Julie Macpherson Email & Phone Number

London, England, United Kingdom

Battersea Dogs & Cats Home aims to never turn away a dog or cat in need of help, caring for them until their owners or loving new homes can be found, no matter how long it takes. We are champions for, and supporters of, vulnerable dogs and cats, determined to create lasting changes for animals in our society.As the Insight & Impact Business Partner, I manage a team of two and budget for Insight & Impact at Battersea. I have three core responsibilities:• To deliver strategic insight on Battersea’s activities to inform departmental and organisational decision-making, and oversee the delivery of strategic evaluation and impact measurement across Battersea. • To drive the development and management of an organisational needs-based research programme, strategic analysis and reporting on all Marketing and Communications activity, with the translation of this into actionable insight for key stakeholders to enable strategic and operational decision making.• To work with Senior Managers and Directors across the organisation to embed into Battersea’s culture and working practices, an insight and evidence led approach including evaluation and impact measurement.

London

Responsible for measuring progress in growing and sustaining women’s participation in sport and creating insight that ensured investment was targeted wisely and strategies had the most impact.THIS GIRL CAN CAMPAIGN - This Girl Can was the first campaign of its kind to feature women who sweat and jiggle as they exercise. It sought to tell the real story of women who play sport by using images that are the complete opposite of the idealised and stylised images of women we are used to seeing. • Identifying the huge difference in the number of men and women playing sport and the practical and emotional reasons behind it. • Shaping two ground-breaking national This Girl Can campaigns with new audience insights and critical evaluations. Formative consumer research & campaign evaluation included:o Literature reviewso Consumer focus groups and internal & external stakeholder process evaluationo Online ethnographic forum and observation researcho Quantitative tracking (cross-sectional), exit surveys, Omnibus surveys and mystery shopsWinner of ‘Client Insight Impact’ – AURA Insight Awards 2016GO WHERE WOMEN ARE – ‘Go Where Women Are’ articulates what it means to engage women in sport and exercise on their terms and in their space whether physically or emotionally. This insight review explored our understanding of women, their motivations, barriers and triggers to getting more active, and what this means for the sector.HELPING WOMEN & GIRLS GET ACTIVE – This insight driven activation guide contains practical advice, suggestions and top tips from various projects and organisations that encourage more women and girls into sport and physical activity. It was developed to help partners in the sector take advantage of the demand created by This Girl Can.Also:I WILL IF YOU WILL – Women’s behaviour change pilot in BuryECONOMIC VALUE OF SPORT - Comprehensive assessment of Sport's value to the economy

Kantar Worldpanel is a global market research agency specialising in consumer behaviour insight. • Worked with a continuous online panel of shoppers to provide clients with customer segmentations, strategic positioning or product development opportunities and competitor analysis.• Account director for 26 clients including 3 of the big 4 supermarkets, clothing and footwear multiples, manufacturers and investment banks. • Line manager to two Client Managers and two Client Executives.• Responsible for retaining client subscriptions, increasing client investment in new analytical tools, surveys and segmentations, bringing in new clients and producing impactful and actionable insights for clients.• Managed the PR output of the team, liaised with the press as an official Kantar Worldpanel Thought Leader and mentored two students as part of ongoing engagement with the education sector.

• Worked with a continuous online panel of shoppers to provide clients with customer segmentations, strategic positioning or product development opportunities and competitor analysis.• Client Manager for a set of clients including 3 of the big 4 supermarkets, clothing and footwear multiples, manufacturers and investment banks. • Line manager of a team of three researchers.• Responsible for retaining client subscriptions, increasing client investment in new analytical tools, surveys and segmentations, bringing in new clients and producing impactful and actionable insights for clients.

• Managed the accounts of major national fashion retailers and international brands including Speedo, Berghaus, Clarks and Sainsburys.• Developed and maintained a consultative relationship with clients focusing on their business strategies.• Presented both internally and externally to clients of various sized audiences.• Worked across the business ensuring all departments operated together effectively and communicated a consistent message to clients.• Liaised internationally (European clients) to deliver insight on the UK market.• Possessed a high level of expertise and understanding in the fashion market used to communicate trends and opportunities for clients.

Edinburgh, United Kingdom

Ba Hons, Fashion Marketing & Communications

Foundation Diploma, Art & Design