Kevin Button

Dynamic Analytics & Insight Leader with over 15 years of experience in data analytics and strategy development. Proven expertise in delivering actionable insights that enhance commercial effectiveness (£500k increase in 2025 revenue through value based decisioning), coupled with a strong background in customer segmentation, predictive modelling and data visualisation. Led, coached and grew the analytics function at Legal & General Direct (from 3 analysts in 2019 to 16 in 2025), driving significant improvements in decision-making processes and efficiency (£300k cost reduction in 2025 through new systems & in-housing).

Passionate about shaping data cultures, utilising advanced analytics to empower business strategies and data-driven initiatives.

Performance & Modelling Manager at Sunlife Insurance (2026-02 – Present)

• Delivered actionable commercial and marketing insights that drove business strategies.
• Engineered customer-centred lifetime value models, segmentation and predictive outcome models, with clear conclusions and recommendations.

Head of Analytics (Customer Value) at Legal & General Retail (2022-09 – 2025-12)

• Led a high performing Team that generated actionable, commercially-focused customer insights.
• Orchestrated analytics for enhanced effectiveness, efficiency, and scale.
• Acted as Analytics Product Owner for customer segmentation, predictive modelling, customer lifetime value forecasts, econometric analysis, marketing budget optimisation, and impact studies.
• Served as the key liaison among data, proposition, and end-product managers.
• Pioneered the growth of the analytics function, overseeing the design, development, and delivery of predictive and statistical models, consumer insights, and data visualisations.
• Utilised an array of Data/Statistical tools (Excel, SQL, R, Alteryx, Dataiku, Python) alongside Azure and Adobe Web Analytics for data visualisation (Power BI).

Senior Data Analytics Manager at Legal & General Insurance (2014-08 – 2022-09)

• Developed an industry-leading approach to assessing the holistic impacts of marketing strategies.
• Ensured strategic decision-making was informed by timely, robust, customer-centric analysis across business units including Customer Marketing, Cross-Sales, and Targeting.
• Enhanced team capability through role-modelling the application of AI, ML, and consumer research to reinforce statistical conclusions.

Customer Insight Manager at Scottish Widows (2012-03 – 2014-08)

Analytics Manager at Lloyds Banking Group (2006-12 – 2012-03)

Analytics Team Lead at ZFS (Openwork) (2001-09 – 2006-11)

Graduate Analyst at Zurich FS (1998-09 – 2001-09)

MSc in Business Economics – Swansea University (1997-09 – 1998-06)

BSc in Economics – Swansea University (1994-09 – 1997-06)