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Work History

Oct 2013Present

Director of CRM and Data

Zone

Building from scratch and now leading a CRM and analytics team who are experts in creating the strategic framework for CRM programmes and delivering all aspects of the strategy from audience segmentation to call forecasting to platform selection working closely with the tech teams. 

All of this is underlined by the analytics team, who are experts in measuring social, campaign, brand and CRM initiatives, working alongside our creative teams to constantly improve our work and robustly measuring it against the measures that our clients care about - The team now contributes over £1m revenue to the business, with a new suite of data product bundles to facilitate client conversations

Key Roles

Engaging closely with the key clients to address how data and analytics can drive insights, activation and evaluation to achieve their business, marketing and campaign goals and how to make best use of data sources, partners and capabilities to deliver this data strategy

• Work with business development / business partners to identify opportunities in the client relationship to enhance how data and analytics are used

• Pitch and client proposal contributions having successfully pitched for CRM / Data projects for Barratt Homes, Prezzo, Twitter, Maersk

• Providing subject matter expertise to clients, client-facing teams through white papers, training sessions and workshops to increase their confidence talk about and using data

•Establish relationships with data and analytics companies, technology partners as well as the internal tech teams to build compelling joint solutions either for discrete projects or for ongoing martech ecosystems

Jan 2011Oct 2013

CRM Consultancy

Various assignments

As well as my permanent roles I have also undertaken a variety of freelance/consulting roles as a CRM/ECRM consultant working across retail, travel, FMCG, FS and B2B with both agency and client side experience. Acting as an independent CRM expert I have excellent project and stakeholder management skills. Comfortable with data, marketing comms, multi-channel customer journey planning. Well versed in digital technology including marketing automation and ESP technology

Various assignments including

British Library -Interim management of CRM Function

CreateThe Group - CRM Consultancy for True Religion retail

OgilvyOne - Global Pitch Lead for Nespresso

Grand Union/Full6  - Global CRM Audit for AB-INBEV

Huge - ECRM support for launch of Diageo's alexanderandjames.com

Maynard Malone - CRM consultancy / platofmr selection for Organix Baby Foods and Genius Gluten Free

Maverick - CRM consultancy for DHL Far East

Selligent- Working with their sales teams to introduce them to key potential partners

Jan 2011Dec 2011

Head of eCRM

EHS 4D Digital

Multi-channel Strategic Role helping client teams and clients use digital/physical technology to create connections with and between consumers by

- creating and sharing best practice

- developing strategic global partnerships with technology providers

- providing thought leadership across the organisation and beyond

- delivering training internally and externally

Clients included

Disney- Consultancy project to define the CRM Roadmap for EMEA

easyjet - Planning of all e-comms as well data analysis to drive programmes such as cross/up sell and' Next Best Flight'

Barclays Retail Bank - Consultancy project undertaken to define the maturity of their eCRM Strategy with roadmap development

comparethemarket- Planning for all comms and data analysis to optimise re-contracting and cross sell. Development of Econometric Models to explain performance variations

Overview on other clients including Tesco Clubcard, Reckitt Benckiser, Odeon, HMV

Jan 2010Jan 2011

Head of CRM 

eCircle ( Now part of TeraData)

As CRM consultant I worked with key clients to deliver CRM and Data strategies with a view to maximising client interaction and use of the messaging platform

I undertook eCRM Maturity Audits ( created by myself) with key clients to establish roadmaps for optimizing their eCRM
Produce Acquisition and Retention Contact Strategies
Develop and optimize the integration between email data ,SEO, Website and Social Media for clients

Clients included

ASDA Online - Optimising customer email comms as well improving use of transactional data

Sony, The FA, TM Lewin, House of Fraser, Hostel World, Bank of America

Dec 2008Oct 2009

CRM Planning Director

Publicis Dialog

CRM Planning Director for HP Imaging and Print EMEA

Working alongside the client teams, data and creative departments to promote CRM through the organisation, focussing primarily on the SOHO/SMB marketplace. 

My role focus was on Hewlett Packard across EMEA, creating an EMEA ‘Getting Close to the Customer’ project, radically shifting the way Hewlett Packard communicated with its customers and prospects.
Planning spanned traditional data, web and customer journey planning, customer insight to create propositions to be deployed via, email, direct mail, telemarketing and digital conversations
Focus was on understanding the experiences along the customer journey ensuring my clients leverage the points of maximum impact by delivering profitable customer conversations/interactions. Customer Journey mapping at both a macro and at a micro level – journey

Other clients included

Zurich Global Corporate : Working with EMEA marketing team to implement a Co-Creation Content Project for CFOs across EMEA

Total Petrol Retailer : Maximising revenue on the retail forecourt 

Nov 2007Nov 2008

Head of CRM Planning

Golley Slater

A multi channel planning role covering Strategic, Data, Analysis, MI and Contact planning  The role was based primarily around Direct Marketing and Digital but with an emphasis on an integrated approach with provision of strategic inputs to clients as well as to new business and proposition development
Clients included

PC World Business - Produced Business Case for the introduction of their Business Store Card and developing the PCWB brand within the target audience through appropriate communications and experiences, helping PC World Business redesign the in-store experience to ensure the brand experience followed though with the brand strategy

Business Link London - New Business Win based on re-evaluation of Comms Plan

reed.co.uk: New Business Win based on re-evaluation of Comms Plan and campaign optimisation

TK Maxx - Worked on the ‘Value’ of a Customer and developing their e-CRM programme

Center Parcs - Devised new e-comms managing the welcome for customers, focusing on ‘First Timers’ to educate them on what to expect from the ‘Centre Parcs’ experience

May 2001Nov 2007

CRM Consultancy

Various assignments

As well as my permanent roles I have also undertaken a variety of freelance/consulting roles as a CRM/ECRM consultant working across retail, travel, FMCG, FS and B2B with both agency and client side experience. Acting as an independent CRM expert I have excellent project and stakeholder management skills. Comfortable with data, marketing comms, multi-channel customer journey planning. Well versed in digital technology including marketing automation and ESP technology

eMarket2 - Client Services Director for Invitrogen, Motorola, NetJets

SKY TV - Direct Response Planning

English Wines Group - Established direct to consumer channel

P&O Cruises - Interim Head of CRM

Royal Mail - Marketing Planning

BT - Direct Response Planning

ICLP - Lead Generation Planning

LBM - Interim Marketing Director

TXU Energi - SMB Acquisition Manager

Mar 2000May 2001

Head of Direct Marketing EMEA

ATG

Created the EMEA Marketing Programs encompassing direct marketing, brand awareness and Market Intelligence Program creating a Marketing Operations Team and established/Appointed Pan European Response Handling and Fulfillment Operation including TM Agencies in several countries

Established a structured lifecycle approach to communications including the ‘ATG Thought Leadership’ Program

Jun 1995Mar 2001

Marketing Manager

Royal Mail
Nov 1993Jun 2001

Customer Communications Manager

Ventura

Education

19961997

IDM Diploma

The Institute of Direct Marketing
19871992

MBA

Open Business School
19851986

Commerce Diploma

The University of Birmingham
19821985

BsC Hons Astrophysics

University of Birmingham