Head of Business Intelligence at Blue Bay Travel (2020-09 – Present)
Strategic advisor to CEO and Board, translating commercial priorities into decision-ready insight and driving growth strategy, forecasting, TTV performance, and marketing efficiency.
- Strategic advisor to CEO and Board, translating commercial priorities into decision-ready insight (growth strategy, forecasting, TTV performance, marketing efficiency).
- Set executive KPI framework and performance reporting to support governance and weekly/monthly operating cadence.
- Drove ~60% uplift in website lead conversion by redesigning call-centre strategy and execution model informed by funnel analytics.
- Delivered ~50% lead-processing automation and ~2 FTE capacity return by building AI-augmented holiday quote automation.
- Built real-time BI stack on Google Cloud ("Anorak") combining SQL/Python pipelines, dashboards and self-serve insights for leadership teams.
- Created automated data distribution ("Pulses") to eliminate manual workflows and return ~1 FTE capacity via proactive performance updates.
- Implemented pattern-recognition models to quantify operational risk (churn/cancellation/attrition) and inform mitigation plans.
- Owned cross-functional delivery across marketing, sales/call-centre operations and technology partners; integrated multi-source datasets (GA, Meta, Ads, PBX, APIs, flat files).
Marketing & Business Intelligence Manager at Blue Bay Travel (2017-01 – 2020-08)
Supported post-investment transformation by building marketing analytics, governance and operating processes for scale during LDC private equity investment.
- Supported post-investment transformation (LDC private equity) by building marketing analytics, governance and operating processes for scale.
- Delivered ~520% database growth and ~30% revenue contribution from email by redesigning lifecycle strategy, segmentation and performance measurement.
- Built PPC reporting and call-tracking to improve attribution and budget allocation; grew PPC contribution from near-zero to ~30% of revenue (by 2023, sustained thereafter).
- Centralised multi-channel insights (GA4, Meta, Microsoft Ads) and maintained/beat ROI of ~£2.5 per £1 invested through performance management.
- Modelled ATL impact to inform strategic spend reallocation and improve investment decisions.
Marketing Team Leader at Blue Bay Travel (2013-01 – 2016-12)
Led and developed a team of 5, running day-to-day delivery and prioritisation across PPC and above-the-line campaigns.
- Led and developed a team of 5, running day-to-day delivery and prioritisation across PPC and above-the-line campaigns.
- Introduced core growth-enabling tooling (telephony tracking, analytics suite, ESP) to improve reporting, decision-making and scalability ahead of PE investment.
- Primary point of contact for external partners and major campaigns (e.g., Experian, Boots and media collaborations).
