Phil West Email & Phone Number

Todmorden, Gb

Manchester, England, United Kingdom

Marketing planning lead supporting the transition and implementation of the new Co-op Insurance Services Limited team.• Delivered quarterly and annual marketing plans including alternative scenarios• Marketing lead into Finance department• Produced a Covid-19 marketing plan• Implemented monthly reforecasting process• Management of the allocation of c.£10M annual marketing costs across the team• Built marketing performance dashboard to manage KPIs – response, conversion, quotes, sales, CPA• Produced weekly pre-trading meeting inputs• Recommended actions from trading performance• Scenario planned sales variances and gap analyses• Delivered plans into the contact centre and to the partners to facilitate resource planning• Monthly marketing performance reporting including separate performance packs to partners

Manchester, United Kingdom

Delivering actionable insight to the general insurance business of brand tracking, competitor insight, market trends and market intelligence. Leading all research for customer and colleague needs, business performance, new product development, propositions and creative direction aligned to risk appetite.Key achievements:Delivering qual and quant research to shape the development of new products and propositionsProvided market insight, brand tracking, and performance analysis to shape new businessLed third party agency in delivering marketing optimisation including MMMManaged digital media planning, scheduling, budgeting and reporting to cover a resource gap• Monitoring and reporting of marketing and digital performance to the business• Budget management for the marketing and digital teams into Finance• Representing Marketing at weekly Trading meetings• Management, RCA and reporting of Marketing complaints• Identifying performance gaps and undertaking in-depth analysis to explain variances and trends

Manchester, United Kingdom

Responsible for the planning of General Insurance (Car and Home) marketing activity; previously Credit Cards and MembershipKey achievements:Introduced a structured mailing plan to improve the direct mail process of c.1m contacts per monthChampioned the improvement of the finance and accrual processManaged a team of interns from Manchester Business School to deliver a new marketing reporting toolDeveloped the first GI retention programmeWon a marketing award for customer satisfaction in managing the resolution of customer complaints from field-based credit card marketing activity• Planned and ensured the effective delivery of £17.5m annual marketing spend• Strict management of media agency, online marketing agencies, external data supplier and co-ordination of the campaign delivery teams to ensure delivery of the business targets through a mix of Direct Mail, Online Marketing, DRTV, Press, Directories and Booklets

Manchester, United Kingdom

Responsible for the loans marketing planKey achievements:Created Banking Services Incentive resulting in an uplift of total loan balances of 22%Refreshed and re-launched Mortgage customer magazine, halving design and print costsImplemented new process for accurate MI reporting to eliminate a data integrity issue• Responsible for campaign management through planning and implementation• Delivered strong creative media across DM, POS, inserts and customer magazines• Achieving results through strict agency management• Analysed current activity to ensure successful campaigns become BAU • Rationalised unsuccessful activity to re-invest in new test activity

Manchester, United Kingdom

Responsible for selections and analysis of marketing campaignsKey achievements:Implemented new reporting with automatic refresh of data, greatly reducing the time taken to produce and eliminating errorsProduced contact lists and reported on a variety of financial services products for both Bank & Insurance, covering GI, Financial Advisers, Protection products and research samples

Manchester, United Kingdom

Responsible for creative marketing and delivering results through direct mail activityKey achievements:Introduced House of Stirling’s first customer retention programmeFormed a solid direct mail strategy achieving 42% increase in AOVCreated the first end-to-end design of a catalogue sales insert• Implemented settled customer letter, achieving 25% response rate• Managed £500k marketing spend; delivered within budget each year• Delivered business implementable sales reporting and analysis via SQL• Responsible for the creative design of all marketing publications and design agency briefing• Implemented branded catalogue road show launches to field based staff• Introduced high impact internal communications via SMS and email

Manchester, United Kingdom

Responsible for marketing, merchandising, new product development and the field sales team support function to 400+ sales managersKey achievements:Created a new publication and worked on new product development with third party suppliers assisting an increase in turnover of £10m to £40m to become 3rd largest title in the groupNegotiated a £140k reduction in annual company car fleet spend• Created a new publication in 2002 which delivered £2.8m sales increasing to £4.8m in 2003• Developed, implemented and communicated the contact strategy and marketing plan• Delivered marketing plan and support materials to 400+ field-based sales team• Design & development of analysis of sales performance for MD• Expanded House of Stirling’s brand by launching fitted carpet business to annual sales of £500k• Design of all publications, initiatives, direct mailings, doordrops and promotional material• Art Directed photo shoots for unique publications• Championed smooth running of direct despatch customer orders introducing helpdesk function• Overhauled warehouse fulfilment services to guarantee deliveries to customers under 10 days• Management of company car fleet (400+ vehicles) and progression to outsourcing• Managed the migration of House Of Stirling's Business Support Centre to new headquarters

Manchester, United Kingdom

Created a new team within the House of Stirling office, responsible for marketing, merchandising and asset managementKey achievements:Implemented a new stationery ordering process, which reduced costs on pre-printed stationery by 30%, whilst at the same time reducing fixed and staff costs by £40k annually• Created central point of contact for customer care• Outsourced office supplies and implemented area cost centres for accurate cost control• Streamlined stationery ordering process• Asset managed growing company car fleet and hand held terminal equipment

Certificate In Management

Education record