Dan Panas

I help scaling businesses to grow through commercially focused strategic planning and operational delivery. With over 15 years of experience, I combine big-picture perspective with financial discipline, analytical rigour, and a hands-on approach to build, lead, and implement growth plans that turn long-term vision into measurable commercial results.

My experience enables me to quickly understand where a business is, clearly define where it needs to go, and then lead the thinking and execution needed to move forward without unnecessarily slowing it down. I communicate clearly, prioritise effectively, and am methodical about identifying and acting on growth opportunities aligned with the overall vision.

Head of Product & Marketing, Evergreen Finance (December 2021 to May 2025)

Senior leadership role at a UK online lender, where I led commercial strategy and delivery. I managed a multi-million-pound annual budget and delivered growth through sustained improvements in proposition and brand, acquisition and retention, and customer experience.

• Business growth: Delivered 28% year-on-year lending growth in 2024 through data-driven, cross-channel marketing strategies that lowered acquisition costs, increased retention rates, and improved brand perception and recognition.

• Efficiency & cost reduction: Implemented targeted improvements to key product journeys, including a 12% uplift in application conversion rate, resulting in reduced risk and cost for the business and better customer experience.

• Strategic planning: Played a key role in implementing a robust strategic planning process, giving focus to the company’s vision and mission, setting clear goals and KPIs, and providing regular business-wide updates.

• Reporting & data: Championed the use of data and market research in decision making and strategic planning, identifying opportunities to improve performance, manage risk, and reduce costs across the business.

• Supplier management: Oversaw relationships with some of the company's largest suppliers, negotiating improved commercial terms, monitoring performance, and managing responses to incidents.

• Team leadership & culture: Grew the Product and Marketing teams from 1 to 6 people in 18 months, providing coaching and development opportunities that supported their career goals and business objectives. Partnered with the HR team on wider people and culture initiatives, aimed at improving efficiency, strengthening employer brand, and maintaining a customer-first mindset.

• Governance & risk: Developed, maintained, and implemented policies related to the business' marketing and product activity. Supported the Compliance team in relation to a number of regulatory matters. Appointed as the board’s Consumer Duty Champion, supporting the business in the successful implementation of over 150 changes introduced as part of a significant piece of new regulation.

Strategy & Brand Consultant (March 2016 to December 2021)

I advised small and mid-sized organisations on strategic planning, with a focus on product, marketing, and brand development, as key drivers of sustainable long-term growth.

Working across a diverse range of industries including retail, childcare, health and wellbeing, technology, and agriculture, I advised businesses on ways to maximise commercial returns with relatively small budgets through clear positioning and strategic focus. This included the development of brand identities and go-to-market strategies that were aligned to overall goals, along with actionable and commercially-viable implementation plans.

Executive, Transaction Advisory Services, Ernst & Young (April 2008 to August 2015)

I joined EY’s school-leaver programme, which allowed me to complete my Chartered Certified Accountancy qualification whilst working as part of the Transaction Advisory Services team.

I gained extensive experience across high-impact projects, advising on complex strategic, commercial, and financial decision-making for clients ranging from mid-sized UK firms to global corporates, helping them simplify operations, manage risk, and unlock growth opportunities.

BSc in Applied Accounting – Oxford Brookes University (2015)

Qualified Accountant, FCCA – Association of Chartered Certified Accountants (2012)