Head of Customer Insight @ Responsible for the end to end Customer Insight functions; data, analytics, modelling, research and category management insights From January 2013 to Present (3 years) Head of Retail Strategy @ Responsibilities: • Responsible, from a Strategy perspective, for one of the key Group Strategic Initiatives (Customer Insight Transformation). The core objective being to drive a step change in P&L performance across all product areas by identifying and investing in improvements in the Banks technological capabilities (both from end and back end), data, insight, modelling and 121 Marketing • Develop Customer Experience Blueprints (CEB) to define and embed the generic and differentiated experience for each Relationship Brand (LTSB, Halifax and Bank of Scotland) Key Achievements: • Influenced Product Directors across the Group and successfully interlocked £1bn of income through the development of use cases which identified new capabilities required to generate revenue targets set out in the GSI • Successfully managed total GSI investment costs down from £200m to £160m to enable improvements in short and long term P&L From January 2011 to January 2013 (2 years 1 month) Director Insight & Research @ Responsibilities: • Develop a Prime and Sub-Prime segmentation to drive a deeper understanding of customers • Accountable for the creation of a product roadmap to develop new propositions to launch in market o Identify key unmet needs in Prime and Sub-Prime and deliver win-win propositions o Explore competitive landscape to identify gaps and opportunities in current portfolio • Develop a customer experience model allowing the organisation to monitor and assess key decisions made and ensure it continues to deliver value to both customers and business • Match survey, transactional and bureau data to identify correlation between intent and actual behaviour to prioritise touchpoint strategy • Integrate learning’s from research, business and transactional data to deliver a holistic and credible consumer strategy • Create, develop and coach team Key Achievements: • Created segmentations to drive a deeper understanding of customers enabling development of win-win products, more effective creative development and more effective targeting • Developed Proposition Development Process (PDP) enabling business to combine power of analytics with a foundation of consumer analysis • Jointly responsible for re-inventing sub-prime market, launching Progress card which significantly improved distribution of low-risk assets to the business by 25% • Successfully opened up new markets, by developing new needs based value propositions which targeted new segments • Developed customer experience model and through matching survey and transactional data proved the link between customer satisfaction and actual behaviour. Overlaying with business processes identified significant cost savings that could be achieved by eliminating projects in flight which had no positive impact on the customer • Significantly transformed perception and importance of insight across the organisation, moving it from a service function to a business partner • Segmentation was finalist in the 2009 MRS Awards From March 2007 to 2010 (3 years) Head of Insight @ Responsibilities: Manage team resource - Design, prioritise and implement Insight strategy - Manage budget - Train, coach and develop team (10 in total, 5 Direct Reports) Ensure effective implementation of actionable insights to support marketing, programming, product development and operational functions of business - Main focal point for all insight and competitor intelligence requests, as well as the status to challenge and influence Sky’s thinking - Build effective relationships with key senior stakeholders specifically board members Key Achievements: Led and imbedded a segmentation programme to better inform above and below the line marketing functions. The key objective to ensure a more consistent through the line message delivered to targeted prospect and customer segments. Jointly responsible for developing Broadband strategy. Resulting in Sky becoming one of the top providers in the market within the first year Overhauled all continuous tracking programmes to deliver greater financial value to the business: - Customer Experience Model - Customer Operations Model - Ad and Brand Tracking - Channel Values Conjoint Played a pivotal role in the development and direction of the business churn strategy (one of the 4 core KPI’s reported to the City). Significantly improved relationships and impact of insight within the Channels and Programming organisations and improved use of Implemented a transparent prioritisation process to enable more effective use of budget Managed team through significant change following Boston Consulting Group (BCG) Review Coached team on the creation and development of insight Customer Experience Model won best paper at 2007 Marketing Effectiveness awards From December 2004 to February 2007 (2 years 3 months) Insight Manager - Digital @ Responsibilities: Head of teams which deliver insight requirements: - Digital Access (Freeview) - BBCi Player - BBC’s Interactive programmes (TV) - BBCi’s Digital Text and Video Services (New Media) Manage team resource - Design and implement insight strategy - Manage budget and spend forecasts - Train, coach and develop team Insight Experience - Marketing and strategic development - Performance measurement through tracking - Segmentation (Qual/Quant) - Conjoint - Conceptual Development Build relationships with Board members across various BBC functions Key Achievements: Segmented the non-digital world which fed in to the marketing and strategic development of Freeview – Freeview was the fastest growing consumer electronic good in its first year Developed and implemented the BBC’s Digital Switchover strategy Created KPI’s and reporting structure across portfolio’s Implemented a New Product Development model for Interactive Programming Initiated and led idea generation project for CBBC, resulting in 2 out 3 ideas being commissioned Chaired Freeview workshop which lead to more effective collaboration between internal functions, clearer and more effective delivery of communication messages and better development of services on the platform Created insight document for BBCi which formed a fundamental part of editorial, technical and production commissioning process From December 1999 to November 2004 (5 years) Account Manager @ Responsibilities/Achievements: • Development and management of brand/advertising tracking studies, communication pre-testing, U&A’s and ad-hoc projects for a diverse range of International clients (Alcohol, FMCG, Automotive, Banking, Pharmaceutical as well as advertising agencies) From December 1996 to December 1999 (3 years 1 month)

Stanford University Graduate School of Business From 2008 to 2008 1st Class Honours, Business @ Robert Gordon University From 1991 to 1996