Matthew Coppens Email & Phone Number

Melbourne, Victoria, Australia

Leads, develops, coaches and mentors team of three marketing performance analystsOwns and delivers pipeline of broad marketing performance insight requests for energy, telco, business and emerging areas such as electric vehicles across all marketing channelsBusiness ownership of marketing customer data assets and customer segmentation modelsCollaborate cross functionally with marketing, digital, pricing, sales, finance, data and IT teams to deliver analytics projects which improve marketing performanceDrive day-to-day improvements in performance across marketing leadership team

Australia

Responsible for the timely and accurate delivery of all wholesale pricing for commercial and consumer segmentsSuccessfully oversaw the re-build and development of AGL’s wholesale pricing team having clear direction and goals, a co-created team plan and adding three new team members to deliver the program of workChampioned introduction of Graduate Recruitment Program into the wider Integrated Portfolio Planning team resulting in six successful hires across AGLFocused on uplifting performance of existing core pricing systems and platforms which have resulted in 50% reduction in quotation error rate Strong emphasis on building strong cross functional stakeholder relationships with IT, sales, trading and finance teamsSet foundation for significant uplift in the automation and refinement of commercial segment pricing methodologies, systems and platforms, including securing CAPEX fundingSupported succession planning by interviewing and onboarding incumbent into the position

Melbourne, Victoria, Australia

Participated in design and implementation of AGL Australia Strategy and Planning process as part of business de-mergerPerformed commercial analysis on topics such as new value pool potential, risk for AGL Australia carbon commitments and customer value segmentation of commercial customer portfolioPartnered with senior managers from Consumer Markets and Trading and Supply Business Units to understand current state and co-create strategy process and outputs (including facilitation of strategy sessions and production of content)Completion of market intelligence including summarising competitor and industry reports (such as annual reports and AEMO Integrated System Plan)

Melbourne, Australia

Lead team of three senior analysts who deliver broad pipeline of analytics projects for Customer Markets business (examples include but not limited to; market sizing and share, audience identification for new products development, marketing campaign optimisation)Led and delivered end-to-end Customer Segmentation Project for AGL (including procurement of software, setting up IT infrastructure, data engineering, building machine learning algorithm, creation of automated processes and monthly updates), which is being utilised across Customer Markets to better understand and serve our customersCreation and maintenance of single view of customer for AGL bringing together 1000+ variables for each of our customers from 100+ data sources (for use in Customer Segmentation Project), which has enabled new insights to be created in every project and significantly reduced the ‘time to insight’ from weeks to hoursParticipated in AGL acquisition of Amaysim Energy as the ‘Customer’ subject matter expert. Forecasted different scenarios and provided recommendations for valuation on customer churn and sales commissionsProvided strong knowledge and leadership on marketing performance projects including market mix modelling and channel economics to ensure that these were delivered (by our chosen vendors) on time and on spec

Develop and manage Strategic Planning process across entire Product and Marketing groupSet up and support cross-functional GTM planning processesBuild and lead Marketing Performance function and embed performance culture within AGL MarketingSet-up the marketing planning and performance function at AGL and leading the team to ensure the efficient allocation of marketing resources.Day-to-day management media agency and data partner relationships to deliver improved investment allocations.Build and maintain marketing data assets (such as marketing attribution models, customer segmentation, CLV)

Melbourne, Australia

Responsible for the co-ordination and development and performance management of marketing strategies and marketing plans for 1-3 year horizons with key stakeholders.Whilst maintaining and enhancing customer segmentation assets, managing and enhancing targeting capability for high value customers, distilling data and research into customer insights for use in customer value propositions and strategy development.

Created a NPV model to explain different drivers of value for AGL and delivered a ‘Volume to Value strategy’ with clear insights and actions for how to grow the value of the portfolio beyond acquiring more customersParticipated in AGL acquisition of APG, providing all required churn assumptions for valuationDelivered State based growth strategies which enabled AGL to achieve its organic growth target by providing insights which included how much effort to plane on retention vs acquisition and which market and customer segments to focus on (such as new connections and movers)Implemented the roll out of AGL Customer Segmentation including tailored presentations and workshops for business units to understand how they can utilise

Melbourne Area, Australia

Melbourne, Australia

Melbourne Area, Australia

Melbourne Area, Australia

Master Of Strategic Foresight

Bachelor Of Business, Marketing

Vce