Antony Phillips Email & Phone Number

Leicester, United Kingdom

• Managed team through substantial business transformation. Formed shared vision, values and clear career framework.• Mentored junior analysts to become confident, commercial and autonomous.• Optimisation of marketing spend by applying multi-channel attribution model to customer behaviour to balance ROI and customer retention.• Lead ‘Cost of Goods’ project that reduced COGS by $10m per annum.

Leicester, United Kingdom

• Building strong working relationship between marketing and sales department and the Commercial analyst team. Ensuring that sales and marketing are make sound fact based decisions.• Led team of 4 business professionals across two international locations.• Drove over $4m of commercial value through identification of opportunities, business partnering and effective challenge.• Instigated $30m European Customer Acquisition spend review- the results: $4.5m costs saved for redeployment, $3m reinvested, $750k sales incremental, $300k incremental GP. $10m anticipated increase in customer lifetime value.• Developed time series model, and other promotional measuring tools that enabled business to more accurately measure impact of promotions. Increased promotional effectiveness, equating to an estimated $8m in incremental sales.

• Led team of ten commercial analysts across three international sites.• Partnered Merchandising and Procurement to work closer with the commercial analyst team, ensuring the department made commercial sound fact based decisions.• Implemented a new COG’s framework which identified true dead net cost of products and identified market trends, and benchmarked against competitors dead net cost which is currently driving $10m per annum saving on our cost of goods.• Led weekly and monthly trading company trading reviews highlighting areas of growth or concern. Led to further ‘deep dive’ analysis which drove changes within business with estimated impact of over $10m in profit.

Leicester, United Kingdom

• Drove incremental gross profit in excess of £5m through actionable insight.• Delivered annual marketing campaign review against objectives which drove a new data led methodology to marketing planning.• Collaborated with external agencies to develop a catalogue forecast model leading to better informed decisions of product and page allocation.• Mentored junior analysts to become confident, commercial and autonomous.• Helped optimise marketing spend by applying multi-channel attribution model to customer behaviour to balance ROI and customer retention.• Created an historical promotion scoring tool, aiding business to build an optimised 12 month promotional plan.

• Identified key areas within our database to help target and improve response rates for individual media’s performance. One such example is when I introduced a new customer contact strategy program; driving over £2m in incremental sales.• Analysis of various marketing and business development campaigns (on and offline), providing recommendations for improvement.• Identified issue within current outbound calling process, sourced alternative solutions and overcame barriers within business to deliver a new solution which increased response rate by five times. Drove £10m per annum.

• Introducing and implementation of a new system to record and monitor effectiveness of marketing activity.• Analysis of data to identify and implement marketing strategies. One such example was identification of 33% of existing sales coming through recommendations. Targeted ‘Recommendation’ direct mailing implemented which saw sales for development beat target by four times.• Resource, Plan and implementation of marketing budget.• Market research and suggested selling prices on all new land acquisitions and land appraisals.• Liaising with advertising agencies for all promotional and marketing artwork.