Another Place Productions is a mobile games studio that developed the title ‘Dragon Finga’ and has in excess of 3 million downloads worldwide. http://www.anotherplaceproductions.com/about/Responsibilities include: in game analytics, user acquisition through digital media channels, optimisation of revenue streams (both in game and advertising) and player community management. Primarily focused on our studio’s second title ‘BattleHand’. • Developed what has been described as ‘the best’ forecasting and reporting tool for F2P games titles. This received extensive praise from mobile games investors and other business intelligence peers across the industry.• Optimised a variety of successful player acquisition campaigns using social media channels across multiple player segments and countries. The depth of my insights in this area directly led us to rethink our market strategy.• Initiated and designed our current games title (in Excel) that allowed us to make much quicker and informed game balancing decisions. • Developed a suite of performance dashboard reports and tests to support and influence game development • Monitored other studios’ strategies and performance of their game titles through using multiple external data sources. This helped both benchmarking and also forming our country rollout programme.• Initiated and hosted a mobile games analytics event across games studios which is now run as a regular event.

Leading the analytics and insights function in the newly formed location insights division at GfK. Responsibilities include: defining the client propositions we take to market across market sectors including Retail and Travel, providing insights to clients through the integration of multiple complex data sources (including mobile network data) and testing and validating the ability of new product releases to deliver quality commercial insights. My primary focus was on ‘Smart Steps’ - a location insights product developed in partnership between Telefónica (O2) and GfK.• Devised and delivered a full retail catchment solution for a major international client involving consultation, writing a proposal, carrying out the analytics from start to end delivery. I used multiple data sources including mobile network data, market research information and census data. My insights directly supported a multi-million pound commercial deal involving 60 retail locations. I personally received very positive feedback from the client.• Defined and developed the core retail proposition portfolio that would be taken to market for ‘Smart Steps’. This included defining what specific product functionality and data sources would be used. Due to its completeness, it was also used as a framework to assess commercial value and direct future product development.• Led a highly visible and crucial analytics piece across both Telefónica and GfK to assess optimal market data sources to be used for customer profiling in ‘Smart Steps’ and relative usefulness across the Retail and Transport sectors. The end results and presentation was positively received from directors across both businesses and the methodology I devised was accepted as best practice by analytical experts across UK, Germany and Spain.

Provided expertise, market intelligence and insights on mobile network providers’ plans and pricing for iPhone and competing handset vendors across Australia & New Zealand (ANZ).• Co-initiated a sales incentive program from concept to market that has resulted in over £6M incremental revenue from a pilot investment.• Built a mobile rate plan model that observes all in-market plans and analyses relative price premium for different consumer segments.• Sized market opportunity and built financial models for a number of business initiatives.• Generated and developed ideas and frameworks that have contributed to defining the iPhone ANZ business strategy.• Heavily involved in all pricing and consumer initiatives decisions between carriers, ANZ and US.• Received positive performance reviews and senior management regularly ask for my recommendations to support operational, strategic and commercial decisions.

Telstra is Australia's leading telecommunications and information services company Delivered commercial insights to improve pricing outcomes within the consumer pricing strategy division.• Managed a team of ten to utilise best practices in data, analytics and modelling.• Introduced pricing analytics framework which transformed the team to be more insights led for pricing proposals.• Initiated a refresh of prepaid offers that turned around a declining trend through broader mass appeal.• Played a key role in the approval process to ensure that all marketing price initiatives used the appropriate analytical approach with sound supporting insights.

VHA, 3rd biggest mobile phone carrier in Australia (Vodafone merged with Hutchison 2009)Led the customer analytics and pricing function within the Customer Insights team across consumer and business. Responsible for generating actionable marketing insights to support CRM, product design & strategic pricing decisions.• Managed a team of five to deliver more than $30M incremental revenue to the business over two consecutive years through actionable insights.• Represented the marketing department and provided insights that determined the network strategy and capability rollout for multi-million $ investment.• Initiated Customer Value Management insights and framework to create more visibility and targeting of key consumer segments.• Defined the consumer segmentation methodology which was used throughout the marketing team to support CRM activities and product design.• Reduced churn in postpaid customers by 20% through insights that led to better consumer targeting

Vodafone is the second biggest mobile carrier in the worldReported into the Head of Customer Insights and managed a team of six to deliver insightful analyses on customer usage behaviours, corresponding revenue impact and churn for key consumer segments in the UK market.