Having spent several years working in marketing and then data consultancy I've spent many years accessing insight and robust results from disparate and often incompatible data sets. Solid insight and data analysis should be at the heart of every business and are imperative to commercial strategy and growth. I’m a huge believer that access to understandable and useful insight is something that every professional should have, regardless of their technical capability. Data should fuel professional curiosity, not hinder it.And so, I’ve put my money (and time) where my mouth is. After ten years learning the trade at The Data Shed, we have built The Data Refinery, a software as a service data integration platform that pulls all your data sources into one place, all matched together and published to lots of useful reports and insights (and you can build your own too) so you can get on with the serious business of asking questions, knowing the answers you get are based on a true picture of your customers, prospects and business performance.Simple plug and play data insights for every level of technical ability. Because data really doesn’t need to be difficult.Hop on over to www.thedatarefinery.co.uk to find out more.

After ten magical years building a Data Consultancy with Ed Thewlis, we sold The Data Shed to Hippo Digital in 2023. I am delighted that The Shed has gone to a brilliant home where Ed and the team will continue to work with clients on data strategy and transformation projects.

Having completed the Hallmark Management Development Course in 2011 I felt it was time for a new challenge on returning to work from maternity leave. I jumped at the chance to work in the brand team and experience a different side of marketing. The role encompasses all Branded Communications with Consumers, Trade and Internal Comms support. Reporting into the International Marketing Director I’ve been involved with Strategic Brand Development and Communications Planning. Key responsibilities include:• Planning, organising and delivering integrated communications campaigns• Setting up and developing a Trade Marketing communications strategy• Media planning and buying – on and offline• Analyse and review campaigns and make recommendations• Ensure brand values are delivered through all consumer touch points. Including product quality, shopping experience, customer services, trade shows, advertising and promotions• Internal and external branding roll out – following on from new brand launch in 2012• Work with Market Research team to deliver insights to support brand development and strategy roll out• Work closely with Product and Sales teams to identify new messages and communications requirements• Support Social Media and PR

Key responsibilities include:• Customer Acquisition strategy and delivery through the marketing plan• Insight from analytics tools to plan channel strategy and deliver relevant prospects• Large marketing budget with ROI improvement targets across all channels• Working with Head of Ecommerce to develop overall Ecommerce Strategy• Forecasting, budgeting and financial management• Drive marketing communications to deliver traffic and converting customers• Work with internal teams and external agencies to deliver compelling marketing messages and grow customer base• Continuous monitoring of results and campaign performance to drive marketing plan and strategy• Develop strong relationships with key suppliers to drive results and value for money• Provide online marketing consultancy across the business • Support the brand team with online marketing material and input into the social media strategy.Key achievements:• 600% increase in sales from the customer database• 30% reduction in marketing cost per sale in 12 months• Paid search restructure reducing CPS by nearly 50% in 12 months improving return on investment by 79%• Integration of SEO onto the site to improve natural search listings dramatically and improve sales by 50%• Implemented detailed performance tracking and provided regular insight from online analytics ; achieving vastly improved performance visibility, supporting better planning across the board • Worked with the team and the wider business to improve understanding of online opportunities and insight that can be gained from the online analysis tools• Planned and delivered a fully successful and thorough agency pitch process • Integration of new online media agency just before peak season• Selection for and Graduation from the Hallmark Management Development Programme• Supported the wider team with the new site development.

Recruited to lead and motivate new marketing team to drive a new, primarily online brand within a FTSE 250 financial services business with a number of key challenges and responsibilities:• Full responsibility for delivering a new transactional website for Real Personal Finance including • Production of tight site specifications and briefs, reviewing creative and content, and driving testing and launch to deliver the best possible product• Optimising for SEO and accurately implementing Omniture/URL and Atlas tracking for analysis, development, and accurate campaign reporting • Site launch improved conversion from visit to successful application by over 30%.• Regular planning sessions with agencies to review performance and competitor activity, and plan site and online strategy in line with business objectives• Reviewing site performance regularly using analytics and applying insight to site updates, improving conversion and lead quality• Improved site conversion from 14% to 17% in the first 10 weeks post launch• Responsible for the development and management of a Marketing Executive• Day to day responsibility for driving campaigns with my team to push both on and offline channels forward across SEO, PPC, Affiliates, email, Display, Press, Inserts, Door Drops, DM and SMS• Doubled lead volumes from marketing campaigns year on year in 2009• Collaborating with the analysis team to deliver increased granularity of MI to improve campaign visibility• Planning and delivering internal brand workshops, interpreting outcomes and delivering new look and feel for RPF brand as a result – more modern and suitable for creative and website• Forecasting and weekly results analysis Responsible for a budget over £1.5 million in 2010• Communication of developments and activities to key stakeholders across the business.

Key responsibilities:• Implementation of campaigns across a wide range of channels including DM, press, digital, P.O.S and TV. • Creative brief and proposition development which had to be both inspiring and informative to help creative teams produce the best possible concepts. • Ensure the creative output met the brief, brand and tone of voice. • Ensuring creative left the agency accurately requiring excellent attention to detail and speed• Developing good relationships with all stakeholders in the project (client/creative/artwork/suppliers) in order to ensure good communication and smooth running of project. • Managing and developing a team account executive.• Financial management of projects from accurate estimation to invoicing and forecasting ensuring projects come in on budget.• Production management - managing print projects to fruition accurately and on budget.

Key responsibilities:• Project management of campaigns ensuring high quality completion on time and to budget across a number of clients within several industries (travel, healthcare, financial services, retail). • Establish good working rapport with clients and stakeholders maintaining excellent customer service at all times• Responsible for creation and maintenance of quotes, briefs, schedules and budgets• Communicate and resolve client amendments • Briefing print and production accurately and managing quality control on outputs

In September 2004 I left the UK to spend a few months travelling around the world, indulging my passion for travel. I travelled across a wide spectrum of countries, each throwing up its own challenges from white water rafting without a raft, to attempting the purchase of a train ticket in India - a serious test of patience and humour!