Responsible for analysing and enhancing customer journeys as well as overseeing European Customer Experience research.

Pivotal to the support of SSE’s marketing strategy with continuous and adhoc consumer research, market evaluations, communication, and product insights. I managed end-to-end research projects including customer needs frameworks, customer experience measurement, creative and proposition research, messaging, and branding. I optimised the value-benefit of market research agency contributions, with ownership over design, commissioning, data analysis, and market and competitor intelligence to identify opportunities and actionable recommendations.  Commissioned, setup and managed SSE’s Brand Tracker that monitored SSE and competitor brand performance, and used insight outputs to recommend marketing and brand development strategies  Created a 3,000 strong community for fast-tracked Voice of Customer projects Collaborated with the proposition and advertising team on the Boiler Rescue proposition, with ownership over research and post-campaign analysis  Utilised qualitative research and a quantitative customer needs framework to support the development of a new Broadband proposition and messaging  Held ownership for underpinning research for £40million of advertising campaigns, with responsibility over post-campaign analysis Designed a new pilot for a journey-based customer experience measurement tool Hosted workshops to guide the development of successful propositions and increase engagement with key research agencies to improve insight value

Partnered with The Marketing Centre on a part-time basis to support the strategic growth strategy for a company launching new audio-visual components, subsystems, digital media walls and immersive technologies; I analysed and synthesised existing research to create a benchmark to build themes and future research requirements. I produced PEST, SWOT, Porter’s Five Forces strategic planning models to support the identification of growth opportunities and threats.

Contracted by Sky to support the Strategy & Insight department on various continuous and adhoc research projects. I was challenged to lead a key tracking study to analyse the impact of the launch of BT Sport on Sky Sports using survey scripting and hosting software. I devised and setup research projects, defined objectives, target definitions, sampling, questionnaires, scripting and fieldwork, analysed large returning datasets, produced reports and presentations which included insight and recommendations.

Contracted to support the Global Development Director of Glasgow Caledonian University to deepen the impact of the Global Expansion Strategy, I conducted secondary research to identify new international markets to aid the universities international strategy. I also supported the development of tactical plans to aid market entry development (defined target markets, opportunities, relationships) and inform strategy and produced the underpinning insight that supported the design, development and execution of the university’s international expansion strategy.

Conducted primary and secondary research to support the university marketing team, and in support of the strategic and tactical development of plans.

I designed and managed multiple full-service international research projects that encompassed brand tracking, customer experience tracking, consumer behaviour and mystery shopper projects for tech, telecoms, financial services and regulators. I was accountable for the budget, outputs and performance of primary research work, led the research and design of mystery shopper research projects for private and public sector clients, and delivered customer satisfaction research for telecoms and household product brands to understand key touchpoints that drive satisfaction. I also managed a key account for a large-scale country brand tracking study for a major telecoms brand.