Client Director

• Aug 2021 - Present

Engagement Manager

• Jul 2019 - Aug 2021

Delivered significant value for leading organisations and their consumers by heading teams of consultants and analysts in developing growth strategies and designing innovative consumer propositions.• STRATEGY & INNOVATION – Led client engagements for global organisations in Media, CPG and Financial Services, from initial scoping to end-to-end team and deliverable management. Recent engagements involved developing a global Direct-to-Consumer strategy for a global CPG organisation, transforming consumer care into a growth driver and market differentiator for a CPG organisation and developing new membership propositions for an international publisher• PROPOSITION DESIGN – Designed new Direct-to Consumer and membership propositions for various global organisations in Media, CPG and Financial Services• TEAM & CLIENT MANAGEMENT – Managed teams of consultants and analysts during end-to-end client deliverables and super-charged the personal development of consultants within the organisation• BUSINESS DEVELOPMENT – Contributed to business development through consultative selling across different sectorsAbout Manifesto:At Manifesto we are passionate about helping organisations unlock growth through new ventures, new products and propositions. We work with leadership teams to bring a customer & technology perspective on the challenge to find innovative, compelling and creative solutions that your organisation can deliver quickly and consistently, driving and delivering employee excitement, consumer engagement and ultimately business growth.Manifesto has been recognised for excellence in Innovation, Growth & New Business Model in 2019 & 2020 by the Financial Times ‘Leading Management Consultancies’ list.

Senior Strategy Manager

• Nov 2017 - Jul 2019

Responsible for setting the strategy and making Sky the most customer centric media company in Europe, delivering revenue growth and record low churn • STRATEGY – Delivered Sky’s Customer strategy from conception to implementation, designed to shift towards a customer-oriented mindset to drive value from the customer base. This resulted in the acceleration of Sky’s first loyalty program, the overhaul of customer communications and the creation of a customer base management practice to identify what the best action is to drive value for each customer at any given time• INTELLIGENCE – Leveraged AI and ML to build advanced analytical solutions to understand customers’ needs and trigger timely responses• CUSTOMER LIFETIME VALUE – Led the development of the Customer Lifetime Value (CLV) metric to optimise net contribution from new and existing customers. Showcased CLV across the organisation engaging with C-level execs to build excitement around the new metric• PLANNING – Supported budget process by assessing risks and opportunities and forecasting impact of all commercial activities on customer churn • PROJECT MANAGEMENT – Managed and oversaw the delivery of new customer initiatives across Sky

Senior Commercial Manager

• Jun 2016 - Nov 2017

Led a team of highly skilled analysts to set Sky’s B2B Commercial Strategy and deliver year-on-year revenue growth• STRATEGY – Set and implemented the Sky B2B acquisition and retention strategy. Delivered year on year revenue growth through restructuring of the sales team, delivery of new commercial initiatives and development of new analytical capabilities•ANALYSIS & REPORTING – Provided actionable insights to identify risks and opportunities and implemented initiatives to generate incremental revenue • PLANNING – Supported the Finance team with budget preparation and quarterly planning• TEAM MANAGEMENT – Managed and developed a team of 4 analysts through clear vision and objectives

Shorthaul Strategy Lead

• Feb 2014 - Jun 2016

As part of the Shorthaul team I am responsible for UK and Europe routes. I influence BA’s strategy and aspirations via commercial decisions and Shorthaul network development:- Drive BA's profitability with new routes and major schedule changes- Influence BA long term strategy for the UK & Europe region- Responsible for seasonal planning and aircraft deployment decisions- Look after profitability and optimisation of Europe and UK routes- Maintain BA leading position on the market via competitor and commercial analysis, economic modelling and innovation

Commercial Analyst

• Nov 2012 - Feb 2014

Analyst in the commercial department, in charge of driving BA performance through complex analysis and innovative thinking- Identified risks and potential opportunities through competitive analysis- Created a corporate segmentation model designed to understand their performance and drive greater value from corporate customers- Designed and optimised deals with travel agents and Travel Management Companies (TMCs)- Analysed BA Shorthaul performance, both revenue and volume, to provide recommendations to senior management and drive incremental revenue- Employed extensive excel, VBA, and SAS to create modelling and reporting tools in order to automate and streamline processes.Awarded ‘Super Analyst’ Award for contribution to Commercial Performance and British AirwaysDesigned and delivered training to BA’s Analyst Community on SAS modelling, SAS Macro, SQL and VBASubject matter expert within the analyst community on statistical analysis and econometrics

Market Research and Forecasts Analyst

• Apr 2012 - Oct 2012

Discrete choice modelling applied to airline network development:Developed a more efficient and accurate model to analyse consumers’ behaviour during thedecision process and determine the impacts on airlines’ networks. Discrete choice modelling applied to airline network development:Developed a more efficient and accurate model to analyse consumers’ behaviour during thedecision process and determine the impacts on airlines’ networks.