Experience

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  AIT Analytics Inc

  • Ontario, Canada

  • Director, Data Science & Marketing Analytics

    • Jan 2002 - Present
    • Ontario, Canada

    Working in partnership with companies to support making better-informed decisions in the face of uncertainty. I have led a variety of projects from development to implementation and applications in marketing, finance, and supply chain in various establishments, including Beiersdorf, Unilever, Pfizer (UK), Southern Water (UK), Ministry of Justice (UK), and European Broadcasting Union.SPECIALTIESPredictive Analytics; Statistical Modelling; Mathematical Modelling and Optimisation; Advanced Econometrics. e-Commerce (b2b, b2c); Marketing Analytics; Decision and Risk Analysis; Process Modelling and Control; Demand & Financial Forecasting.Extensive experience in CPG; Pharma; media; Utilities; public sector. Sample long-term projects:𝐁𝐄𝐈𝐄𝐑𝐒𝐃𝐎𝐑𝐅 𝐔𝐊Cross-media Marketing Optimisation (2018-Present) measuring how marketing assets (on/off-line) influence each other in a campaign and subsequently affect performance over time - Sales Uplift and ROI. 𝐔𝐍𝐈𝐋𝐄𝐕𝐄𝐑 𝐔𝐊 & 𝐆𝐋𝐎𝐁𝐀𝐋❍ Marketing Investment Optimisation (2013-2019) Unilever eCommerce UK & Global - Developing, implementing and applying a framework to support building marketing strategies with a sustainable competitive advantage. This includes quantifying short-run and long-run dynamic impacts of promotional and marketing activities and measuring them against central objectives. ❍ Pattern Recognition (2007 – 2012) Unilever UK Brand Protection - Developing and supporting a ‘real-time’ solution method to detect likely grey trade, black market, and counterfeit goods in EPOS/Scanner data for multiple products/channels. ❍ Demand and Financial Forecasting (2002 – 2008) Unilever Global Finance and Supply Chain - Developing customised forecasting models for a vast range of scenarios using a mixture of quantitative and qualitative methods. Developing, a model for monitoring and managing forecasting processes to produce more reliable, consistent and transparent forecasts.

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  CIMA

  • UK

  • Course Director

    • 2001 - Apr 2014
    • UK

    Developing and delivering modules in business forecasting and related disciplines on Cima Master Courses.

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  Transeuropean Centre for Commerce and Finance

  • Forecasting Subject Specialist

    • 2000 - Apr 2014

    Providing training programs in forecasting on Professional courses.

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  University of Sunderland

  • United Kingdom

  • Senior Lecturer

    • 1987 - 2001
    • United Kingdom

    Leading, developing and delivering Mathematically based courses on undergraduate and postgraduate programs. Directing and supervising PhD research. Writing/editting Open Learning materials.

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  Teesside University

  • England, United Kingdom

  • Lecturer in Mathematics and Statistics

    • Sep 1985 - Jun 1987
    • England, United Kingdom

    Teaching Statistics and Mathematical Sciences on undergraduate courses in Mathematics, Computer Science and Education.