Description
A chartered marketer with over 25 years of working in data and change environments predominantly in the financial services, FMCG and IT sectors. My key USP is using data to unlock key business questions and deliver real value to the P&L by working with teams internal and external gathering requirements & delivering operational excellence. Ability and skill set to provide creative, innovative, enthusiastic and forward-thinking leadership in a team environment. Focused on achieving continuous, improved business performance. Premium Credit April 2016 - February 2017 Analytics and Insight Manager (Moved to the United States) * Reporting to the Strategy and Marketing Director and managing a team of three people my key responsibility areas was to build a central and consistent approach to analysis and reporting to deliver double digit growth by generating actionable insights from the database and campaign results. * Implement a test and learn culture to continually improve campaign activity across multiple channels. * Maintaining adherence to data protection requirements with robust governance and approval processes to deliver flawless execution of marketing campaigns via robust data controls and compliance to the market/industry requirements. * Management and business owner of marketing campaign tools (Microsoft Dynamics 365). * Subject matter expert for customer data related projects, and shared learnings with the marketing and sales team via case studies and story boards. * Improve marketing effectiveness and efficiency champion best practice. HAVAS Helia February 2014 - July 2015 Global CRM and Business Performance Director for Unilever * Reporting to the VP Global Media Data & Analytics at Unilever and managing a team of two (Mumbai and Johannesburg), my key responsibility areas were:- * Build global people programmes based on data that drive brand growth and attributes. * Build the rollout strategy for implementation of repeatable models across agreed geographies. * Work with chosen global brands to build a data strategy into their central communication strategy. * Drive the data flow for Unilever by working with key partners to determine data licence opportunities. * Identify and gather data requirements of all data sources in markets and co-ordinate data storage into the Unilever People Data Hub, agreeing update frequencies, reporting and permission requirements * Identify best practice people programmes and determine scale potential * Create a blueprint for embedding a data strategy into Global Brand Communication strategies. * Develop mobile CRM programmes, leveraging the Mobile Roadmap. * Determine the opportunities to link data sets together across the business and with key third parties i.e. Brandtone, Mindshare, PHD & Initiative. * Work with Global Media Directors to identify how to leverage data across the global digital partnerships. * Champion the data needs for People data programmes within a CMCO cross function data team. * Work with Global Privacy team to determine the policies, procedures and processes for handing people data. Aegon (Transamerica) March - 2012 - December 2013 European Data Effectiveness Manager * Reporting to the CMO, my role was championing the effective use of customer data for marketing purposes across Aegon Europe with an overall objective to improve marketing profitability working with colleagues in Europe. * Work with all internal and external data sources to integrate all data into the Aegon data centre. * Ensure that customer data is used in a legally/regulatory compliant manner within marketing processes. * Analysing the effectiveness of current targeting in marketing campaigns to continually improve performance. * Collaborate with the US Analytics Services team to develop new modelling techniques. * Collaborate with local country marketing teams in planning the implementation of analytics (data driven marketing) in marketing campaigns. * Mentor local marketing teams in the importance and value of decision science in delivering their marketing objectives. * Manage the day to day relationship with third party outsourced data processors and ensuring they consistently delivers against SLA's. * Procuring any additional data appends/overlays where required to enhance targeting. * Inputting into the development of the ADMS strategy in relation to data driven marketing.
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