Experience

Wood for Trees

• United Kingdom
• IT Services and IT Consulting
• 1 - 100 Employee

• Consultant Analyst

  • Apr 2017 - Present

  -Managing a team of talented analysts, guiding, and delivering data analysis and insight mainly forcharity fundraising activities. Aiding the analysts' development, providing regular feedback, andcontextualising analysis requirements to ensure the appropriate methodologies are used, with theanalysis aims met. Company award for Team Management in 2019.-Maintaining relationships with key staff at Charity clients, setting and manging expectations, ondeliverables and timings. Agreeing or challenging client objectives to ensure delivery that meetsspecifications and budget. Strong relationships across a number of charities, developing a propensitymodel program from infancy in 2017 to 25 propensity models across 6 countries in 2022, with furthermodels planned as a result of success in some countries.-Providing analysis and insight for domestic and international charities, using a variety of tools, includingSQL, SSDT, R, Tableau, PowerBI and Excel VBA. -Managing, scoping, and building data warehousesto facilitate analysis including Data Audits and Charity Marketing Program reviews. Managing andscoping the development of data models, to allow charities to query Lifetime Value for their supporters,including bespoke Forecasting Tools to provide an outlook on Fundraising programs. This has led torepeat analysis business, and in some cases retainer arrangements for clients.-Advising charity clients on suitable data strategies, identifying potential solutions for their fundraisingambitions. Managing, scoping, and building of Marketing segmentation to facilitate targeting offundraising prospects, and to give better understanding of the charity supporter database. Providingcharity clients with recommendations for allocation of fundraising budgets. Identifying areas forimprovement in fundraising programs and providing recommendations for future actions. For someclients, this has resulted in a new set of campaign selection criteria with success as planned.



Sun Life Direct

• Research Manager

  • Jun 2009 - Sep 2016

  Responsible for Continuous Research Program, Customer Panel, and adhoc research covering Product and Proposition, Communications, Marketing Development and Competitor Analysis. Provided the research strategy and managed projects that facilitated the Sunlife brand relaunch, and the launch of ISA and Term insurance products. Key focus on TCF post product sales.

• Business Analysis Manager

  • Sep 2006 - Jun 2009

  • Responsible for managing a team of Direct Marketing MI analysts. The role included driving selections for successful Cold List and Door drop campaigns, campaign test design, running trading meetings to facilitate campaign forecasting. Presenting Knowledge Management awareness sessions to staff and external visitors. Moved to the Customer Research team following my research undertaken in my MA dissertation.Previous posts:• Modelling Manager. Responsible for managing two technical staff in the development and deployment of marketing propensity models, and providing analysis solutions to improve targeting and profitability. Managed the Strategic development of a Door Drop Propensity model which identified the most profitable postal sectors, returning response rates higher than previously experienced.• Knowledge Management Consultant. Responsible for providing a data analysis and modelling service with AXA Corporate Partners, to facilitate affiliate marketing programs. Successfully launched a propensity model for a large Building Society. Developed analysis tools to facilitate the assessment of marketing plans for potential corporate partners, to select the optimum opportunities. • Data Modeller. Reporting to the Modelling Manager. • Data Analyst, Pricing Team. Provided MI for the AXA Pricing team.