Utilising my background in Datascience, Econometrics and Research to head up a team who inform and direct clients to ensure that their marketing is effective, both in the short and long term. This is achieved by setting the right objectives, identifying and recommending the best way to measure objectives and coordinating the recommendations from measurement and ensuring its usage. My role also encompasses the leading of the creation of new techniques and solutions to answer client questions that are not answerable through traditional approaches. The Effectiveness team at MG is a unique proposition that has helped secure and retain clients including HM Government, Specsavers, Virgin Media, John Lewis & Estee Lauder Companies.

Head of the DataScience department at Manning Gottlieb OMD. DataScience offers analytical solutions on the 3Cs: Customers (profiling, segmentation, propensity modelling), Coordinates (catchment areas, store segmentation, location planning) and Cookies (attribution modelling, web analytics, TV response modelling) as well as other bespoke work. The team has a wide variety of skills (statistical modelling, data audits, coding, visualisation, consultancy) and use a variety of tools sas, R, python, tableau, micromarketer. We work with many clients including Virgin Media, TSB and Renault.

Working within the commercial analysis team, using the Tesco database to run bespoke analysis to answer questions not covered by the standard dunnhumby products for suppliers. Projects include media and sampling analysis, coupon and clubcard mailing analysis, behavioural segmentations, product journey analysis and other bespoke solutions. As the senior analyst in the team I am also responsible for overseeing the team’s presentations, recommendations, insights and QA of code.

Management: I am the main research client contact for a variety of clients Rank Interactive, Travelodge, Autotrader, British Gas and Shop Direct. As main client contact I am responsible for pitching, selling research projects, managing these projects within my team and presenting the findings back. I was promoted to senior associate director at the beginning of 2011 and throughout my time have line managed various direct recruits who under my management have gone on to excel in the business, I also run all the resourcing, cross skilling and training within ævolve covering 15 analysts.

In addition to continuing the responsibilites from my manager role.I run all the resourcing for the 10+ analysts at ævolve and organise the analyst fortnightly meeting in which we discuss techniques, new developments,share knowledge etc. I also now have responsibility for our digital research offering including attritubtion modelling, target audience / reach / fequency reporting, view time reporting, online surveys etc.

Formed from the merger between Carat data planning and Carat Insight. I managed various projects (from analysis to presentations to clients) for example Littlewoods, Very, Archers Direct and Benecol. I have created various types of segmentations including attitudinal segmentations for SCA and Royal Mail as well as transactional segmentationsI have used regression for creating econometric like analysis to understand the impact of media on sales, search and responsesUsed structured equation modelling to create brand systems that are able to link media to behaviour.Decision trees using CHAID to model attitudinal segmentations across customer databases and create a direct response media optimisation product.Product developments have included increasing the efficiency of our major products including a product that links media to attitudinal responses, online cookie panel survey I also created an online display evaluation product and a direct response optimisation product and have overseen the creation of training manuals. I have also been heavily involved in expanding our business into the digital realm with product ideas and implementation as well as scoping work for an all digital media source database.

Working in the Carat data planning function, I worked on Royal Mail B2B. Creating a version of their database in SAS and selecting target audiences for direct mail, evaluating campaign results, creating propensity models and segmentations.