• Head of Media Effectiveness

    at Sky

    May 2018 - at Present


    Responsible for the overall Advanced Advertising programme, which involves both shaping the strategic roadmap and developing commercial applications by effectively leveraging analytics and data science to ensure the data lead propositions deliver maximum return on investment for both Sky Media and their Advertisers. - Maximising the use of our data, analytics and data science capabilities to ensure both Sky & their external advertisers are benefiting from the breadth of products and services within Sky Media's unique advanced advertising portfolio. - Provide a consolidated effectiveness measurement to optimise the allocation of budget across Sky’s portfolio of platforms and propositions. - Developing new data led commercial propositions by packaging data and analytical services for Media agencies and advertisers. - Using a range of measurement techniques, measuring campaign effectiveness, with the objective of further optimising all Advanced Advertising programmes (TV and Digital).

  • Head of Insight & Decision Science

    at Sky Media

    March 2013 - April 2018


    Working within the Insight & Decision Science division of Sky, I was responsible for the delivery and deployment of all Insight, Analytics and Campaign functions within Sky Media, the advertising division of Sky, with a specific focus on shaping the innovation agenda and furthering Sky’s connected strategy (E.g. Sky AdSmart, Sky AdVance). - Working alongside the Media Marketing teams to deliver best in class ground breaking advertising capabilities underpinned by packaging insight & data into attractive value propositions. - Identifying and shaping new business opportunities and propositions - Commercialising Sky’s data assets through the development of data led propositions - Providing expert Analytical and Insight guidance and support to Advertisers, working with Advertisers to ensure they effectively leverage our products and propositions - Evaluate campaign effectiveness, optimising future campaigns and targeting strategies

  • Head of Professional Services

    at Sky

    March 2013 - February 2015


    Working within the B2B division within Sky, I headed up the consultancy team responsible for providing Analytical, Data Insight & Campaign Management & Measurement services for external partner clients. Key clients included News International, Debenhams, Molson Coors, Sky Business, Sky Bet. - Developing fully integrated partnerships with key strategic clients to understand their business needs and goals then recommending (and providing) the most appropriate analytics and reporting solutions to meet those goals and objectives. - Identifying opportunities to augment clients existing analytical capabilities with value adding analytical capabilities and solutions. - Managing Insight and Analytical projects end-to-end, from the scoping of the initial requirements to presenting findings, reports and results. - Supporting the client Sales and Account management teams in sales pitches and procuring new business.

  • Head of Marketing Analytics

    at Barclaycard

    September 2007 - November 2012


    I was responsible for Partnering with the key commercial directors in providing best-in-class data driven insights supporting strategic decision making. I headed up the Analytics team supporting all Barclaycard Consumer Europe (BCE ~ UK, Germany, Spain, Portugal, Italy, Nordics) stakeholders reporting into the MD - Marketing Analytics Director. - New Customer Acquisitions programme analytics and measurement. - Existing Customer Management (ECM) programme analytics and measurement. - Digital Marketing Analytics. - Digital Payments Analytics (Mobile payments - NFC, Contactless, Online check-outs). - Customer Affinity Marketing Analytics (Cross Selling of Insurances, offers and value-added services). - Customer Experience Analytics (Touchpoint analysis, NPS, Customer Satisfaction).

  • Head of Marketing and Analytics

    at Homechoice Pty Ltd

    April 1997 - July 2007

    Province of the Western Cape

    I was responsible for the entire end-to-end management of the marketing function from operational management to strategic direction, business plan development and revenue and spend optimization. - Development and Management of the Commercial Marketing Plan - Marketing Financial Forecasting & Budget management - Development of Product offerings and Pricing Strategies - Developing Offer Strategies - Ownership of the P&L - Developing Campaign Strategies - Customer Segmentation - Retention and Attrition analysis - Campaign measurement and optimisation


  • Matric

    at Westerford High School

    1988 - 1992 (4 years) Province of the Western Cape


  • English Native