Activating Data

SQL coder and extensive experience in marketing database, lake & warehouse solutions. Driving full potential of customer data for CRM campaign delivery and Tableau builder for transforming complex data sets into clear actionable insights and data stories to inform business decisions.

CDP Technology

Powering transformative campaign solutions with cutting-edge customer data platforms for data integration and actionable insights. Skilled in leveraging CDPs to unify customer data, enhance targeting, and drive personalised marketing strategies.

AI Evolution

Driving innovation with cutting-edge AI tools, continually evolving to drive business intelligence. Citizen data science to apply advanced prediction models, prompt engineering, chatbot builds and image generation for dynamic AI solutions and a productivity step change.

CRM Contact Strategy

Boosting engagement, retention and cross-sell through strategic, data-driven CRM initiatives. Ability to technically leverage disparate datasets to power design of optimised contact strategies, advanced targeting and customer journeys for high performing multi-channel campaigning.

Campaign Targeting

Experienced in self-briefed customer segmentation builds, delivering precise segmentation and targeting for high-quality data selection and A/B test routines. Delivery of a range of successful campaign segmentations, gaining buy-in from marketing teams and key stakeholders for project success.

CDP Adoption

Driving marketing success by delivering CDP solutions to marketers, making data accessible through collaborative sharing, seamless integration, and widespread adoption. Facilitating cross-functional teamwork to ensure data-driven strategies are effectively implemented and embraced.

Hands-On & Technical

Leveraging SQL coding and database expertise to deliver hands-on technical solutions for a range of solutions in the campaign life cycle. Includes audience selection, dashboard builds, insight deep dives, authoring campaign briefs and more, but also a data leader in team and campaign project environments.

Data Leader

Led high performing virtual team of data, reporting, and insight analysts across UK and India to deliver 60 million communications in 2023 and roll out 30+ Tableau solutions to marketing colleagues. CRM data lead for key projects including system migrations, campaign tool reviews and compliance obligations.

CDP Data Activation

Activating Customer Data Platforms by effectively integrating and activating diverse datasets for the creating of unified customer views, acquiring external datasets and observing key protection practices for safe and secure customer data handling.

Data in the AI age

Harness the power of data and emerging AI technologies to develop solutions to address complex business challenges. By integrating experience and technical skills the goal is to drive impactful outcomes that not only enhance operational efficiency but also contribute positively to broader societal objectives. Ultimately, to optimally utilise data + skills + experience for meaningful value and impact for the business.​

Automating Efficiency

Where speed and precision define success, the focus is on unlocking smarter, faster ways to work. That means identifying every opportunity to automate, streamline, and simplify the use of data within business solutions. With a mindset tuned to adaptability and a bias for action, the goal is to move quickly — building lean, intelligent systems that not only solve problems, but scale with them.

The Data Roadmap

Dedicated to proactively staying at the forefront of data trends, analytics, CRM, new tech & AI advancements. Teaching and learning in team environments for data solutions that stay curious and innovate beyond the norm to deliver for both the business and personal growth.

#1 Smart meters

• EDF obligated to install smart meters to 3.5m customer base, 600k meters in 2023/24.

• Empowering consumers with real-time data, cost saving, energy efficiency and sustainable practices.

• EDF’s initiative enhances grid reliability and supports a greener energy future.

• Data solutions required for CRM comms, customer segmentation and targeting.

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#2 Kraken Migration

• a SAP-to-KRAKEN system migration, re-platforming our customer data and database.

• Engineer new data model while concurrently delivering campaigns for 18-month transition.

• KT and training to our CRM team, including x12 members in India.

• Robust testing and quality assurance for a new marketing database.

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#3 Cost of Living Crisis

• Initiated during COVID crisis and becoming a platform for EDF data driven response to cost of living crisis.

• Segmentation and targeting using key vulnerability indicators.

• Tableau solutions for knowledge share and data storytelling.

• Drive effective support comms across relevant channels.

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role

• Data driven solutions for CRM campaign delivery for smart meter installation promotions – approx 200k cross channel customer comms p/w in 2023/24.

• Leadership for 15 CRM team members & technical delivery to marketing / deployment teams leveraging customer, segmentation, model + industry datasets.

• Application of DPA and GDPR practices for safe, secure and compliant team data handling and effective JIRA agile project management.

data

• SQL & snowflake tools for design and delivery of advanced segmentations to tailor offers for customers based on range of attributes, behaviours and data science models.

• Build and rollout of Tableau solutions tracking campaign KPI’s such as appointment booking, installs, and aborts by UK geographies and customer types.

• Design and build of triggered and tactical campaigns responding to live data from the field to ensure efficiency in install schedules.

Achievement

• CRM team data selections delivered on government mandated smart meter install targets met every year (2016–23), peaking with 650k smart meter installs in 2023.

• Leadership for technical and non technical audiences for 21m smart promotion comms in 2023 across email, SMS, outbound, DM, and digital channels.

• Personal design / delivery of segmentations in 2023 to maximise install opportunity (life stage, channel strategy, aborts handling) for personalised journeys for 3+ million customers.

role

• Led CRM team through an 18‑month (2022–2024) SAP to KRAKEN systems migration and database re-platforming.

• Provided strategic & technical leadership and comprehensive training for both remote team in India and non technical marketing audiences.

• Managed stakeholder engagement and maintained delivery for continuous CRM data solutions during extensive parallel run phase.

data

• Design and build of a marketing database using new KRAKEN data model, including rebuilds of Snowflake databases and data dictionaries.

• Enhanced real-time insights with rebuilt Tableau dashboards and integration for Unica campaign management tool.

• Implemented a secure, phased migration with rigorous testing, supporting parallel operations of legacy and new adopted systems.

achievement

• Migrated 3.3 million residential and 300k business customer accounts with zero downtime and 100% data integrity.

• Delivered new and enhanced data solutions including Snowflake marketing database, campaign builds and optimised Tableau dashboards.

• Fostered collaboration across technical and business teams to ensure a seamless, risk-mitigated transition to meet desired timelines and all ‘go’ decisions.

role

• During an unprecedented time of rapidly changing market conditions, provision of data solutions to meet the support needs of the most vulnerable segments of customer portfolio.

• Led the CRM team in delivering multi-channel data solutions for EDF’s cost of living response often in reactive conditions and challenging timeframes.

• Application of demographic data models and expertise for application precise and high performing campaign targeting.

data

• Developed self-briefed segmentation models using key financial and vulnerability indicators.

• Integrated internal and external datasets e.g CACI Ocean demographics and detailed geographic datasets to enable personalised and tailored CRM campaigns.

• Dataset builds in SQL / snowflake to drive live Tableau dashboard solutions informing and empowering marketing teams to design campaigns with easy access to key data insights.

achievement

• Successful set up and deployment for 10+ multi-channel, support focused campaigns, reaching 750k vulnerable customers in 2023/24.

• Creation and personal weekly delivery of insight deep dives to 200+ distribution list across the business for surfacing key and actionable data.

• Met all Ofgem obligations and targets in conjunction with compliance and legal teams for assurance on safe data handling of customer data.