RESUME

Data Strategy Manager• Contractor • SKY

2022-04 - 2023-04

 

Managing campaign planning across 100+ campaigns per quarter. Recommending communication strategies to optimise channel mix. Providing campaign evaluation and reporting. Presenting insights to direct future marketing activity. Ad hoc projects to identify risks and opportunities. Analysis of the SKY database to improve customer targeting at a strategic, tactical, and operational level. Designing dashboards in tableau and selling the software into stakeholders as the primary reporting across the business, including creating bespoke KPI's and metrics for the end users. Championing a CRM approach into a business that is structured into product silos and operated as independent business units.

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Data Planning Manager• Contractor • Royal Mail

2012-03 - 2021-06

 

A very broad role involving all the fundamentals of CRM programs, combined with ad hoc projects.

Helped design and implement four generations of customer segmentation models. Involved in the day to day data planning, campaign management and performance evaluations, resulting in a £3.8M p.a. saving in marketing costs for the B2C Stamps team.

Analysis of the Royal Mail B2B database to improve customer targeting for the marketing teams. Implementation of FastStats across the business, including creating bespoke KPI's and metrics for the end users. Campaign performance reporting.  Ad hoc analysis for internal clients and presenting findings and recommendations. Ensuring GDPR compliance. Project management of ‘data scientists’, for the creation of models to predict churn and product uplift.

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Senior Data Planner• Agency Gyro for client  L’Oreal

2011-06 - 2012-01

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Goal

Old website was Non-Ecommerce, essentially a brand / product awareness tool.  Client required the site to be a revenue Centre, and have proof that retrospectively the site had generated enough incremental sales to cover CapEx and Opex costs.

Solution

Directly involved in the launch of a new ”L'Oreal Insider” website. Segmentation of member database. Redesign of the website to capture, behavioural and product preference data. Monetising the CRM program via Ecoupon redemption.  In charge to Google Analytics reporting and the email marketing program.

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Data Planner• Whitewater • Charities (RSPCA, RNLI)

2010-08 - 2011-06

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A specialist marketing agency focusing solely on the charity market. I was hired to build a data planning offering from the ground up.

I was directly responsible for providing data planning, insights and strategy for all clients. Standardising and automating reporting and results reviews as much as practicable, every report was a “little work of art”.

Worked on a model to predict legacy giving for a major client

Mapped out a lifetime value journey and an in-depth review of cold channel acquisition payback. “Do the extremely high acquisition costs ever deliver a positive ROI”. For some clients the answer was NO, which was a tough conversation.