Paul Bloomfield Email and Phone Number

Leading Insights for Strategic opportunity development, Consumer Trends and Brand Experience• Designed and implemented approach for opportunity identification and proposition development that is used to develop investment business cases and key product focus areas• Developed and managed new approach to understanding consumer Brand Experience• Identifying new trends and supporting the business to act upon them

Leading Insights Support for Brand & Campaign as well as key segment proposition development• Managing the Brand & Campaign tracker to provide recommendations on marketing strategy. Ongoing senior impact within the business, including driving changes in the quarterly campaign.• Developed and executed a new Insights Process to ensure customer driven insights are embedded within the new agile segment teams leading to successful new propositions. • Designed and implemented extensive needs and behaviour based research to support development of future brand strategy.

Leading Insights Support for new Voice & Broadband proposition development• Developed and executed full insights programme for major new strategic programme. Extensive implementation (including CEO engagement).• Led an insights programme to provide key understanding for large scale customer migration and enhanced value added service innovation opportunity.• Designed and managed the Broadband Customer Experience Tracker to support implementation of NPS improvement initiative. Best practice approach to stakeholder engagement developed.

Leading Devices Commercial insights for key commercial audiences (IT Pros, Business Decision Makers, Information Workers) initially for Phones with the shift then focussing to Surface.•Established Phones Commercial Tracker and successfully implemented the results to marketing planning both globally and regionally. This Tracker was then combined with Surface A&P to give more comprehensive metrics that were aligned with other CMR studies and provided further industry understanding•Collaborated with WDG to leverage insights for Commercial Product Marketing that were utilised by stakeholders•Developed and executed CIO Voice Insights program which resulted in new Commercial sell-in value proposition for Continuum•Surface value proposition & messaging study conducted for consumer which established Holiday campaign messaging

Team head in Consumer Insights for device product testing (tablets, phones and wearables). Eight reports although due to downsizing of the business eventually no reports remained.•Comprehensive Product Testing approach developed which was conducted on all new smartphones and then adopted for tablets and wearables•Testing metrics used to determine likely launch success (and modelled together with Gfk sales data)•Findings resulted in over $1 Billion savings (as some devices were not launched that would have had major selling problems and require inventory write down)•Study results provided detailed targeting information that drove media buying

Driving consumer understanding for development of device portfolio. Three direct reports.•Extensive work with C&CI colleagues to provide a holistic approach for 2010/ 2011/ 2012 Device and Services Roadmaps to link to Needs and Segments and how these links provide a common planning framework •Developing a new approach to consumer focussed sell-in and insight flow through. The results of which formed a new, more consumer orientated approach to operator sell-in. •Insight Generation support was also provided for Marketing Creation to provide better insights for themed based campaigns

Strategic consumer driven input into Roadmapping, Portfolio Planning, Targeting and Positioning and Creative Brief development as well as campaign testing for the Connect Device Category. One direct report.•Project Management, development and implementation of consumer understanding Deployment Plans for Denmark, Spain, MEA, Connect Category Management, Product Managers, Marketing and Services workshops - focussing on applying understanding to their part of the business•Designed and led very successful Insight generation session for Connect Marketing to develop insights for Connect Sharing Campaign •Used consumer needs analysis to work with senior stakeholders to drive Portfolio agreement from five different device categories. This was used for 2010 and 2011 Device Roadmaps•Conducted programs with Telefonica Spain and O2 UK to align their segmentation models with Nokia's and conducted initial work with the Account teams to find new opportunities.•Led workstream with Nokia consumer team in 2007, area researchers and key agencies to re-design campaign pre testing approach.

Jointly developed Nokia's extensive segmentation model. This included bringing together inputs from global and country researchers and gaining their agreement on approach. Updating key business stakeholders and senior management throughout and ensuring the model was not just a research study but an applicable, useful business tool that drove value creation for Nokia•Designed the program and content for Nokia Segmentation training•Produced Segmentation communication material and intranet site•Jointly drove roll-out of segmentation in all Nokia Geographical Areas and in key global functions (Marketing, Devices and Design) and secured investment for future wave

Presented consumer based argumentation to over 30 operator customers. This was instrumental in illustrating the need for Nokia Networks solutions and helped credibility and sales for the account teams•Conducted jointly funded research programmes for AT&T (USA, Seattle), MTS (Russia, Moscow) and T-Mobile (Czech Republic, Prague) to look at consumer opportunities. •Worked 1 day per week for 6 months with ‘3' UK as part of a Nokia Marketing funded deal to help setup the operator's research team and ensure they were addressing their consumer understanding requirements•Designed and ran 3G Tariffing study which was quoted in the Financial Times

Research International (WPP Agency; Servicing and developing business with key clients during the 5 years (Ericsson, Nokia, BT, Sun MicroSystems, T-Mobile, Unilever, General Motors and Audi)• Responsible for teams to ensure studies were designed to meet client objectives, brought in on budget and delivered high quality actionable results• Management & Couching of 5 direct reports and project managing a team of 25