Progressed from starting as the Company’s first analytical resource to developing a Customer Insight team pivotal to strong Business growth in recent years. Delivered a valuable mix of analytics, BI, reporting and commercial/marketing insights for sports fan engagement programmes across Racing, Football, Cricket, Rugby, Rugby League and Golf – with members delivering up to 40% higher spend and purchase frequency and programme ROI up to £26 for every £1 invested. Managed the recruitment and development of 5 Analysts and Senior Analysts within the team. Lead role in establishing and developing data-driven partnerships with bookmakers including bet365, Betfair, Coral and Betfred, with total member turnover of £1.4bn p.a. – delivering 32% uplift in Retained active bettors and a year-on-year increase in Reactivations of 24%. Developed a suite of Tableau dashboards used daily across the Business, including the creation and monitoring of key metrics aligned to Business strategy. Created several Customer segmentation and propensity models that have driven 25% uplift in member engagement. Advanced knowledge of SQL, Tableau, SAS, Excel and Email marketing platforms incl. Emarsys and Exact Target. Worked closely with the Company directors and Marketing, Finance, IT and Customer Service teams to ensure availability and accuracy of data and empower them to add more value.

Black Sun | Mar 2004 - Dec 2013

Head of Data Insight

Accounts: Virgin Group, British Airways, Barclays Premier, Opodo, Bluewater, Vertu, Dunhill Set up and established the Data Insight division, delivering data analytics and insight to key clients. Managed the recruitment, training and development needs of the Data and Customer Insight team. Core responsibilities included overseeing day-to-day project delivery in analytics and digital marketing data, senior client liaison, providing strategic customer insight, managing costs and budgets, growing revenue, and contributing to new business pitches. Expertise in SAS, SQL, Excel, a variety of email marketing, social media and web analytics tools, analytical software for predictive modelling (Angoss), address data cleansing and geographic mapping. I won and developed several clients into the company’s largest income accounts. This included working across the Virgin Group to deliver their first ever single customer view and led to unprecedented levels of collaboration between the participating companies and the formation of a new company, Virgin Insight, to capitalise on the opportunities this presented. I worked extensively with Virgin Insight and the individual companies, including Virgin Media, Atlantic, Money, Trains, Active, Holidays and Games delivering numerous analytical projects including customer profiling, geographical analysis, analysing customer journeys and developing cross-sell models for the Group. This included the development and implementation of product and retention/churn models for Virgin Money, analysis of transactional journey data for Virgin Trains, and a segmentation for Virgin Active based on member visit patterns. My work for British Airways included the development and roll out of a customer segmentation model, and delivery and evaluation of an extensive CRM programme with significant increases in campaign response rates, cost savings of 6% and increasing the value of BA’s leisure customer base by 20% p.a.

Clemenger BBDO | Aug 2003 - Nov 2003

Senior Analyst

3-month contract with ProximityID during year out travelling (Feb 2003 – Feb 2004) Responsibility for all analytical requirements on the high-profile Telstra account. Projects included an analysis of customer calling patterns and assessing significant changes in customer behaviour. The work also involved data manipulation, model building, database maintenance and campaign reporting.

Proximity London | Apr 1997 - Jan 2003

Analyst -> Senior Analyst -> Analysis Manager

Accounts: O2, Barclaycard, Shell, Volkswagen, Sainsburys, Alliance & Leicester A broad range of experience in data analytics, including the development of prospect recruitment and retention models, customer data management, campaign evaluation, statistical analysis, and customer profiling. Gained in the financial services, telecommunications, automotive and retail sectors. Over 3 years of managerial experience on the O2 account, with responsibility for a team of analysts. Key projects were the development of a customer segmentation that led to a doubling of campaign response rates, value model construction, targeting models resulting in a 50% reduction in churn, and campaign management and evaluation of the Nursery and Loyalty programmes.

Office for National Statistics | Sep 1995 - Apr 1997

Statistical Analyst

Graduate position providing analysis support for provision of key Government indicators and statistical publications.

My Education

Take a look at my formal education

MSc. Statistics & Operational Research University of Essex | 1995

Banking & Finance Loughborough University | 1994

About Me

Experienced in Customer Insight, Commercial Analytics and Business Intelligence, working across sectors agency-side and in the sports, betting and gaming industries

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