Andy Crellin Email & Phone Number

Chester

At Powered by Data, I lead data and insight initiatives, helping organisations realise their strategic potential through data. My role spans multiple areas including data science, data engineering, automation, business analysis, information delivery, client side data & insight team development and client lead functions, allowing me to work closely with clients across their full data journeys.Core responsibilities:- Leading a team of data scientists, analysts, and engineers to develop bespoke data solutions.- Building end to end automated insight delivery solutions- Collaborating with clients—from high-growth brands and media agencies to large charities—to ensure data strategies align with core objectives.- Managing (and helping clients manage) the entire data lifecycle: acquisition, integration, analytics, visualisation, and information delivery.Some key highlights:- CIOF Awards 2024: - Winner: Most Innovative Use of Data to Drive Insight - Highly Commended: Most Powerful Insight using AI/ML - Highly Commended: Most Powerful Insight using Data Analysis- Built an LLM-driven insight pipeline for the Scouts, enhancing decision-making.- Developed and implemented a data and insight strategy for an innovative energy provider.- Delivered a comprehensive data, insight and dashboarding stack for a leading UK comparison site.- Created an KPI-focused data, insight and visualisation solution supporting growth for a high-growth UK sports/fitness brand.- Formed long-term partnerships with charities like Greenpeace, British Red Cross, and St. Mungos to sustain data-driven impact.- Acted as a strategic partner for media agencies, providing data-backed insights to secure new business.- Developed econometric marketing models for multiple clients, including for a Big 6 energy provider to support brand investment decisions.I’m passionate about delivering actionable insights, helping organisations optimise their data to drive impactful, strategic decisions.

Manchester

I formed the Data and Decision Sciences department to provide end to end accountability for delivering value for the business and our clients from our data asset. Bringing the entire "Data Acquisition to Insight Delivery" pipeline together under one team means that we can deliver solutions to the Product Team much more quickly and in a much more customer centric way. The DDS team encompasses a wide set of skills - Data Strategy, Data Governance, Data Solutions Architecture, Data and Decision Science, Analytics, Insight and Database Administration.This also improves the way we can work with clients in a consultative relationship - allowing the DDS team to deliver value directly to the client (by acquiring their data and delivering insight back to them) as well as through our core Product Development process.All of this supports an ability to run bleeding edge Proofs of Concept without needing to directly engage the Infrastructure and Development teams (due in part to their excellent strategy of delivering tools and services for use by other parts of the business), and allowing them to concentrate on delivering on the core product stream.

Manchester, United Kingdom

Accountable to the founders, I have built and run the Insight Services function at ResponseTap. This includes developing the strategic vision for insight and analytics, planning and executing on the delivery of that vision, building the Insight Services team and developing the client interaction strategy - with the overall goal of creating and growing a substantial additional revenue stream for the business. For our clients, this means getting access to never-before seen insight that will substantially change the way they understand their customer acquisition and retention journey - across any and all channels: both offline and online.ResponseTap manages billions of transactions each month for thousands of clients globally, collecting web, phone-call and e-commerce data. By gaining a holistic view of a customer’s online and offline activity and combining this with world-class, leading-edge data science we provide unprecedented insight into marketing performance for clients, which streamlines their customers’ experience.With offices in London, Manchester, Atlanta and New York, we are looking for ambitious, forward thinking individuals with a passion for ground breaking analytics and use of data. We want people who think outside the box to meet what will be a variety of challenges, who are excited about challenging the status quo in data-led marketing, and want to make their mark in the world of voice and online analytics.

Chester, United Kingdom

I have two core areas of responsibility – firstly working generally to the Group for the generation and promotion of Analytics and Customer Insight, and secondly working specifically to the New Business division providing analysis, customer insight and decision support. I am responsible for providing all levels of insight to new, growing and incubating business units – It is a “Hot House”, rapid development and decisioning environment with intense focus over short periods of time – allowing the Group to make critical choices about these business units quickly, and with high confidence. As with my previous role I continue to provide direction in the use of data – from collection to insight – to drive customer and commercial benefit. Data Science is at the core of this role.I continue to be a member of the Senior Management Team representing Analytics and Insight.

Chester, United Kingdom

Working to the Marketing Director and managing a dedicated team of analysts and Data Scientists, I was responsible for providing analysis and insight to the Group – primarily around customer insight for Marketing, CRM, operational and commercial development and PR. Dealing with everything from product optimisation through to predictive customer activity modelling and segmentation, I was responsible for ensuring that various business units in the Group had the data-driven insight required to truly understand who their customers were, and what drove them. One of the core aspects of this role was ensuring that the company transitioned to relying more on data-led insights than anecdotal or gut-driven insights. This has been incredibly successful, resulting in a large part of my role becoming focussed on helping management teams frame their questions and thinking to take advantage of the large data asset available, while preventing navel-gazing. I was a member of the Senior Management Team representing Analytics and Insight.

Responsible for producing and coordinating analytics in the Insurance and Home Services business vertical at moneysupermarket.com, and leading the group's Vertical Analyst team. Heavily involved in business process improvement initiatives, feeding insight into business channels and verticals with the aim of ensuring moneysupermarket.com continues to consolidate its place as the market leader in price comparison.

As Director of Technology I am responsible for the technological strategy of Punter's Genie. However, in this small company I am also integral to overall direction. Punter's Genie is a small data analytics company specialising in sports analytics with a view to optimising long term betting and staking strategies. Our particular forte is finding new and unusual methods for analysing data to discover previously unknown patterns and trends - usually missed by most other analytics companies.

Responsible for the strategic development of the organisation's IT Infrastructure. I also managed a small team dealing with network, security, server and workstation assets within the organisation.I was involved in project managing substantial technology change in the organisation, and in the research of new and emerging technologies to find those that would give us a competative advantage while weighing the risk of introducing these new technologies.

Developing the IT technical strategy for the organisation, as part of the overall IT strategy. Third line technical support and development of networking infrastructure. Project management.

Support of the organisations network and infrastructure at a third line level.

Bloomsbury Capital Management Limited is a financial services company specialising in debt and equity capital investment and derivatives trading. The algorithmic trading section specialises in analysing financial markets to develop profitable, automatic trading systems. My role here included the development and analysis of technical (as opposed to discretionary) trading strategies – comprising of risk analysis, account management, trade execution systems and trade analysis. I was also responsible for researching and implementing data management and analysis methods and technologies.

Worked as a designer and account manager for a range of clients.