Tom Mansfield Email & Phone Number

London, England, Gb

AXA restructured its business units and brought together all Retail products across Direct and Intermediated channels. I was asked to take on a broader role and promoted to the Data & Analytics Director. This role would also see me join the Executive Committee from 2021.I started the role by leading a Business Intelligence transformation programme to remove legacy reporting, take advantage of Cloud capabilities and move towards a new strategic reporting toolset, allowing AXA to reduce from 6 MI platforms down to 1.In order to ensure AXA could stay at the forefront of technical capability I was proud to launch the ATLAS Data Lab in 2022. Focused on solving real business problems using Advanced Analytics and Data Science, ATLAS has proved a strong asset for the business. Creating this capability internally has allowed AXA to run initiatives such as Generative AI to improve the customer experience with AXA. I recently launched a new Data & Analytics strategy which involved creating key additional capabilities in Data Governance & Management and Data Strategy & Culture to support my existing Data Engineering, Data Science and Data Insights capabilities. The vision is to embed a truly Data Insight Driven Business.

With the business looking to apply a data-driven approach to other areas of the business outside of Pricing, I was promoted to lead a new Customer Analytics team, initially reporting into the Customer & Marketing Director and latterly the Managing Director of AXA PL. Initially the remit here was to establish credible Digital Analytics and Customer Data to build insights and improve the Marketing and Customer teams performance. The MD wanted set the challenge of being able to measure the return on every £ spent on marketing and acquisition, which was achieved through building a multi attribution model - utilising a Recurrent Neural Network (RNN) - to attribute all spend to sales.With this new team's success, my responsibilities increased and I assumed the responsibility of the Digital Marketing budget (c.£1-2m pa), and was able to reduce spend by 33% with no reduction in sales .using a data driven approach.As this role developed I saw the opportunity to expand my remit and create a new Data Science team. This allowed us to further build out out our cloud data capabilities and further support Customer Propositions by modelling and predicting customer behaviour with the goal of increasing value from every customer interaction.

AXA absorbed the Swiftcover brand fully by launching a new AXA Personal Lines business unit. This gave me the opportunity to experience working as part of an established, global organisation.As the pricing teams grew I was promoted to the Senior Market Pricing Manager with responsibility for setting the price which went to the customer. Utilising my Price Optimisation experience as well as close conversion modelling and monitoring allowed me to manage a team to recommend price changes for the motor products.

Cobham, Surrey

Once Swiftcover has launched an online only direct product under the AXA brand, the businesses began to operationally merge and Pricing activity was conducted across both the AXA and Swiftcover brands.Being promoted into a newly created team designed to launch Price Optimisation gave me my first taste of management of a small number of graduate pricing analysts. We were the first UK insurer to apply Optimisation on top of GLM Predictive Modelling in real-time.

Cobham, Surrey

Swiftcover Insurance - the first 100% digital insurer - was bought by AXA in 2007, however still had a start-up culture of growth and innovation when I joined in 2009. Starting my career as a Pricing Analyst in a team of just 6 staff, I was able to gain a broad experience of all aspects of Pricing. I also completed a useful secondment in Reserving. I was proud to introduce a GLM based approach to pricing as part of the launching a new online proposition under the AXA brand in 2010.

Bachelor Of Science (Bsc), Physics

Master Of Science (Msc), Management Science And Operational Research