Peter D. Email & Phone Number

London Area, United Kingdom

London, England, United Kingdom

London, United Kingdom

Acted as the analytics lead for the Life & Health, and Savings & Retirement (Wealth) direct trading teams, assuming primary responsibility for implementing our data capability into commercial activity. • Provided the senior leadership team with strategic propositional and marketing recommendations for specific audiences, combining digital and customer-level data• Acted as the Team Lead covering a period of 9 months in 2020-21, assuming managerial responsibilities across a team of 5• Acted as the ‘go-to’ consultant for senior stakeholders across the Aviva Life business to identify, scope and implement data-led commercial activity. Successfully built relationships across the business to develop a working understanding across a range of areas, including Trading, Underwriting, Actuarial, Marketing and Propositions• Identified profitable opportunities for marketing through advanced campaign analysis and channel attribution modelling• Utilised data-science capability to interrogate the Aviva customer database and identify new customer segments. Productionised outputs through the Adobe Experience Cloud • Implemented personalisation capabilities using algorithmic models (ADA) to predict customer-level behaviour. Embedded outputs into digital campaigns and user experiences • Championed a customer-first view of performance using NPS, session-playback and Voice of Customer analysis. Evangelised the Aviva Customer Charter across stakeholder groups • Supported the digital experience roadmap, providing tagging requirements, regular dashboards and deep-dive analyses using the Adobe Analytics stack and Data Science studio• Provided deep-dive analyses to identify conversion improvements, content effectiveness, site errors and site feature usage

London, United Kingdom

Created and led the digital optimisation function from scratch, recruiting and managing a team of three. Delivered 60+ optimisation campaigns worth £4.1m profit over 24 months. • Developed and owned the digital optimisation strategy through audience personalisation, ABn Testing and deep-dive analyses • Built and led the Optimisation function over a period of five years from a minor remit of the Analytics function to a central role within the E-Commerce division. • Completed a full RFP for a new AB Testing platform in January 2015. Successfully completed a business case for a chosen supplier from a shortlist of five. Oversaw the implementation and on-boarding of the chosen solution which ran on-time and under budget.• Collaborated effectively with stakeholder groups across the division, including UX, CX, Trading, Marketing and Development to create a hypothesis-driven testing calendar and roadmap.• Provided a detailed analysis on each activity before, during and after campaigns. Assessed the impact of tests against KPI’s.

London, United Kingdom

• Recruited as the second member of a two-person analytics team in June 2012. Successfully designed and produced daily & weekly reporting dashboards for the divisional trading and digital marketing functions, comprising between 20-30 reports. • Assisted the co-ordination of the Site Catalyst / Omniture implementation to ensure data was collected accurately and reliably across all digital platforms, including domestic and international desktop sites, mobile sites, mobile apps and in-store Kiosks. • Utilised the Adobe Analytics suite to produce deep-dive analyses for use throughout the business. Supplemented analysis with data from external sources such as IMRG, Experian Hitwise and Adobe Consultancy where applicable. • Supported decisions across Trading, Marketing and Operational teams. Provided strategic recommendations immediately to Director level.• Developed real-time analytics dashboards for significant marketing events, including Black Friday and Xmas Trading

Manchester, United Kingdom

* Utilised Teradata CRM and SQL data-mining packages to segment and extract appropriate customers for contact from the JD Williams customer database;- Oversaw mailings of up to 1.2m, exploiting multiple levels of segmentation and activity modelling to ensure optimum selection.- Incorporated multi-level testing on a frequent basis, providing valuable insight for future activities.* Analysed and interpreted multiple sets of data from previous campaigns to guide segmentation and ensure profitability; - Utilised Business Objects, Teradata SQL Assistant and Microsoft Office packages to evaluate findings and guide recommendations. - Liaised with various brand managers and presented recommendations for alternate segmentation strategies where necessary. - Liaised with Customer Insight and Value Planning teams to identify trends and opportunities from both internal and external sources (e.g. ABACUS, FashionTrack etc)* Owned and managed ad-hoc projects as part of wider Marketing Services objectives;- Successfully coordinated the ‘Buy Now Pay Later’ credit-marketing initiative from AW10-SS12.- Oversaw the automation of two time-critical mailings using the existing IT infrastructure. Allowed 8 man-hours to be saved per month, and provided a quicker turnaround time for contact.- Managed the Customer Statement activity from AW09-SS12.

ProspectSoft is a rapidly growing vendor of CRM software, targeting the SME B2B market. As a member of the marketing team working across two distribution channels, this role involved heavily aspects of direct marketing, E-commerce and data analysis, reporting directly to the Managing Director.Key responsibilities included:- To project manage the company website and increase presence online- To co-ordinate and implement quarterly direct-channel campaigns- To prepare in-depth quarterly reports on campaign performance and present to senior management.