• Led multiple analytics teams responsible for supporting internal program strategy functions including Program Marketing, Digital Analytics, Rewards, and Business Development• Delivered forecasting, targeting, and measurement for program mass marketing campaign activity, which significantly increased post the BMO acquisition of Air Miles.• Provided insight and measurement for new program customer lifecycle communications strategies and enrolment/on-boarding journeys• Re-structured the digital analytics team to ensure appropriate skills/resources were in place, aligned to product development director requirements• Drove the integration of digital analytics with business insight/reporting, to provide a full funnel performance lens • Defined data pipeline requirements, performed pre implementation QA, and delivered a new holistic suite of automated BI reporting, following the introduction of a new travel platform,• Developed segmentations based on collector affinity to different rewards/products, and their available miles balance, to support tailored redemption marketing communications• Developed a standardized approach, and an automated market sizing tool, to support cost/benefit forecast analysis for new potential clients.

• Regional head of analytics for Eastern Canada • Led analytics strategy and delivery for several top Canadian retail clients across Grocery, Liquor, Gas, Pharmaceutical, and Home Improvement industry verticals. This included KPI setting, BI / reporting, customer segmentation, predictive modelling, marketing analysis & lifecycle management• Implemented analytical playbooks to standardize best practice across teams spanning segmentation, modelling, and CRM strategy• Delivered methodology training, and adoption of available tools, to ensure robust measurement of campaign effectiveness across mass, targeted and on-shelf promotions for clients.• Developed content and presented quarterly business performance reviews to C-suite client stakeholders, with key insights on enabling improvements.• Supported contract renewal conversations with financial performance modelling and forecasting

• Analytics team lead for Shell Canada / AIR Miles partnership• Client facing role responsible for supporting the achievement of the client’s loyalty sales objectives with data, insight and analytics. • Developed multiple automated, impactful performance reports using data visualization software• Utilized various measurement methodologies to assess mass campaigns performance and made recommendations for optimizing ROI • Implemented a revised CRM contact strategy underpinned by the development of customer value / behavioral segmentations and share of wallet modelling• Evaluated the alignment between the client’s aggregate investment, the value exchange with the customer, and their business objectives. Subsequently recommended and implemented reward proposition changes for certain customer groups/actions/behaviors. This included defining a new premium customer strategy and proposition.

• Led c25 analysts responsible for providing analysis and reporting to influence customer experience improvements • Provided thought leadership into customer experience strategy board and executive committee papers• Provided customer journey research, analysis and insight to identify service improvement opportunities• Provided forecasting and monitoring of customer complaint volumes and produced root cause analysis to identify systemic service issues• Provided operational capacity planning and performance reporting for complaint handling operational areas• Engaged/influenced executive stakeholders to drive the implementation of insight derived service improvements• Ensured the customer experience was given appropriate consideration in business areas policy decisions and change implementation• Quantified and monitored the expected impact and benefits of service improvements• Produced and presented weekly corporate performance reporting to a senior executive audience, including the chief executive, to provide insight into our customer service levels and operational performance • Defined and monitored strategically important key performance measures and external benchmarks

• Led c15 database marketing analysts and campaign managers to deliver against product, channel and customer strategy objectives and optimize a c£4m direct marketing budget.• Implemented a marketing strategy encompassing e-mail, SMS, mail, outbound calling, internet bank messaging and ‘prompts’ deployed by frontline staff• Measured and interpreted campaign results to inform targeting enhancements• Liaised with Finance and senior stakeholders to ensure marketing campaigns delivered against their objectives• Drove improvements in the proportion of customers with marketing permissions and correct contact details • Improved information available to branch staff to facilitate increased conversion of sales prompts• Managed the contractual relationship with the 3rd party supplier responsible for providing and maintaining the Marketing Database• Delivered a program of major development to the Marketing database (~£1m) to significantly increase the data production undertaken by the 3rd party supplier

• Led a team of c15 customer insight analysts responsible for developing segmentations, predictive models and performing statistical analysis to inform customer strategy, and support product / channel /operational activity• Defined and managed the development of customer, product and channel segmentations to inform the customer strategy• Defined and managed the development of acquisition, growth and retention predictive models to support segment objectives, and increase marketing contact effectiveness.• Provided product, channel and operational areas with analysis and insight to support their objectives, and aligned to the implementation of the organizational customer strategy• Ensured analytical operational processes were efficient with appropriate governance and controls in place• Supported the annual corporate planning process and board strategy conference with external benchmarking information, customer forecasts based on product plans, and proposed customer strategy objectives

• Led a team of MI / Insight analysts, overseeing analysis projects and prioritizing their workload.• Used advanced statistical and SAS programming techniques to develop predictive models and segmentations which drove strategic decision making and improved customer targeting• Managed third party contractual relationships with data providers and agencies supporting our customer understanding and segmentation development

• Provided analytical support to marketing, product, channel and operational teams • Translated business area high-level requirements into detailed analysis specifications. • Extracted and manipulated customer, account and transactional data using advanced programming and analysis techniques• Interpreted detailed analysis output and provided insight-based recommendation to key business stakeholders

• Provided monthly finance reporting of quote conversion rates, sales, income and costs. • Developed and administered interactive reports to enable end user querying• Refined sales reporting to support process governance and inform suitable reward structures

• Maintained the net rates for a panel of insurance providers within the broker quotation system• Built a scenario analysis tool, using complex macros and querying in MS Access, to enable quote conversion, sales, broker commission, and actuarial loss rates to be optimized• Recognized as a High Achiever in the innovation category at the company annual awards.

• Provided business insurance quotations and administer policy changes • Make underwriting and pricing decisions on behalf of insurance providers• Provide underwriting support to junior consultants

• Provided business insurance quotations and administered policy changes• Recognized as a ‘NatWest High Achiever 1994’ for highest sales and commission income