Responsibilities include building new core product analytics team (8 new heads) and customer experience metrics (e.g. time to discover content), Prime Video customer telemetry program, new UI launch metrics, Prime Video in-app economic customer objective function for on-line ML based on Econometric active valuation.

Responsible for Personalization and Prime Video homepage performance evaluation, annual target setting and measurement, Prime Video A/B testing platform including customer value and engagement master guardrails.

Covering experimental design, customer journey analysis, A/B testing design and evaluation, development and deployment of customer success metrics. Content type ML propensity modelling and customer behavioral based segmentation.

Leading the Customer Relationship Management platform and targeting strategy across acquisition, engagement/ retention, and winback. On-boarding Lovefilm EU based business into Amazon Prime Video.

Managing an analytical team and development of LOVEFiLM and CSMA client accountsLead Data Strategist for LOVEFiLM account: Gathering client requirements, writing briefs, estimating time, presenting recommendations, and ensuring delivery to time and costLeading WB, MGM and door drop contract strategies; developing business cases and selling in; Leading the development of standard KPIs and knowledgebase of results; MGM and WB propensity models; campaign forecasting and MI tracking; assisting CEO with account development.Management of campaign and membership insight.IKEA UK Mission Segmentation development and Econometrics supportIKEA IT Lifestage Segmentation

Client FacingProviding analytical support and consulting for Dell and other Acxiom accounts

A varied technical and management role encompassing: Drafting and presenting business cases for a campaign management tool and retail initiatives; leading UK Customer Segmentation design and development and EU rollout; Managing EU CRM Analyst, SQL Server Developer and Contracting Analysts; Web site analytics: Traffic and conversion optimisation; Customer Scorecard Development: Retention, LTV, Trans/ CustomerJuly 2006 - December2006 Talk Talk and SportingBet LondonData and Modelling ConsultantDiscovered and documented Customer Credit Card Data Flow for PCI Standards at Sporting Bet, 3 monthsCustomer Retention Modelling at Talk Talk (SAS propensity modelling), 3 months

Marketing Measurement and Customer Insight'Broken the mould' in how BGB does sales, marketing, retention and customer profitability, managed a team (5 FTEs) that achieved the following:Developed an unified reporting platform to automate and standardise the measurement of all sales and marketing activity, including the creation of a data conversion ladderTargeted high value, high converting prospects and high risk churn targets using logistic regression Developed a data source combining customer information from five billing systems and external prospect info, feeding into a market share report by product and profiled performance by industry sector, regions and company sizeDerived price elasticity curves and directing implementation

Direct Mail and Category AnalysisLeading member of a team that was responsible for delivering over £100m Annual Increment SalesMentored and developed junior analysts and assigned priorities and Promotion of CRM technology to non-technical usersWorked with Marketers to devise activation, retention and up-selling programmes; set up test and learn cycles to maximise learning while minimising risksManaged campaign performance for external companies, including dealing with agencies, specifying objectives, presenting resultsBusiness Modelling - Supply Chain Established joint target setting in loss sales and stockloss, driving higher availability and reducing wasteDeveloped a simulation (using AutoMod) of new depots' marshalling area, minimising labour requirement, reducing capital expenditure and increasing product flow

Car dealer site location study - Vauxhall Cars Identified success criteria in car dealer site locations; Benchmarking performance - Identified good and poor Sales performance against model predictions (Neural-Nets)Business Modelling - Supply Structure and Levels of Vehicle StockOptimised Car stock levels for leading Vehicle ManufacturerDeveloping and Operating Spearfish Torpedo simulation (To ISO 9003 Standards