Anthony Crawford Email and Phone Number

Career break to spend more time with my children and home rennovations

• As product manager for Representative Value Proposition, I defined and executed the strategy and vision for Avon’s Representative Experience across Avon International’s 30 countries.• Designed and developed Avon Rewards, a segmented, data-driven program that transformed Avon’s Representative Experience. By leading a cross-functional team of analytics, finance, IT, and communications, we significantly improved the representative experience in each market whilst delivering a standardised commercial model, which was a key enabler for IT system consolidation and savings of more than $12 million. • Established a data-driven approach to continuous enhancement of Avon Rewards, incorporating focused KPIs and a comprehensive suite of targeted personalised reports, including segmented Profit and Loss (P&L) analysis to optimise expenditure. This helped Avon Rewards deliver 9% year-on-year growth in the number of high-value representatives, resulting in 3% incremental sales during the first year.• Improved the effectiveness of email communications, by using machine learning driven targeting, reducing the number of emails each rep received by 33%, whilst increasing the open rate by 17%• Identified opportunities to enhance the lifetime value and profitability of each representative through in-depth analysis of rep behaviour and the segmented P&L. Developed a comprehensive 3-year roadmap for data-driven initiatives aimed at personalizing onboarding, training, communications, and incentives elements of Avon Rewards and prioritized these initiatives based on their potential impact and implementation effort.

• Lead the development of data products to cultivate data-informed decision-making and support business growth, with success leading to the expansion of the data science team from 3 to 14 members.o SKU-level demand forecasting using MLOps practices and agile project management, achieving a 10-percentage point improvement in forecast accuracy, resulting in savings of more than $5 million per year from reduce in lost sales and excess inventory costs.o Predictive models to for important events such rep churn and promotion/demotion to empower proactive action to retain and grow the value of representativeso Segmentations such as category purchasing, needs and motivations, price sensitivity and digital engagement, to provide richer insights and improve targeting of offers and communications • Facilitated the professional development of analysts across the business by building an internal online analytical community and delivering monthly webinars. This initiative encouraged a culture of knowledge sharing and collaboration across business silos, resulting in over 150 analysts regularly joining webinars and actively engaging on the community pages.• Fostered a strong team spirit (e.g. daily stand-ups, team meetings, regular social opportunities, etc.) to increase the average tenure of data scientist by more than 33%

• Elevated the quality of responses provided to FMCG and retailer clients' inquiries by extensively incorporating machine learning and behavioural analysis into primary research projects, resulting in a 35% growth in average project revenue,• Improved the efficiency and effectiveness of analysts supporting primary research by introducing templated and standardised processes and smarter use of Tableau reporting, resulting in an 80% reduction of analyst time required on projects despite each project involving more sophisticated analysis.• Help FMCG, Retailers and a Mobile Network drive customer loyalty and growth by building customers segmentations by seamlessly integrating primary research, loyalty card, and behavioural data to build customer segmentations. Leveraging machine learning techniques, we created meaningful and actionable segments, enabling our clients to implement targeted strategies and enhance customer retention and expansion.• Pioneered new revenue streams within existing clients by devising innovative approaches that seamlessly integrated primary research with loyalty card data. These delivered significantly more effective results, particularly in critical areas such as media planning and the correlation between brand perception and sales impact, enabling our clients to unlock untapped opportunities and drive further growth.• Support the development of analysts by providing training and mentoring in the application of data science, data mining, primary research analysis and effective data storytelling, resulting in widely applicated of data science and more effective client projects.

Created new insight tools for retail and media businesses blending different data sources (e.g. brand and quality tracking, ad impact assessments, WOM impact assessment, media planning)

• Supported business with their brand strategy by running machine learning and advanced analytics on brand and advertising research, as well as writing proposals, pitching, creating presentations, and presenting results to clients.• Created new revenue streams by developing innovative analytical products that provided more in-depth and robust answers to their business challenges through the application of data science to primary research data.• Drove efficiencies and improved profitability by creating automated processes, for example reducing the effort required to deliver a specific annual project from 80 hours to 90 minutes, generating 80% profit margin on a £150K project.• Enable account teams to deliver better, more in-depth insight by developing interactive Excel reports, to make the data more accessible and easier to interrogate.• Helped account teams become trusted advisors to their clients by training them in statistics and how to identify opportunities to use data science to deliver better and more robust answers to client questions, and generate additional revenue.

Providing advanced analytical consultancy for brand and advertising research studies- Designing, running and interpreting statistical analysis on both ad-hoc and tracking studies- End to end involvement from pitching and proposing to presenting results to clients- Innovation and development of the analytics offer- Consulting on study and questionnaire design, sampling and weighting- Training account teams on statistical techniques

Bespoke analysis of Tesco transactions by 18 million Clubcard users (every 12 weeks) to generate clear, concise insight to answer business questions for FMCG clients. Including customer segmentation, campaign evaluation, cohort analysis, promotions and price tiering.Lead the integration of primary research data with loyalty card data to provide greater levels of insight between customer perceptions and behaviourProjects Include:- Marketing Mix Optimisation study for leading analgesics brand- Campaign evaluation – various FMCG – measuring uplift of various marketing activity door drops, press and magazine advertising- Segmentation – both primary research and loyalty card data - environmental, purchase journey, consumer confidence

Responsible for providing statistical consultancy to client facing account teams:Employing analytical skills to understand client issues & apply appropriate statistical techniquesGiving training & support to client service on statistical techniquesLinking continuous tracking data to sales data to understand the key messages that will help a brand increase both short and long term sales.