Experience

888spectate

• Ireland
• Gambling Facilities and Casinos
• 1 - 100 Employee

• Business Intelligence Manager

  • Apr 2019 - Present



BetBright

• Ireland
• Gambling Facilities and Casinos
• 1 - 100 Employee

• Business Intelligence Manager

  • Feb 2016 - Apr 2019

  As BI Manager I have grown to become a vital part of the BetBright management team; gaining experience, visibility, and impact across business functions and also dealing directly with investors. I conceived, hired, and currently manage the Data Insights team within BetBright. We support colleagues from across the business and help them make the right decisions in executing strategy. This is more than an academic exercise, I draw upon my experience in Paddy Power to go beyond standard reporting and provide clear actionable advice; building new processes; developing a test-and-learn culture; and ultimately encouraging decisions to be made based upon our specific data and the wider industry context. My role is to apply scientific rigour, business performance, customer insight, and competitive context to whatever the hot topic of the business is. In the last few years this approach has informed and built new strategies for Sportsbook, Casino, Acquisition, Retention, VIP, Trading, Customer Service as well as improving the overall standard of reporting. This starts with understanding our strengths, how customers engage, the impact of key decisions, and finishes with enhanced clarity in our roadmap, and defined strategy that can be explained and supported to all levels of the company. Specific examples include redefining our acquisition strategy in accordance to the ROI, retention, and desirability of the customers acquired; measuring engagement with our product differentiators to inform the next step on the roadmap; developing internal segmentations to allow us to define new early life and VIP programmes; defining success, targets, and key metrics for all areas of the business. Betting is a fast industry and no two days are the same. What is consistent however is our desire to understand our customers better than anyone and make sure we make the most informed decisions we can, fast. Show less



Paddy Power

• Ireland
• Entertainment Providers
• 700 & Above Employee

• • Sep 2015 - Feb 2016

  As part of the Management Intelligence team my role as Competitor Intel Strategy Manager was responsible for the collation, communication, and application of all sources of competitor intel, to develop insight that we can turn into action, driving the strategy of the business and improving the strength of our decision making. o Redefined the reporting and insight generated from competitor intel, delivering actionable recommendations to management.

• • Jan 2015 - Aug 2015

  This role focused on maximising customer value perception at optimal cost. The purpose of my team was to understand both the customer and the industry. This involved defining, measuring, and iterating our success definitions for our pricing and promotional strategy, benchmarking against competitors, defining share of wallet and through our analytical insight drive the business direction.Key questions included: What is value? How can we make sure our best customers get the best experience? How much would it cost to run our competitors' strategy? Project Klondike: Sportsbook Lead within the Offers stream. This work helped to define our ATL strategy for the 2015-16 season, engaging four times as many customers at an equivalent cost. Many initiatives that began in this project continue to run years after my departure.o Enhanced communication of customer value content on the Paddy Power Blog, Racing Post, Onsite, marketing communication, and part of an ATL campaign on RTÉ. Delivered a new standard of Daily Figures reporting for Sportsbook, providing context directly to all levels of management, developing different versions for varied levels of commercial sensitivity, enabling quick and accurately informed decisions to be made securely.Interviewed, hired, trained, and instructed the work for the Value Analyst position Show less

• • Jan 2014 - Jan 2015

  This position allowed me to focus on my analytical strengths and begin to define the strategic direction of the company through several key projects.Project Hurricane: This project aimed to establish the effect of price and offer strength on the customer choice of bookmaker • Collaborated and co-ordinated the project direction with Brand, Retail, Risk, CIT, Product, and Sportsbook personnel. Performed detailed analysis of customer betting behaviour to establish value perception drivers and their impact on betting behaviour.• My insight contributed to the inclusion of “Maximising Value Perception” as a Competitive Essential within the “Play Fast to Win” company strategy; and the Value Notification Product development.• Conceived, launched, and supervised the #PPValue campaign working with Marcomms, Content, Editorial, Social Media, PR, Risk, and Brand to enhance our communication of value to customers.Significant enhancements made to our business and competitor reporting structure, content, and distribution. • Restructure of Daily Figures to define YoY, forecast, and targets independent of currency fluctuations. Upgraded content, communication, and operational efficiency of this key management resource.• Delivered a system of Daily/Weekly/Monthly reporting of competitor offer and price activity, highlighting key strategic changes to management and driving change in our strategy through added insight. Delivering the right information to the right audience at the right time was vital in this project. Show less

• • Oct 2010 - Jan 2014

  This role gave me a strong understanding of the Betting Industry incorporating financial performance, business strategy, operational efficiency, and appreciation of the customer perspective.• Reporting business performance, built, maintained, and developed a framework for reporting performance against target/YoY across our primary focus areas. Mostly using Qlikview, Sharepoint, and Excel• Liaise with IT with regards to any issue and follow up with Openbet/ Web development to get any issue resolved. Communicate any issues to the wider business and give timelines of resolution.• Built and maintained a record of our promotional MBS spend, reporting on cost, estimating the “bad luck” factor, and building summaries for Budget/Forecast presentations to the Board. Also responsible for set up of offers for customer retention campaigns.• Pricing and set up of “Power Plays” enhanced price markets that drives turnover, first time bettors, uniques and social engagement. I optimised the procedure and doubled turnover YoY without negatively affecting margin. A deep-dive analysis defined Best Practice on these markets and continues to be used today.• Competitiveness Analysis: conceived, built, and designed a new framework of competitiveness reporting including pricing and offers across the primary sports for the business.• Escalation management – escalated bet queries from customer support. I also managed the relationship between Sportsbook and customer operations.• IBAS, or The Independent Betting Adjudication Service acts an impartial adjudicator on disputes that arise between betting operators and their customers after they been through the operators internal dispute procedures. I deal with these on a case-by-case basis, never failing to win a case!• Developed a knowledge base for the Sportsbook Operations team to assist with training of new members. Show less



Allied Logistics

• Warehouse Operative

  • Jun 2001 - Oct 2010

  Building and loading orders in a frozen food warehouse, ensuring high hygiene standards minimal errors. Trained in food safety and hygiene, manual handling, and fire safety. Building and loading orders in a frozen food warehouse, ensuring high hygiene standards minimal errors. Trained in food safety and hygiene, manual handling, and fire safety.



University College Cork

• Ireland
• Higher Education
• 700 & Above Employee

• • Sep 2004 - May 2010

  “Studies of Intra-Day Variable Sources”. o Researched, developed, and implemented analysis techniques for rapidly variable data.o Designed models to explain the observed behaviour.o Liaised with a group of international collaborators to develop the research project.o Presented results at several international conferences and published results in peer-reviewed journals.o Guided younger students in their research

• • Sep 2003 - Apr 2009

  Physics Tutor. (2005-2009) First-Year Grading Co-ordinator. (2006-2008)



Oxfam Fairtrade

• Sales Assistant

  • Dec 2005 - Sep 2009

  Responsible for operating the shop, customer service, balancing cash, display and merchandising. Also trained new staff in operation of the shop, cash registers etc. Promoted and raised awareness of Fair-trade & Oxfam at local events. Responsible for operating the shop, customer service, balancing cash, display and merchandising. Also trained new staff in operation of the shop, cash registers etc. Promoted and raised awareness of Fair-trade & Oxfam at local events.