Graduated from Portsmouth in 2007 with a first class honours degree in economics finance and banking.
Since graduating I have been working in teams that measure the impact of advertising through both a brand and volume driving lens across a number of sectors. I had two roles at agencies, firstly at one of the UKs biggest media agencies and then moving to an independent econometrics agency in 2012.
Throughout my period agency side whilst I had a number of clients my main client was always RBS/DLG and at the end of 2015 I moved over to DLG to take over the role as Head of Marketing Effectiveness. In my role I need to continue to understand the impact all of our comms have on our trading performance as well as understand the key brand KPIs a media line may have.
In 2016 I co-authored a paper on the DL Reboot which told the story of the strong turn around DL has had as a brand since August 2014 and continues to have. This was awarded with a gold last November.
"The digital world has opened up new ways to target/influence our consumers perceptions and behaviours. I am looking forward to seeing how different entrants have used digital channels to drive trading performance and have robust measurement techniques to back up these findings. Digital measurement can at times be questioned and I am looking forward to seeing strong case studies that can show the marketing community that if done properly digital can be compared to offline media performance."