Leading teams of Data Engineers, Analytics Engineers & Analysts to support decision making across all areas of Dext.

Led a complete root & branch refactor of a dbt implementation that had grown overly complex; as the org acquired 2 new businesses each with different app db structures.Drove the consolidation of disparate Marketing data sources into a centralised Marketing attribution model; enabling customer level attribution across both offline & online data sources, with a range of attribution frameworks to accurately reflect channel strengths/weaknesses.Scaled the Growth Analytics function from 1 -> 5 direct reports; hiring & coaching specialists in Tracking; A|B testing & Marketing Analytics.

Completely re-architected the entire Org's approach to Product Analytics; creating a scalable Tracking Framework - which enable a 'self-serve first' approach to Feature/Behavioural analytics. Partnering closely with Engineering leads to refactor a legacy Segment event implementation & re-invigorating the use of Mixpanel as a Product led Analytics tool.Developed the org's first Product revenue attribution framework; enabling transaction level ARR/MRR attribution to each of Dext's constituent product lines and robust R&D investment decisions.Introduced a data-driven approach to determining behavioural 'Aha! moments' in the Product; utilising ML Classifiers (XGboost) on Trial Conversion.

I delivered several key projects in this space, enabling Product teams to attribute core Product & Design KPIs towards up to 30% improvements in customer churn, helping to drive significant investment into this area. Championed the transition of analytics function away from SAS and towards open source tools like Python/GitHub. Specific responsibilities and key achievements:• Owning and championing the usage of ‘Product data’ across the Data Intelligence function in NOW TV.• Partnering with our Digital implementation & Developer teams to ensure that key customer journeys across our Web/Mobile/TV/etc. apps are tagged and tracked with the appropriate metadata, to enable accurate analysis.• Delivering analysis on key product changes, such as the introduction of new content/journeys to assess the impact on end user KPIs. Key example was the assessment of introducing a globally renowned competitor’s app to our streaming devices – which drove a 5% churn reduction amongst users and attribution of a 15% uplift in device sales (10% uplift in NOW TV accounts) as a result.• Championing and delivering a major Product project to understand which parts of the NOW TV app are responsible for the key ‘Customer Successes’ (Playing out Content/Initiating downloads etc.) – which led to critical learning that 70% of Customer Plays were initiated within the first page of our App, and that 70% of customers end their visit if they don’t find a piece of streaming content in the first 2 minutes.• Delivered a ‘Product Engagement’ project enabling the linking of key product metrics (% Logging in, Successful app visits, Time to First Play etc.) to financial metrics – identifying that customers who experienced a visit which didn’t involve a successful playout were 30% more likely to close their account in the same week• Synthesising key Product Insights and available data sources into a deck to share with the Group Chief Product Officer, to influence core direction of Product investment.

• Delivered ‘business first’ quantifiable churn and Xsell benefits against Pre-Roll Promo Video activity, enabling Editorial stakeholders to attribute £14m in revenue to their activity, and justify increased investment into the area.• Built an engaging visualisation of Promo campaign performance, by campaign in Tableau allowing the team to scale up their test & learn activity and quantify the benefit of each individual campaign for performance.• Performed deep dive analysis into offer users to identify ‘bill shock’ churn behaviour; quantify its impact on churn and advise on mitigation test and learn activity; recommendations resulted in 15% churn reduction in Test & Learn.• Performed deep dive analysis to understand new customer behaviour and trigger points for churn, identifying that 25% of all new customer churn came from just 5% of customers with a clear behavioural trigger. • Developed propensity models, using logistic regression techniques to target customers with a new Product launch, aiming to mitigate potential churn and maximise conversion, based on both attitudinal and behavioural data. Model targeting exceeded 200% conversion uplift vs. rule-based targeting.• Developed business first visualisations of web-analytics data sourced from Adobe Analytics, to enable Product teams in understanding how customers use the NOW TV app; how behaviour differs across the devices used and how Churn and Engagement are impacted.• Automation of Test & Learn campaign analytics using SAS, reducing timelines of regular asks from 2 weeks to 2-3 days, significantly increasing the team’s ability to move towards strategic analytics questions rather than tactical asks.• Provided consultative support to stakeholders developing marketing/comms activity to capitalise upon Insight gleaned.

Specific responsibilities and key achievements:• Built a CRM Dashboard showing incremental conversion, value added & ROI for all Outbound campaigns identifying £1m in annual incremental sales value• Developed the methodology & dashboard to measure the success of British Gas’s loyalty reward programme• Managed the offshore team in Noida, India to support on BAU analysis projects• Performed Ad-Hoc analysis into individual campaigns and making recommendations to improve them• Built the first Email engagement segmentation, making test and learn recommendations which improved open rates by 80%, and sales rate amongst low engaged customers by 30%• Saved £40,000 annually by bringing Email reporting in house. I owned an Email Insight QBR sharing required KPIs, and adding value with insight on sales ROI and differentiating consumer demographics• Performed analysis to identify the lifetime value of marketing consent opt outs• Performed Market Research analysis, i.e. SMS surveys, to measure the effectiveness of customer journeys off the back of Marketing campaigns• I built a significance testing tool to enable the CRM team to identify required targeting volumes to generate significant results across their campaigns, and expected confidence intervals• Built a monthly dashboard report to supply the CRM team with targetable customer volumes, by product holding/lifecycle stage/channel availability• Performed Contact Strategy analysis on our activity across 2015/16, identifying several optimisation opportunities including halving of the required CRM contention period, and lifecycle stages with naturally high sales uplift• Built models through SAS EG to identify segmented groups of customers to target, in CRM activity. Delivering regression analysis in SAS, on the impact of marketing communications influencing customer behaviour across different customer profiles

Final placement on the Insight Grad program - key expectations in the role included business partnering with internal stakeholders and external research agencies to deliver several market research projects and inform business strategy.Specific responsibilities and key achievements:• Owning the regular insight delivery of the Customer Voice programme, successfully growing its reach across the business.• Partnering with internal stakeholders to comprehensively gather market research requirements and build clear project briefs.• Partnering with external agencies to gather proposed approaches in research projects and managing the delivery of effective and timely insight.• Managing the application of new and existing insight with internal stakeholders in strategy decisions.• Delivered customer closeness events to support the BGRS leadership team strategy development and digital services 2016 strategy plan. • Lead several market research projects, including a business critical project sizing the opportunity of a new market for British Gas, which formed the basis of a key new business venture.• Consulting on growth strategy sessions representing the customer perspective, leveraging previous research and customer knowledge.

As part of a team of Value analysts I leveraged a variety of database analytics tools, including SQL, SAS EG and Excel, in delivering insights on customer value drivers, enterprise-wide value movements and potential customer value.Specific responsibilities and key achievements:• Supporting commercial finance in understanding customer demographics and value behind products put into market, effectively driving changes in business assumptions to improve accuracy in product ROI predictions.• Management of an offshore analytical team in regular delivery of tariff value reporting.• Delivered a channel survival analysis project, exploring long term customer behaviour by entry channel – key outcomes included influencing channel investment decisions and advising channel campaign activity.• Delivered a brand analysis project to understand customer demographics and value differences between enterprise energy brands, key outcomes including driving new strategic activity to improve customer value.• In the absence of the Head of Value position, I delivered and presented key customer base value reports for the Insight and Data Director.

As part of a co-ordinated team of campaign managers I used CRM applications to deliver end-to-end direct marketing campaigns, targeted at both existing customers and prospects. I also undertook a secondment in the Campaign Effectiveness team, performing analysis into regular and ad hoc campaign activity using SQL.Key responsibilities and achievements included:• Ownership of core BAU retention & acquisition outbound campaigns - doubled available customer contact opportunity.• Delivery of multiple test & learn campaigns, including multistep & multichannel activity.• Identifying and driving campaign process rationalisations – reduced system resource requirements by 75% • Performing post-campaign analysis using SQL, and presenting insights and recommendations to senior stakeholders.• Delivery of a weekly activity report using campaign metadata to streamline campaign activity and identifying growth opportunities.• Delivered contact strategy analysis on all of British Gas's direct marketing communications across 2013, presenting results back to senior stakeholders and making business change recommendations to optimise conversion/opt out rates.