchtime, I swapped my desk for running shoes. This year, I took part in Emmaus UK’s Marathon for May challenge, raising close to £1,000 for untypical’s charity partner and completing the equivalent of two marathons over the course of the campaign.
Running gives me a chance to clear my head during busy weeks and maintain a healthy balance between work and wellbeing. I try to get out three times a week, when I can, usually at lunchtime, and while fitting training around a busy schedule can be challenging, it’s a great way to recharge and reset before the afternoon.
Friday: Letting the data tell the story
Data plays a huge role in my role, and Friday is often when I take stock of performance across our digital platforms.
The day started with a meeting with our digital agency to review conversion rate optimisation testing. We’re constantly experimenting with different approaches to improve website performance, analysing results and implementing the changes that deliver measurable improvements.
I was also asked to review blog performance data to help shape future content planning. Understanding what resonates with customers is invaluable when creating engaging digital experiences.
I always finish the week by producing a performance report covering website leads, development visits and wider digital activity across both brands. It helps the wider business understand trends, identify opportunities and focus attention where it can have the greatest impact.
Switching off
At the end of a busy week, family time becomes the priority. My wife, children and I often enjoy a movie night together as a way to switch off from work and recharge.
When the weather cooperates, weekends usually involve cricket, DIY projects or time spent outdoors. After spending much of the week behind a desk, I enjoy having something practical to focus on. It’s the perfect way to reset before another busy week helping drive digital innovation across the business.
