Experience

Formula E

• United Kingdom
• Spectator Sports
• 200 - 300 Employee

• VP Business Intelligence

  • Oct 2023 - Present

  London, England, United Kingdom

• Business Intelligence Director

  • Sep 2021 - Oct 2023

  London, England, United Kingdom - Heading up team of 10 insight and CRM professionals - Responsible for all reporting, research, data analytics projects and CRM across the business



Formula 1

• United Kingdom
• Broadcast Media Production and Distribution
• 700 & Above Employee

• Global Research and Analytics Director

  • Jun 2017 - Sep 2021

  -Head of award-winning team of 7 researchers & analysts whose objective was to provide insight to help improve the commercial performance and grow fandom for the sport • Responsible for $3m+ annual budget and for all research and data analytics for Formula One with the key objective of providing insight which helps the business increase commercial revenue • Winner of multiple industry awards including ‘Best in house research team’ and ‘Best Business Impact’ MRS awards, as well as regular… Show more -Head of award-winning team of 7 researchers & analysts whose objective was to provide insight to help improve the commercial performance and grow fandom for the sport • Responsible for $3m+ annual budget and for all research and data analytics for Formula One with the key objective of providing insight which helps the business increase commercial revenue • Winner of multiple industry awards including ‘Best in house research team’ and ‘Best Business Impact’ MRS awards, as well as regular speaker at sports, marketing and research industry conferences (such as CES tech, MIT Sloan, Esomar, Rise, MRG, MRS and MRMW events) • Set up and managed a number of market research studies which helped to shape the future strategies of the business across all commercial divisions. Key studies include Global Tracking and Audience Segmentation as well as race biometrics research and the F1 On-Ground Event Spectator Research programme • Responsible for the creation F1 Fan Voice – the award-winning F1 research community which had almost 100,000 members who had completed 700k+ surveys and 2.5m polls. The community helped to drive insight informed decisions across all areas of the business (such as sponsorship, TV, digital and the motorsport team whose role is to determine the rules and regulations of the sport) • Responsible for the reporting and delivery of all TV and digital performance data to the business • Responsible for analytics function whose role is to use existing and new datasets to improve marketing efficiency as well as improve commercial sales for the business (i.e. ticketing, merchandise etc) • Key point of contact in creation and strategic planning around new F1 CRM data to enable personalised and targeted commercial messages to key audiences Show less



Sky

• Head of Sports Content Insight

  • Apr 2014 - May 2017

  • Part of Sky’s Insight & Decision Science Content Leadership team, heading up team of Insight managers and sports analysts • Responsible for providing robust and actionable insight to the strategy, marketing, scheduling, digital and production teams with a focus on increasing subscriber numbers and audiences across all Sky Sports (also formally Sky News) channels • Sky Sports audience ‘expert’ with strong knowledge of BARB, VESPA (Sky’s viewer Panel) and TV ratings software (Techedge… Show more • Part of Sky’s Insight & Decision Science Content Leadership team, heading up team of Insight managers and sports analysts • Responsible for providing robust and actionable insight to the strategy, marketing, scheduling, digital and production teams with a focus on increasing subscriber numbers and audiences across all Sky Sports (also formally Sky News) channels • Sky Sports audience ‘expert’ with strong knowledge of BARB, VESPA (Sky’s viewer Panel) and TV ratings software (Techedge & Infosys), regularly using TV data to drive TV scheduling, Promo Strategy and wider channel decisions. Knowledge of digital audience systems (Omniture & Comscore) and Sky internal analytical systems, regularly using this data to understand ‘total consumption’ of key Sky Sports content • Responsible for regular Sky Sports audience reporting across all key platforms (TV, Sky Go, On Demand, Digital), designing and launching a number of self-serve data dashboards to ensure ‘business as usual’ data is easily accessible by staff across Sky in an easy to use format • Used a combination of audience/customer data (from BARB & Sky’s VESPA Panel) in combination with research from the Sky Sports Tracking study to produce key sports customer & viewing segments. These groups have enabled senior stakeholders to make strategic decisions • Regularly set up and manage regular ad hoc quantitative and qualitative research studies to support key business questions around Sky Sports’ linear and non linear offering. Key examples include research into the on air coverage, pricing, new propositions and channel talent. • Regularly working with and debriefing senior stakeholders (including the MD, Strategy Director and Head of Sports Marketing) on a range of business critical research studies which help to shape the channel on-air strategy and ensure the business spends its money more efficiently (including the renewal and acquisition of key sports rights such as the Premier League) Show less



BT

• Senior Research Manager BT Sport

  • Jul 2013 - Apr 2014

  Stratford, London Transferred to BT Sport from ESPN to head up brand new research function for the sports channel, responsible for developing quantitative & qualitative sports insight with the ultimate goal of driving channel/broadband subscriptions & increasing viewers to the channels • Worked with key senior stakeholders from the programming, production, rights, ad sales, marketing & PR teams to set up BARB reporting requirements and ensure that the channel’s performance is reported impartially across all… Show more Transferred to BT Sport from ESPN to head up brand new research function for the sports channel, responsible for developing quantitative & qualitative sports insight with the ultimate goal of driving channel/broadband subscriptions & increasing viewers to the channels • Worked with key senior stakeholders from the programming, production, rights, ad sales, marketing & PR teams to set up BARB reporting requirements and ensure that the channel’s performance is reported impartially across all areas of the business • Launched ‘BT Sport Research Centre’ – a self-serve tool which stored all BT Sport audience & custom research. This dashboard was used by stakeholders across the business and saved the team a significant amount of time doing regular requests • Assisted in key rights acquisition studies by providing insight from BARB and other custom research to understand which rights are most likely to drive viewers/subscribers to the channel. This insight was presented to the MD & CEO of BT and played a key role in the acquisition of the FA Cup and UEFA Champions League/Europa League • Developed a deep understanding of the ‘sports viewer/subscriber’ by launching the BT Sport brand tracker and segmentation study which enabled the marketing team to devise a robust strategy focusing in on the barriers & triggers to sports/broadband subscription • Launched the Online BT Sport Fan Forum. The panel was highly effective at driving strategic changes to the TV channel’s content (particularly around the launch of studio shows). It also helped BT Sport to devise a different brand positioning compared to Sky Sports and ESPN Show less



ESPN

• United States
• Broadcast Media Production and Distribution
• 700 & Above Employee

• Senior Research Manager ESPN EMEA

  • Jun 2010 - Jul 2013

  London, United Kingdom •Head of market researcher team, responsible for programming, brand, marketing , online, affiliate and advertising sales research across all of ESPN's TV and digital properties in the EMEA region •Managed research budget and devised quantitative/qualitative research strategy with the objective of growing subscribers and audience (and ultimately revenue) across all ESPN TV & Digital brands across the EMEA region. •Created and managed a UK and European wide brand tracker & sports fans… Show more •Head of market researcher team, responsible for programming, brand, marketing , online, affiliate and advertising sales research across all of ESPN's TV and digital properties in the EMEA region •Managed research budget and devised quantitative/qualitative research strategy with the objective of growing subscribers and audience (and ultimately revenue) across all ESPN TV & Digital brands across the EMEA region. •Created and managed a UK and European wide brand tracker & sports fans segmentation. The study has led to a change in strategic thinking within the business, ensuring that ESPN's marketing and programming teams effectively targets the most relevant audience segments •Devised on air promotions strategy (using data from key European people metres such as BARB) to help the programming team maximise its available airtime and increase its audiences across key ESPN properties. Also used audience data to help generate 'perfect schedule' for ESPN's channels based on over/under performing programmes. The above studies have helped ESPN see year on year season gains in the UK over the past 4 seasons •Key member of smaller 'rights' team which helps the business identify the correct sports rights strategy across its European business. Managed key rights research studies including the creation of an ESPN rights model which helped determine the market value of different sports properties and understand the potential audience/subscribers attributed to those rights. The above model was key part of renegotiation of SPL, Europa League and FA Cup deals •Good knowledge of online measurement tools such as Comscore and Omniture and have worked closely with the online team to maximise audience using mixture of measurement tools, usability testing and test and target (a/b testing) •Worked on a number of ad sales effectiveness research studies for key clients, helping to create a case study library for the business. Show less



Eurosport

• United Kingdom
• Broadcast Media Production and Distribution
• 700 & Above Employee

• Head of Research

  • Sep 2008 - Apr 2010

  London, United Kingdom •Head of UK Market Research department, managing team of three researchers. Responsible for providing research solutions for a range of internal stakeholders including the Pan-European Commercial Sales (TV & Online), Programming, Events and Business Development teams with the objective of increasing commercial revenue for Eurosport •Responsible for planning and spending UK research budget, ensuring that projects carried out meet the needs of all key internal stakeholders and help achieve… Show more •Head of UK Market Research department, managing team of three researchers. Responsible for providing research solutions for a range of internal stakeholders including the Pan-European Commercial Sales (TV & Online), Programming, Events and Business Development teams with the objective of increasing commercial revenue for Eurosport •Responsible for planning and spending UK research budget, ensuring that projects carried out meet the needs of all key internal stakeholders and help achieve commercial objective •Working on a number of quantitative and qualitative ad hoc projects across the Eurosport brand portfolio (TV, online, mobile and events) including Client Ad Effectiveness Studies, Strategic Brand Research, Category Insight and research around major sporting events •Responsible for briefing, commissioning and managing external suppliers and research agencies as well as being the key point of contact for the Eurosport Voice (Viewer Panel) which was launched in June 2009 and which now has over 6,000 viewers across Europe •Project manager on 'Power of Advertising during the Olympic Games' Research. As well as presenting this research to key clients, agencies and key internal stakeholders, I presented this research at the International Sports Management Conference in Lausanne in May 09. •Key point of contact on syndicated 'Business & Sport: Perfect Partners' research project, highlighting the importance of sport for businessmen consumers. Presented internally, externally to key clients/agencies and at the Sports & Social Responsibility Conference in May 2009. Extremely positive response to research - key factor in persuading both HSBC and Castrol to use the channel in 2010 Show less



Mirror Group Newspapers

• Senior Planner

  • Sep 2006 - Aug 2008

  London, United Kingdom Working in small team of seven advertising planners – directly responsible for management of two members of the team Working closely with all commercial teams across Mirror’s portfolio of online and offline brands. Providing advertising sales teams with valuable insight and sales arguments in order to help them increase commercial revenue Project manager on ‘Sports Associations’ research, used to encourage advertisers to sponsor the Mirror’s sporting properties, and which was pivotal… Show more Working in small team of seven advertising planners – directly responsible for management of two members of the team Working closely with all commercial teams across Mirror’s portfolio of online and offline brands. Providing advertising sales teams with valuable insight and sales arguments in order to help them increase commercial revenue Project manager on ‘Sports Associations’ research, used to encourage advertisers to sponsor the Mirror’s sporting properties, and which was pivotal in persuading both Setanta and AIG to sponsor Mirror Mania in 07/08 Project manager on Mirror Group Brand Segmentation project, of which the objective was to show that Mirror readers are different to typical popular newspaper readers. Excellent response from clients and a number of advertisers were persuaded to use the Mirror as a result, such as Hyundai, Honda and John Lewis Regularly choosing and commissioning quantitative and qualitative research agencies for a number of research projects Regularly presenting at external client and media agency presentations, as well as presenting at internal sales conferences Show less



News UK

• United Kingdom
• Online Audio and Video Media
• 700 & Above Employee

• Ad Planner

  • Jul 2005 - Sep 2006

  Worked closely with all commercial areas including display/classified advertising, digital, and Business Development in order to develop an armoury of insightful research to support the generation of commercial revenue for The Sun, News of the World and Love it! Supported advertising sales teams by providing valuable insight into News International brands. Information provided included presentations, media packs, up to date case studies and media information Managed in house… Show more Worked closely with all commercial areas including display/classified advertising, digital, and Business Development in order to develop an armoury of insightful research to support the generation of commercial revenue for The Sun, News of the World and Love it! Supported advertising sales teams by providing valuable insight into News International brands. Information provided included presentations, media packs, up to date case studies and media information Managed in house advertising research projects using Reader Panel, involved in all stages of the project from questionnaire design to final presentations Helped in development of Junior Ad Planner. Worked with him on a variety of projects with the objective of helping him develop strategic and research skills in new role Show less



Global

• United Kingdom
• Broadcast Media Production and Distribution
• 700 & Above Employee

• Research Executive

  • Oct 2003 - Jun 2005

  London •Member of small research team responsible for the research and information strategy for GWR and all its brands (Classic FM, The Mix Network, Planet Rock and Storm), encompassing advertising, programming, marketing, new product development and Segmentation research •Project manager for a range of scheduled and ad-hoc projects (both quantitative and qualitative) for both advertising and programming teams. Involved in all stages of projects including writing research proposals, sourcing… Show more •Member of small research team responsible for the research and information strategy for GWR and all its brands (Classic FM, The Mix Network, Planet Rock and Storm), encompassing advertising, programming, marketing, new product development and Segmentation research •Project manager for a range of scheduled and ad-hoc projects (both quantitative and qualitative) for both advertising and programming teams. Involved in all stages of projects including writing research proposals, sourcing suppliers and quotes, commissioning and managing projects, evaluation and communicating the results and recommendations Show less



Insights by Kantar

• United Kingdom
• Market Research
• 700 & Above Employee

• Research Executive

  • 2002 - 2003

  London, United Kingdom •Joined graduate scheme with extensive research training - conducting quantitative research (ad tracking studies) for a range of major clients and household brands, including M&S and GSK •Carried out advertising creative tests as well as working on a number of brand tracking studies, monitoring marketing activity of many clients including M&S, Bacardi and TUI.