Leading customer insight and database marketing teams, including developing Lloyds Bank's first statistical segmentation and propensity models. Managing large projects to leverage customer information, including merging Lloyds and TSB's marketing database with over 15 million complex customer records. Introducing a scientific approach to measuring and optimising direct marketing campaign ROI, using "test and learn" principles. Measuring customer value and using this in the business, including leading all aspects of a project to deliver customer profitability information to the front line. Various roles in the charitable sector, including working as interim Head of Appeals at National Trust and founding a new charity, Inner Flame. As the name implies, Direct Hit specialises in reaching customers through direct channels (including digital marketing). This is backed up by in-depth understanding of retail financial services sold through multiple channels.
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