Employed by Result Customer Communications and contracted to Morrisons for the vast majority of my time; latterly employed directly by Morrisons.I was charged with providing evidence of media effectiveness for Morrisons' suppliers in terms of their associated media spend. I supported the media sales team by demonstrating where good ROI and sales uplift were achieved and suggestions as to where it may be improved. I selected and activated test & control environments with which to measure true media success against background (or ATL) activity.I championed and developed significant use of Kantar's TGI model which I used to help identify target markets, media channels for media investors thereby increasing effectiveness.In addition to the Morrisons work I undertook numerous projects for the wider Result Customer Communications business including market analysis for a number of clients including UK and Australia based partners.

Media Analyst for Asda Media Centre. Providing marketing effectiveness research and context to suppliers and category traders. Managed and developed the analytical capability of Asda Media Centre. Developed a suite of media effectiveness reports ranging from one-off shelf barkers to fully integrated campaigns to seasonal category events. Presenting key findings back to the media buyer with logical, understandable reports empowering media buyers to make key marketing decisions relating to media investment.

Seconded permanently to the Highways Agency where I worked as a tactical and intel analyst, producing strategic and tactical analysis of delay, congestion, road traffic accidents and other incidents on the motorway and trunk road network across Yorkshire and Humberside.