Experience

Audi UK

• United Kingdom
• Motor Vehicle Manufacturing
• 700 & Above Employee

• Data Intelligence and Marketing Performance Manager

  • May 2020 - Present



Santander UK

• United Kingdom
• Banking
• 700 & Above Employee

• Senior Communications Manager - Strategy, Planning and Analysis, Marketing

  • Jul 2011 - Nov 2019

  - Used data and insights to solve business challenges and achieve business objectives e.g. how to increase loyalty, acquisition, satisfaction, customer engagement or digital adoption, how to improve customer journeys or targeting to aid acquisition and commercial success, how to improve the marketing mix and optimise marketing spend, the impact of reducing the advertising budget etc. - Supported the strategy, planning, delivery and optimisation of marketing and advertising campaigns, based on data driven and rich insights. Ensuring using most efficient budget, media, messaging and tools. Including using econometrics/ marketing mix modelling, attribution and multi channel marketing metrics. B2B and B2C experience. - Measured the performance and impact of marketing and advertising, across the full media mix (TV, CRM, online, press, social, PR etc) and sponsorship, as well as internal communications and colleague impact. - Marketing effectiveness and demonstrating the value of Marketing - Produced many reports and dealt with multiple sources of data/ MI, including complex data. Provided actionable insights, and defined and tracked key performance indicators. Identified trends and patterns. - Deep understanding of customers, customer behaviours and journeys, analytics, audiences, targeting, profiling and segmentation. - Coordinated, designed and managed research studies, both quantitative and qualitative, including customer/ consumer research, brand and communications trackers, creative analysis, media evaluation such as brand uplift studies. Analysed results and generated actionable insights from them. Show less



Santander

• Marketing Manager - Market and Competitor Insight

  • Oct 2008 - Jul 2011

  • Provide market, competitor and customer insights, for a wide range of audiences including Executive Committee, Product and Services Marketing, Sales Channels. • Using industry research and data tools, internal MI and primary research, and public data to produce analysis, diagnose, and develop insight and reports. Insights used to inform decision making and aid commercial success • Including benchmarking performance, analysing best in class, supporting product development, and strategic marketing plans. Also market size, market growth and opportunities, new markets and niche markets. • Analysis of competitor product pricing, promotions, advertising and expenditure, propositions and brand. Competitor market shares and insights into strategies. • Producing many regular and ad hoc reports, and presentations Show less



Seiko Epson Corporation

• Japan
• Computer Hardware Manufacturing
• 700 & Above Employee

• European Market Research Executive, European Marketing Department

  • Jun 2006 - Oct 2008

  • Responsible for market and competitor intelligence across Europe, Middle East, and Africa. • Created and circulated a weekly newsletter to more than 300 colleagues worldwide. • Coordination and organisation of ad hoc research projects across all product categories, competitors, markets, and methodologies. Also continuous research studies e.g. annual brand tracking study. • Main contact for European registration site and issues, including questionnaire creation across all product categories. Responsible for successful implementation of new e-registration site. Also profiling and segmenting customers using e-registration data, used for targeting and positioning strategies. • Monitoring of press/ trade magazines, websites etc. and circulation of key insights to relevant employees. • Analysis of customer trends. Analysis into specific competitors, markets, customers and products. • All of the above resulted in insights to inform decision making and aid commercial success Show less