David Ewen

David Ewen

Analytics, Pricing and Forecasting Consultant


Commercially-astute hands-on professional with strong analytical capability. Expertise and proven success spanning pricing, commercial, and marketing roles. Nearly 30 years broad commercial and technical experience gained through permanent and interim posts with many mobile operators.

Highly skilled in translating raw data into understandable, actionable insights and information. Combines expert technical knowledge of data analysis techniques with a pragmatic and real-world commercial approach.

Work History

Work History
Nov 2013 - Nov 2015

Analytics, Pricing and Forecasting Consultant

Lebara Mobile
  • Initially retained to produce an independent strategic pricing review for the Lebara UK business.  Created in-depth analysis of the customer base from both a revenue and margin perspective. Recommendations centred around optimising margin, and focussing retention efforts on the proportion of the base which produced the majority of the revenue and profit.

Leading on from the original project, developed a number of analytical tools and methodologies for Lebara:

  • Gross Margin Analytics: created an innovative tool which calculates the gross margin very accurately for every single customer in the base. Once calculated at the customer level, aggregating by dimensions such as sales channel, tenure, price plan, and nationality enables a deep and robust understanding of the profit clusters in your base.
  • Pricing Analytics: developed the capability to provide rapid on-demand decision support analysis for the Lebara pricing team across the main Lebara markets (UK, FR, DE, NL, ES.) Insights gained from this analysis have identified opportunities to optimise revenue and margin, through tactical and strategic pricing actions.
  • Wholesale deal commercial assessments: carried out several major modelling exercises which were based on very detailed customer usage data and which quantified the potential savings from proposed changes to wholesale deals (UK, FR)
  • Planning/Forecasting: built automated forecasting models which extrapolate real time revenue, usage, sales and customer base data to forecast monthly revenue, sales, usage and base for all Lebara countries.
Jul 2009 - Oct 2013

Principal Pricing Manager

Vodafone Group
  • Worked with Vodafone operating companies to develop and deploy innovative pricing and bundling strategies. Key objective was to address the threat to our core voice/messaging business from the explosion in Smartphone and mobile data usage, combined with the rise of OTT (internet-based) providers and no-frills operators.
  • Responsible for Vodafone’s new wholesale pricing strategy. Key participant in developing the new strategy and quantifying the financial impacts of launching it. Worked with the operating companies to build understanding and acceptance of the new approach, and ensure their wholesale pricing proposals were aligned.
  • Ran the pricing approvals process for Apple devices across Vodafone markets. Through this activity, successfully contributed to the launch of several generations of iPhone and iPad ranges in all our key markets.
Jun 2008 - Jan 2009

Head of Pricing and Analytics (interim management role)

Three Ireland
  • Responsible for all pricing and analytics activities in support of 3 Ireland's ambitious growth targets.
  • Managed the workload and outputs of a team of 3 pricing and data analysts.
  • Participated in and supported new proposition development and launch, ensured device pricing was competitive, maintained a view of pricing competitiveness, and developed sophisticated reporting and customer insight capabilities via the Analytics team.
  • Participated in selection process, interviewing candidates both for analyst positions and permanent Head Of position
May 2007 - May 2008

Prepay Senior Brand Manager (interim management role)

T-Mobile UK
  • Devised and implemented initiatives to ensure growth and revenue targets were achieved, via innovative, creative proposition design
  • Participated in forecasting and business reviews
  • Co-ordinated product development, brand communications and promotions
  • Interviewed candidates for permanent vacancies within the team

Jan 2006 - Jan 2007

Head of Pay As You Go (interim management role)

Three UK
  • Re-launched 3' s prepay vouchers and add-ons, simplifying and improving the structure and improving the satisfaction and understanding of both customers and the airtime channel
  • Greatly improved the prepay customer experience leading a major cross-functional project including:  improvements to the top up experience, the IVR, web presentation, and credit card top-ups
  • Quantified the prepay business opportunity to gain Board level support for improvements
Sep 2002 - Jul 2005

Various senior-level positions at O2, and freelance consultancy projects

  • Managed a team of 3 Pricing Analysts/Managers as O2 UK’s Head of Pricing, coordinating the development of the O2 pricing strategy and running the pricing process whilst modelling O2’s competitive position using best buy analysis and price/value mapping
  • Managed a team of 10 SAS and Oracle Analysts as Head of Customer Insights for O2 UK (interim), managing the delivery of sophisticated reports, providing customer insight and propensity modelling data in response to briefs from internal clients
  • Produced a strategic pricing review for O2 Ireland, building models to graphically illustrate the comparative cost of O2 against competitor price plans, enabling O2 to focus on optimised pricing moves to protect their key segments whilst minimising losses elsewhere
  • Designed and built a sophisticated and easy-to-use modular revenue and traffic forecasting tool for RomTelecom, the Romanian national fixed line operator in Romania
Jan 2000 - Apr 2002

Head of Pricing

Vodafone UK
  • Contributed fresh thinking to drive change in internal attitudes needed to succeed in a highly-competitive market
  • Managed the Vodafone UK pricing team(3 reports)
  • Presented pricing proposals to Vodafone UK Board members 
  • Designed and launched pricing propositions across the whole range of Vodafone UK products developing and launching the ‘ Perfect Fit' range of post-pay price plans, which restored Vodafone's market competitiveness against Orange and O2
  • Used data analysis, desk research, market research, and liaison with pricing stakeholders to help develop and refine sound, feasible pricing propositions
  • Managed the pricing process, took product management proposals through the Vodafone approval process and provided analytical resource to support proposals
Jan 1996 - Jan 2000

Head of Pricing

One 2 One (T-Mobile UK)

Successfully rebalanced the pricing portfolio away from the launch offer of  'free off peak local calls' which caused huge network congestion and threatened the survival of the business

Jan 1994 - Jan 1996

Brand Manager

One 2 One (T-Mobile UK

Managed a 5 way main advertising agency repitch 

Ran the operational side of the main advertising agency activities with Bartle Bogle Hegarty account team

Jan 1984 - Jan 1994

Early Career Highlights

One 2 One/T-Mobile, Phonepoint, BT Mobile, BT Telemarketing

Variety of roles including:

Customer Service Experience Product Manager (One 2 One)

New Product Development at Phonepoint and BT Mobile

Channel Management at BT Mobile

Account/Client/Project management at BT Telemarketing


1979 - 1982

Performer's Course: Bassoon, Piano

Royal Academy of Music

Full time 3 year practically-oriented course for professional classical musicians, with emphasis on developing a very high standard of performance