Paul Parker Email and Phone Number

As the Head of Marketing Analytics, I lead the strategy and execution of data-driven insights that fuel marketing initiatives and drive growth. I oversee the collection, analysis, and interpretation of marketing data to optimise campaigns, enhance customer engagement, and support strategic decision-making.• Strategic Leadership: Develop and execute a comprehensive marketing analytics strategy aligned with business objectives. My efforts ensure data-driven decision-making that maximises ROI across all channels.• Data-Driven Decision Making: Collaborate with cross-functional teams to inform marketing strategies using robust data analysis. I leverage SQL to extract and analyse large datasets, influencing budget allocation and strategic priorities.• Performance Measurement & Optimisation: Create and maintain dashboards that track KPIs using tools like Looker and Looker Studio. Continuous monitoring enables quick optimisations, ensuring marketing efforts consistently hit targets.• Revenue Projections & Forecasting: Develop data-driven models to forecast revenue, providing actionable insights that guide strategic planning and help identify growth opportunities.• Customer Insights: Utilise advanced analytics for customer segmentation and personalisation, enhancing conversion rates and improving customer loyalty.• Campaign Analysis & Reporting: Lead in-depth analysis of marketing campaigns, delivering actionable insights and clear recommendations. Regular reporting to senior leadership to drive continuous campaign improvements.• Team Leadership: Build and mentor a high-performing analytics team, fostering a culture of innovation and continuous learning, solidifying the team’s role as a key strategic partner.• Technology & Tools Management: Oversee the selection and optimisation of analytics platforms like GA4, Salesforce, BigQuery, and Looker, ensuring we leverage advanced technologies to support evolving business needs.

As Head of Digital Analytics, I led the development and execution of a comprehensive analytics strategy, driving data-driven decision-making across the portfolio. I managed a high-performing technical team delivering actionable insights that informed marketing strategy and optimised digital channels.Responsibilities & Achievements:- Analytics Strategy: Spearheaded the company-wide implementation of Google Analytics 4, overcoming technical challenges to enhance ecommerce and form tracking. This upgrade significantly improved our data capture, enabling more informed and strategic decisions.- Data Integration: Centralised marketing data using Funnel.io and BigQuery, improving data accuracy and Paid Media ROI. Regularly conducted audits across GA4, Funnel.io, and Marketo to ensure data reliability, performing gap analysis against CMP and CRM systems.- UTM Standardisation: Defined and standardised UTM tracking across the business, ensuring consistent and accurate campaign data. Led efforts to integrate tracking across channels and MA tools, enabling advanced analysis and deeper insights.- KPI Frameworks & Dashboarding: Established KPI frameworks and deployed dashboards in Looker Studio and Looker, enabling monitoring and optimisation of KPIs. Achieved a 20% increase in form conversions on the WARC site through targeted funnel analysis.- Cross-Functional Collaboration: Collaborated with MA and Product teams to drive insights into product performance, informing the product roadmap. Refined post-event analysis for major events like Cannes Lions, presenting actionable insights that led to strategic recommendations, including localised marketing and targeted paid social investments.- Team Leadership & Innovation: Led and mentored the Ascential Analytics team, fostering a culture of innovation and establishing the department as a center of excellence. Managed request triaging through a centralised pipeline, optimising delivery timelines and protecting team capacity.

Publicis Emil is the marketing transformation partner of Mercedes-Benz, and more broadly, Daimler AG at an HQ level, in regional hubs and in 37 local markets; handling all marketing activity for Mercedes-Benz, from advertising, digital experience and data science to CRM and dealer communications.o Regional data lead on Mercedes Benz website personalisation programme responsible for performance reporting and insight delivery, working closely with regional delivery managerso Regional Google Analytics 360 SME providing leadership, training and guidance for Overseas and European markets during critical transition from Adobe Analytics and beyondo Designated primary regional data liaison for Daimler’s lead Data Agency based in Germany o Defined analysis framework for all key European and Overseas markets to ensure reporting requirements were met and standardised across marketso Built a standardised, region-wide reporting framework in Google Data Studio to provide lead, application-usage and traffic insights at an aggregate levelo Defined a KPI and measurement framework for the personalisation workstream to ensure that captured and reported data points laddered up to inform high-level workstream objectiveso Continuously delivered data and analytics requests throughout the regions working as part of an Agile team in 2-week sprints cycles. o Carried out hypothesis testing and in-depth analysis as part of the continuous improvement process (CIP)to answer key business questions and enhance understanding of fundamental customer interactionso Provided training and mentorship to 2 junior analysts, helping to define and work towards long-term goals and objectives.

Tribal help organisations refine value from raw data through advanced data science. We use predictive analytics to determine what the data is saying and how you should respond, and then operationalise this knowledge so that it can be routinely used as part of existing business processes.> Clients: Škoda Auto, Volkswagen Passenger Cars, Volkswagen Commercial Vehicles and GSK.> Lead analytics and data strategy consultant on Škoda Auto data and optimisation retainer> Data and insight lead on Volkswagen Passenger Cars optimisation workstream> Lead data consultant on Volkswagen Commercial Vehicles BAU retainer> Responsible for all web analytics, reporting, dashboard creation, optimisation, website personalisation and advanced data interrogation for Škoda while working closely with agency partners to provide actionable, campaign-specific strategic insight > Responsible for defining a KPI framework and workstream objectives for the Volkswagen Passenger Cars optimisation workstream, leading to the creation of a Quarterly reporting framework where individual test KPIs ladder up into high-level business goals> Oversee the management and delivery of BAU reporting for Volkswagen Commercial Vehicles, while maintaining a strategic overview of data collection and reporting capabilities> Responsible for 1 direct report. Have interviewed and successfully hired 2 candidates in total (1 long-term contractor). > Designed and implemented numerous analysis frameworks for Škoda bringing together insights from Google Analytics, Content Square, Google Search console and numerous back-end data sources to identify opportunities for website personalisation and optimisation using Google Optimize. > Build and maintenance of advanced statistical forecasting model used throughout Volkswagen Commercial vehicles. The model provides web targets for the whole business and agency partners

Adapt Worldwide, a Welocalize company is a young and dynamic multilingual digital marketing and transcreation agency working with globally recognised brands including Zoopla, Canon, Alliance Healthcare, Uber and Book Depository. As Digital Strategist my achievements and responsibilities included:> Defining a KPI and reporting methodology framework to be deployed as a service offering to existing and potential clients> Developed a UX, CJ and analytics auditing methodology to be deployed across various client sectors in order to systematically identify optimisation strategies and testing ideas> Audited the on-site experience and analytics capabilities of the Book Depository and Canon retail partner websites to form recommendations to improve conversion rates in key markets> Successfully defined and deployed a tracking and analytics framework for Alloga global and regional websites via Google Tag Manager > Worked to enhance the existing Adapt pitching process and offer extended services which include analytics and CRO alongside digital transformation.> Provided expertise around analytics, CRO and UX best practices to input on pitches including Ted Baker, Trip Advisor, M&S and Canon retail partners> Performed UX audits for Ted Baker and Trip Advisor, inputted on reporting capabilities for M&S and provided extensive research and methodology frameworks for Canon retail partners.> Defined blog reporting and KPI framework for Uber in order to effectively manage success across global markets

PEI, headquartered in London, New York and Hong Kong, serves 6,000 professional customers in more than 1,500 organisations across 80 countries, delivering market information, analysis and events exclusively for alternative asset finance and investment.Digital Product Marketing Manager responsibilities included:> Acting as the voice of the customer to bridge the gap between marketing, IT and product development > Being main point of contact for marketing technology vendors/agencies for projects and product upgrades > Establishing customer feedback channels and working with stakeholders to define user personas and customer journey > Utilising tools such as hotjar, NPS and google analytics alongside qualitative data to understand customer behaviour, pain points and requirements> Translating requirements into product backlog items with clear context, value, success metrics, estimated effort and goals> Working with marketing to drive the product strategy and develop tools and campaigns to maximise acquisition and retention initiatives> Liaising with marketing on platform and product development initiatives with robust ROI frameworks> Working alongside the lead product owner and scrum team to populate the product backlog, add value and context to backlog items, write users stories, establish acceptance criteria and define and monitor success metrics> Executing an ongoing CRO strategy including heatmaps, funnel visualisations, form tracking, user journeys, and customer feedback to design a/b tests and inform incremental website development> Monitoring usage data such as site searches, organic searches and keyword trends to identify opportunities> Performing competitor analysis to understand the competitor landscape, marketing strategies, features, and pricing/paywall models> Defining measurement frameworks for existing digital products and platforms, as well as new initiatives and campaigns.

As senior digital acquisition and retention manager my main achievements and responsibilities included:> Successfully defined and deployed a data layer alongside GTM for 8 new publishing websites in conjunction with an analytics partner whom I sourced; resulting in exceptional analytics reporting capabilities> Designated SME for SEO, E-Commerce and analytics within the Agile team during digital transformation; liaising regularly with developers to write user stories, acceptance criteria and testing scenarios > Implemented a CRO strategy utilising Hotjar and Google Optimize to enable hypothesis validation and a/b testing to increase online conversion rates of subscriptions and book purchases. > Designated marketing product lead, gathering and refining marketing platform requirements for the business wide ESP and IDAM solutions, prioritising backlog items and liaising with the SCRUM team.> Defined the paid search strategy for events marketing and successfully sourced and onboarded an agency partner to drive the push for increased online delegate numbers across multiple platforms. > Worked across departments to define measurement plans and closed loop reporting; aggregating key metrics from multiple data sources and visualising reports in Tableau and GDS for day to day use> Collaborated with SEO agency partner to successfully migrate the publishing sites from Ektron CMS to WordPress with minimal short-term traffic loss and excellent long-term traffic growth prospects.

Achievements included:> Planning and execution of a new paywall strategy leading to an uplift in online subscriptions and over 100% increase in organic traffic > Implementation of a persistent user ID feature to allow tracking of user behaviours at the account-level allowing for the introduction of lead scoring techniques; creating new sales and marketing opportunities> Implemented and oversaw the first iteration of a successful paid advertising programme for the events business driving an average ROI of 400% across multiple platforms> Introduced analytics reporting methodology across departments, standardising the reporting metrics for editorial, R & A and marketing departments> Hosted and led tailored CPC and analytics workshops to educate key senior stakeholders on site KPIs and help them define success metrics.> Identified pain points of previous website platform and gathered cross-departmental requirements for the new platform, creating the foundation of the digital transformation roadmap.

Mirabelle Communications is a boutique advertising and marketing services agency which delivers integrated solutions, strategy and execution to a range of industries including fashion and tourism. Achievements included:> Bought TV advertising spots and secured sponsorship deals on major networks in the UK and Ireland for fashion and tourism brands. > Worked closely with designers and developers to overhaul the UX of several e-commerce websites and ultimately increase sales. > Single-handedly booked, managed and optimised a £100k+ fully integrated digital and cross-platform marketing campaign for a luxury tourist board > Worked closely with designers on numerous campaigns to develop concepts, create marketing assets and design creative for international campaigns> Designed and executed TV advert for the Top Gear Festival in Barbados which included sourcing the video, working with editors, recording VO and ultimately executing the campaign across VOD in the UK. > Wrote website and PR copy for numerous travel brands including press releases, blogs, marketing material and email announcements> Developed extensive knowledge of TV advertising ratings and audience evaluation systems