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Director-level Insight Consultant, over 20 years of commercial, marketing and research experience, strong strategic focus and commercial awareness
Sarah Richardson-Clarke
,
MALTON, United Kingdom
Experience
Other titles
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I'm offering
At Richardson Clarke Associates, we pay attention to detail to ensure that we meet and exceed the requirements of your assignment. Being a small consultancy firm, we guarantee that every aspect of your project is overseen and implemented by a senior level, experienced consultant. We don't bring out the 'A' team to pitch our proposal and then delegate the work involved. The end-to-end, collaborative approach that we adopt with our clients enables us to develop a deeper understanding of your business and in turn, leads to more insightful recommendations. Our fees are highly competitive.
Sarah Richardson-Clarke BA (Hons) Dip.M. M.Phil. MMRS is the Managing Director of the business. She specialises in quantitative research techniques, executive interviewing, data analysis and bespoke reporting. During her career, Sarah has held a number of senior management positions in both client and agency-side insight departments. She has end-to-end involvement in every Richardson Clarke Associates assignment, bringing in trusted Associates, where appropriate.
Sarah Richardson-Clarke BA (Hons) Dip.M. M.Phil. MMRS is the Managing Director of the business. She specialises in quantitative research techniques, executive interviewing, data analysis and bespoke reporting. During her career, Sarah has held a number of senior management positions in both client and agency-side insight departments. She has end-to-end involvement in every Richardson Clarke Associates assignment, bringing in trusted Associates, where appropriate.
Markets
United States
United Kingdom
France
Germany
Lithuania
Denmark
Norway
Sweden
Finland
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Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Available
My experience
2019 - ?
freelance
Director / Lead Consultant
Richardson Clarke Associates.
Richardson Clarke Associates is a strategic insight consultancy offering a range of services, including the following:
• Data analysis and report writing
• Customer and market research design
• Strategic market planning, including competitive analysis
• Win / loss data analysis and research services to provide recommendations for sales performance improvement
• Industry sector reports, specializing in Financial Services
We have a wealth of experience in research design services, including:
• Structured questionnaire design for use in quantitative research studies, where data and measurement are required
• Discussion guide design for use in qualitative research studies, where depth of insight is required
• Design and implementation of research and insight programmes, combining both quantitative and qualitative techniques
• Analysis of market trends and external environmental factors, including PEST and SWOT analysis
• Interpretation of market trends tailored to individual business situations
• Data analysis and report writing
• Customer and market research design
• Strategic market planning, including competitive analysis
• Win / loss data analysis and research services to provide recommendations for sales performance improvement
• Industry sector reports, specializing in Financial Services
We have a wealth of experience in research design services, including:
• Structured questionnaire design for use in quantitative research studies, where data and measurement are required
• Discussion guide design for use in qualitative research studies, where depth of insight is required
• Design and implementation of research and insight programmes, combining both quantitative and qualitative techniques
• Analysis of market trends and external environmental factors, including PEST and SWOT analysis
• Interpretation of market trends tailored to individual business situations
Data Analysis, Writing, Market research, Qualitative research, Quantitative research, Implementation, Executive interviewing, Management Reporting, Research Design, Market planning
2017 - 2019
temp
Market Research Adviser
Environment Agency.
The Environment Agency's Market Research team works across all aspects of the organisation and conducts market research with its customers, communities, stakeholders and employees. The role of Market Research Adviser is to act as a first point of contact for any questions from the business on market research and insights, providing colleagues with professional advice and guidance.
Responsible for the end-to-end management of quantitative research projects including client briefings, questionnaire design, survey programming, respondent communications, data analysis, reporting and internal client debriefing. Also responsible for management of agency-commissioned qualitative research projects on behalf of internal clients.
Responsible for the end-to-end management of quantitative research projects including client briefings, questionnaire design, survey programming, respondent communications, data analysis, reporting and internal client debriefing. Also responsible for management of agency-commissioned qualitative research projects on behalf of internal clients.
Design, Data Analysis, Market research, Research, Qualitative research, Management, Quantitative research
2014 - 2017
job
Customer and Market Insight Director
FinancialForce.com.
Following a successful period as an external Insight consultant from March 2013 – July 2014 and a successful round of company funding, I was offered a permanent position with FinancialForce as its first Customer and Market Insight Director. I developed the function during my time as a permanent employee, to include Competitor Intelligence. The insight and data produced by the team informs key decisions on customer journey management, product strategy, competitive positioning and corporate messaging.
Key responsibilities:
• Management of the Insight Team – 2 extremely talented Insight professionals
• Management of the company’s Customer Experience Research Programme – including research design, implementation of the annual online survey, analysis and reporting of results to Executive Team level, making recommendations on the basis of results, and measuring the relational Net Promoter Score (NPS)
• Design and set up of other Customer Experience surveys at various stages of the customer journey, with the aim of measuring the transactional NPS to improve the point-of-contact customer experience
• Introduction and management of the company’s first Win Loss Research Programme – including production of reports from the CRM system, analysis of won and lost opportunity information, reporting and providing recommendations at Executive Team level, followed by a targeted lost prospect / won customer interview programme to gain further insight, all aimed at helping the company to improve its sales performance
• Introduction and direction of the company’s first formalised Competitor Intelligence Function – including management of a senior Insight Manager, development of frameworks and communication materials to make competitor intelligence accessible to teams, production and development of competitor landscape reports based on data from the CRM system, again with the aim of improving sales performance
• Management of ad hoc product research projects with customers, with varying research and business objectives
• Management of market research programmes – including projects to assess the Total Accessible Market sizes for FinancialForce’s products
• Majority of research managed in-house, from concept to design, implementation and reporting
Key responsibilities:
• Management of the Insight Team – 2 extremely talented Insight professionals
• Management of the company’s Customer Experience Research Programme – including research design, implementation of the annual online survey, analysis and reporting of results to Executive Team level, making recommendations on the basis of results, and measuring the relational Net Promoter Score (NPS)
• Design and set up of other Customer Experience surveys at various stages of the customer journey, with the aim of measuring the transactional NPS to improve the point-of-contact customer experience
• Introduction and management of the company’s first Win Loss Research Programme – including production of reports from the CRM system, analysis of won and lost opportunity information, reporting and providing recommendations at Executive Team level, followed by a targeted lost prospect / won customer interview programme to gain further insight, all aimed at helping the company to improve its sales performance
• Introduction and direction of the company’s first formalised Competitor Intelligence Function – including management of a senior Insight Manager, development of frameworks and communication materials to make competitor intelligence accessible to teams, production and development of competitor landscape reports based on data from the CRM system, again with the aim of improving sales performance
• Management of ad hoc product research projects with customers, with varying research and business objectives
• Management of market research programmes – including projects to assess the Total Accessible Market sizes for FinancialForce’s products
• Majority of research managed in-house, from concept to design, implementation and reporting
Customer and market research, Data Analysis, Win loss analysis, Management Reporting, Research Design, Presentation of insights / data
2014 - 2014
job
Research Manager (Strategic Projects)
Yorkshire Building Society.
I initially joined YBS as a part-time consultant in May 2013, whilst running Richardson Clarke Associates, to work on research associated with its Strategic Projects initiative. The majority of projects were implemented by external agencies, making this a true client-side role. I became a fixed-term contract member of staff there in January 2014, before being offered my role at FinancialForce.
Key responsibilities:
• Qualitative and quantitative branding research amongst existing customers, to identify the impact of visually re-branding marketing collateral on their perception of the Society
• Qualitative research into the customer journey for mortgage customers to identify key 'moments of truth' and areas where improvements were required
• Quantitative research amongst mortgage insurance customers to identify the extent to which they understood the product and to inform the development of communication strategy
• Qualitative research to inform the Society's Agency branding strategy
Key responsibilities:
• Qualitative and quantitative branding research amongst existing customers, to identify the impact of visually re-branding marketing collateral on their perception of the Society
• Qualitative research into the customer journey for mortgage customers to identify key 'moments of truth' and areas where improvements were required
• Quantitative research amongst mortgage insurance customers to identify the extent to which they understood the product and to inform the development of communication strategy
• Qualitative research to inform the Society's Agency branding strategy
Marketing, Branding, Research, Qualitative research, Quantitative research, Insurance, Development, Manager
2004 - 2008
job
Group Head of Research
CPP Group PLC.
Managed a team of 4 research managers / executives, with an extremely broad remit that extended to strategic analysis on an international scale.
Key responsibilities:
• Management of B2C and B2B customer advocacy research programmes
• Supporting international market development through the provision of primary and secondary research findings and recommendations
• Monitoring and reporting on social and consumer trends to support product innovation and development
• Delivery of ad hoc primary research projects (qualitative and quantitative) to support business objectives
• Delivery of a bespoke market and capability assessment methodology, rolled out within the business
• Management of £400k budget
Key responsibilities:
• Management of B2C and B2B customer advocacy research programmes
• Supporting international market development through the provision of primary and secondary research findings and recommendations
• Monitoring and reporting on social and consumer trends to support product innovation and development
• Delivery of ad hoc primary research projects (qualitative and quantitative) to support business objectives
• Delivery of a bespoke market and capability assessment methodology, rolled out within the business
• Management of £400k budget
B2B, Budget, Research, Innovation, B2C, Management, International market development, Support, Monitoring, Assessment, Development, International, Social
2003 - 2004
job
Market Research Manager
GE Money.
Provided research and insight management for 3 P&Ls, including plastic cards, auto finance and personal lending. Included extensive qualitative and quantitative primary research management, via research agencies. I also managed the division's secondary research data sources and agencies, to ensure that GE Money had the most appropriate blend of information.
Market research, Research, Finance, Management, Manager
2001 - 2002
job
Marketing Project Manager
Npower Ltd.
Following Npower's acquisition of Yorkshire Electricity Group PLC, I was invited to remain with the business to work on two projects.
Marketing Project Manager - B2B
• Marketing process development and implementation
• Design, implementation and reporting on various B2B customer research projects - e.g. product needs, brand values
• Development of evaluation models to assess service quality and value for money provided by external agencies
Strategy Development Manager - European Development
• Development of department's strategic marketing plan for B2B European market entry
• Definition of the end-to-end customer journey
• Production of the department's 5-year plan including building financial forecasting models
• SMART KPI definition and monitoring for team members
Marketing Project Manager - B2B
• Marketing process development and implementation
• Design, implementation and reporting on various B2B customer research projects - e.g. product needs, brand values
• Development of evaluation models to assess service quality and value for money provided by external agencies
Strategy Development Manager - European Development
• Development of department's strategic marketing plan for B2B European market entry
• Definition of the end-to-end customer journey
• Production of the department's 5-year plan including building financial forecasting models
• SMART KPI definition and monitoring for team members
Implementation, Manager, Production, Process development, Strategy development, Development, KPI, Monitoring, Market entry, Marketing, PLC, Service, Strategic Marketing, Forecasting, Research, B2B, Project Manager, Design
1998 - 2001
job
Market Planning Manager - Retail
Yorkshire Electricity Group PLC.
May 1998 - November 2001
I played a central role in Market Planning and Research during the company's entrance into the newly competitive retail electricity market, then progressing to manage a team of analysts.
Market Planning Manager - Retail
• Production of retail division strategic marketing plan from conception to finished product
• Management of an overhaul of the KPI framework to define new measures to fit with CRM objectives and strategy
• Monitoring performance of an integrated sales and marketing mix
• Management of financial tracking and variance analysis (£30m budget)
Market Planner - Retail
• Set up sales performance metrics process ready for entry into the newly competitive market
• Development and management of a campaign reporting process, from brief, to performance analysis and reporting
• Built models to monitor and predict the impact of sales performance on customer acquisition costs
• Developed models, based on market intelligence and data, to forecast sales and churn
I played a central role in Market Planning and Research during the company's entrance into the newly competitive retail electricity market, then progressing to manage a team of analysts.
Market Planning Manager - Retail
• Production of retail division strategic marketing plan from conception to finished product
• Management of an overhaul of the KPI framework to define new measures to fit with CRM objectives and strategy
• Monitoring performance of an integrated sales and marketing mix
• Management of financial tracking and variance analysis (£30m budget)
Market Planner - Retail
• Set up sales performance metrics process ready for entry into the newly competitive market
• Development and management of a campaign reporting process, from brief, to performance analysis and reporting
• Built models to monitor and predict the impact of sales performance on customer acquisition costs
• Developed models, based on market intelligence and data, to forecast sales and churn
Monitoring, UP, Manager, Framework, Forecast, Production, Campaign, Development, KPI, Marketing, Sales, Strategic Marketing, Management, Research, Budget, Retail, CRM
1996 - 1998
job
Tutor / Project Manager
Durham University Business School.
During my Master of Philosophy degree studies, I worked part-time at the business school:
• Ran management seminars for 1st year degree students, covering a range of subjects
• Tutored and supervised research project groups
• Designed, conducted and managed an investigation into the provision of and need for childcare in Teesdale
• Ran management seminars for 1st year degree students, covering a range of subjects
• Tutored and supervised research project groups
• Designed, conducted and managed an investigation into the provision of and need for childcare in Teesdale
Project Manager, Research, Management, Manager
My education
1995
-
2005
University of Durham
Masters, Philosophy
Masters, Philosophy
https://core.ac.uk/download/pdf/9348317.pdf
1995
-
1996
Chartered Institute of Marketing
Postgraduate Diploma, Marketing
Postgraduate Diploma, Marketing
1991
-
1995
Sheffield Hallam University
Bachelors, Business Studies
Bachelors, Business Studies
1984
-
1991
Wakefield Girls High School
Secondary, N/a
Secondary, N/a
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