Responsible for strategic BI and Insight delivery. Created a respected, cohesive and value adding Insight team from a mix of BI, Customer and Business analysis resources. Raised the team profile and instilled individuals to drive improved practices and processes around data and analysis within the business.Tackled a number of tactical improvements across data, software and reporting best practice. Managed 3rd party data and resource support where required.

Responsible for developing and implementing the Data and Analytics strategy to enrich the RRD Enterprise Communications Management (ECoM) proposition.

Worked as consultant on data and analysis projects in gaming and and motor insurance sectors. Undertook gathering of user requirements, data audit, with the data and analysis required to deliver the required solutions.

Consulting within the Swinton Insurance Finance function, delivering Insights into monthly product LTV and complex product cancellation scenarios. Stakeholder management was key to ascertain the “client needs”, in obtaining relevant data in a succinct and timely manner. Generated in-depth Analysis and Insight using a mix of databases and tools.

• Managed the UK Analytical modelling operation, working closely with UK sales and client to drive Insight and improve cost-savings/profit• Helped identify opportunity and support senior management to generate business by creating material, case studies and final presentations• Projects included predictive segmentation models, debt collection models, survey and in-depth analysis of survey data, customer acquisition models, call volume forecasting models, customer satisfaction analysis, and GIS MI/BI. Developed strategies to leverage results from models, provide cost-benefit analysis and implement models. • Management responsibility for Customer Insight teams across key Private clients

• Advising on design and implementation of a new Customer analysis and Campaign management database infrastructure. Management of complex campaign selections.• Advise on best practice data mining toolsets/methodology and enhanced campaign selection capability and help steer customer data strategy• Using SQL/SPSS/SAS deliver data insight / detailed MI and Market Research selections• Define roles, recruit team and advise on best practice• Analysis of Quote and Policy via mix of SQL/SAS to mine data to inform senior marketing • Daily advice on project delivery for Marketing regards new ventures, including data augment, cleanse and selection.

Working closely with emerging CRM set-up, specialising in support for customer management and database marketing insight. • Built several direct mail response models for a mail order organisation across extremely large databases (prospect pools), and more recently, conversion models for a large university using SPSS CHAID. These have subsequently been applied to client systems and roll-out • Prepared a strategy paper for major university, which identified possible shortcomings in their Marketing MI / Insight capability, covering people skills, technology capability and their working processes.• Managed and delivered data audit, including strategy for external data purchase• Built enquiry to registration models to enable improved follow-up targeting of warm prospects• Involved with marketing and development of purpose built optimisation software

• Team - Headed up two analytical & two campaign selection teams (20 FTE). Recommended and delivered the technology platforms for reporting, data mining/analysis, modelling and campaign/selection management.• Unified Data Platform – Enabled Marketing to understand brand overlap and take actions on the allocation of mailings/catalogues. Operational improvements enabling modelling scores to be run live against the base for call-centre cross/up-sell/customer management.• Modelling toolset – Investigated business/statistical data modelling needs and how best they could be satisfied by industry tools on offer. • Campaign management – Agreed a common mailing customer selection tool, which enabled Marketing to apply complex selections/propensity models. Key deliverable would be the catalyst for data driven marketing.

• Deliver a Mortgage retention platform, including analytical reporting, MI and modelling capabilities, enabling portfolio dynamics and customer behaviours.• Budget=£400k, timeline=4 months. Responsible for scoping user requirements, finding potential suppliers and implementing delivery through a complex IT infrastructure. Close working relationships across different sites and teams such as, Mortgage Express and the Customer Analysis teams. Conduit between IT and users in delivering an Alterian engineered solution under budget and to timescale.

• Responsible for the creation and strategic development of ‘Greenfield’ database marketing team• Recommended, tendered, managed and delivered an industry wide analysis toolset capable of delivering complex customer analysis• Analysts delivered store profiles/customer demographics/sales information for local store marketing initiatives• Managed the IT/Marketing delivery of an Oracle/SAS platform. Obtained user requirements, defined Marketing ETL, frequency. Delivered in 5 months with dedicated DBA resources.• Established processes (incl. external data purchase) and measurements of data hygiene, specifically PAF, Electoral roll, general cleansing janitors and NCOA, deceased, etc. • Brought the mailing selection in-house. Solution provided ROI reporting and detailed communication history for each customer reducing spend per mailed communication• Managed provision of in-depth store catchments (via GIS), drive time, and general store analysis. Complex store sales projections developed via SAS and GIS software enabling prediction of potential new store sales deflection.

• Develop and manage database analysis, evaluation and utilisation of the Marketing Database to maximise ROI in support of GE and its client brands.• Improve targeting strategies and build stronger relationships both with cardholders and the client brand.• Managed the Retail Analysis team of over 20 analysts. Developed and improved targeting selections to support client sales and GE profit goals. Aimed to identify customer groups with high opportunity and subsequently enabled the targeting of promotions according to customer attributes, whilst proposing and testing new strategies – champion/challenger campaigns.• Created seamless change for the analysis teams in order to move from a mainframe marketing database platform to a Unix / Oracle client server environment. Constantly designed and developed processes, which enabled GE to improve client service.