Adrian Serville Email & Phone Number

Canary Wharf Area, London

Migrated 95% of data with 99% accuracy in a complex data lake project, streamlining data access for various systems (internal - finance, marketing, operations and external agencies) whilst exceeding core area targets.• Led cross-functional teams in migrating data, architecting pipelines, and building dashboards to unlock commercial insights.• Championed data quality, implementing automated checks and alerts to proactively address inconsistencies. ️• Bridged the gap between business and IT, translating stakeholder needs into actionable technical solutions.• Defined product vision, prioritised roadmap, and oversaw development to deliver high-impact features.• Led user adoption through system changes, fostering smooth transitions and optimizing workflows.

City Of London, England, United Kingdom

• Reported to the Commercial Director, UX Director and CMO• Established successful enterprise platform and data science function migrations (Microstrategy to Tableau, Alteryx) for enhanced insights and cost reduction.• Managed 300+ BI licenses & migrations, collaborating with Marketing & Brand Directors in an Agile environment.• Pioneered user-centric BI strategies, integrating analysis into core systems and optimizing data warehousing for informed decision-making.• Established and drove Data Science function through workshops, cross-team collaboration, budget management, and in-depth KPI analysis.• Delivered impactful insights in a fast-paced digital environment to support innovative decision-making.

London, England, United Kingdom

• Reported into Finance Director and supported preparation of regular Board Reports • Focused on key customer trends and ensure that the customer is always at the centre of our focus as a business; through understanding relationship of average spend, active levels; lifetime and periodical value (actual and potential revenue); All aspects of the customer ‘funnel’ from registration to conversion, activation and retention.• Owned marketing analysis and the formulation and production of business KPI reports, including monthly product review reporting and preparation of the commercial commentary in the board pack.• Used insights to drive the business forward through the identification of trends using multiple data sources.• Worked with the Head of Product to ensure that the business had access to accurate customer data sources. This included the management of 3rd parties such as Smart Focus and Webtrends, pooling technical support where necessary to ensure that data is up to date and accurate.• Enhanced the interface on Smart Focus for maximum business output. (eg worked with marketing teams to understand a requirement and building a new series of bandings / queries to facilitate it).• Worked with CRM, Affiliates and Acquisition teams to ensure that all customer insights were put into practice at an operation level whilst measuring effectiveness.• Worked with CRM to ensure that the right level of customer targeting and personalization is achieved (in particular, with the CRM Manager to enhance the customer segmentation used by the business on a day to day basis).

Crawley, England, United Kingdom

• Reported into the Commerical Director • Analysed, Modeled and facilitated the delivery of budgeted volume and margin contributions to achieve P&L.• Modeled 5 year Financial Plan, defining key assumptions and levers (scenario planning)• Analysis of Passenger numbers, revenue margin etc• Profitability per passenger, flight region etc• Product analysis, KPI, determine trends • Modeled margin/discount strategies in line with various internal and external deadlines; taking input from Product Development Managers in summarising key figures and KPI's.• Created weekly trading dashboards and reports highlighting risks and opportunities versus targets. • Completed business cases ad hoc reports on key suppliers, highlighting risks/opportunities.

• Forecasting Manager – forecasting, predictive analytics data management, and reporting – creating a seamless/collaborative forecasting process within the SandOP process; Variance Analysis to aid reporting and presentation of forecasting issues to key personnel at Corporate, Regional and Local levels.• Category Manager – Key Account Management –Internal and External customer-focused support in the form of category management; analysis and formulation of tailored strategies; using historical performance indicators and industry trends as well as management tools such as ‘Spaceman’ to integrate pricing, promotions and consumer analyses. Implemented and controlled a total category management solution which effectively led to consolidation of our position with existing clients and winning tenders for new, sizeable customers. Spearheaded strategy to provide added value whilst the industry was competing on pricing alone.• Pricing Analysis/ Modeling – Checking profitability of spot deals, providing attractive promotional options to Sales Managers; Margin Analysis of all links in the pricing chain from sales into the channel right through to the end consumer; manipulating NCM and product portfolio weighting to balance customer and corporate interests.• Market Data Analysis – Managing relationship with industry leaders GfK to provide and support effective insights based on market/product sizing and competitor performance.• Product Champion – Lead Controller of virtual Product Launch Team.• Project Assignments – various including Gap Analysis; Process Improvement Analysis and Implementation.• Performance Analysis/Reporting - External / Internal Data – ROI Analysis; Aggregation and reporting of quantitative and qualitative data in creating scenarios and proposing strategic options to senior management.

London, United Kingdom

Graduate Programme

Cambridge Judge Business School, Business Analytics: Decision-Making Using Data, Decisioning Science

Legal Practitioner Course

Marketing And Law, Marketing, Law, Finance

A Levels, Maths, Business Studies, English

Secondary School, Gcse