With 17 years experience in database marketing and analysis, working both client and agency side, I have worked across many industry sectors with leading UK brands including Sainsburys, RBS and Marks and Spencer. While working at CACI, I redeveloped one of their core geo-demographic classification systems, Financial ACORN. Furthermore, at International Masters Publishers, I took on overall responsibility for a global customer database of over 100m customers across 32 countries.
I joined Union Direct and The GIG in 2010 when the strategic partnership between the companies was formed. (The GIG, based in London, is Union Direct’s data partner.) As Head of Data Planning for Union Direct, I have developed segmentation models for the Scottish Government and for Business Stream (part of Scottish Water), built a single customer view database for Velux and have developed customer contact strategies for a number of clients. I currently manage a team of four analysts responsible for delivering customer insight and business understanding to all of our clients.
Recent projects include: segmentation models, developing marketing frameworks, churn and other propensity modelling, campaign analysis and development, and text mining analysis.
Chairman, Union Group
Managing Director, The Union/Union Connect
Planning Director, The Union
Creative Director, The Union/Union Digital
Managing Director, Union Direct
Managing Director, Union Leeds
Creative Director, Union Direct
Deputy Planning Director
Business Development Director, Union Direct
Head of Art, The Union
Technical Director, Union Digital
Head of Analytics, Union Direct