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Marketing lead specialising in customer retention, engagement, loyalty (CRM) and analysis with a strong data-led mentality
Andrew Iliffe
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
With a history of delivering results for high growth, fast-paced and data-driven companies such as Deliveroo and Amazon, I am perfectly positioned for the contracts relating to consumer engagement strategy, loyalty, retention and digital marketing. In my most recent permanent role as Head of CRM at Deliveroo, I led the team to have huge success in increasing CRM’s contribution to orders, thanks to a deep focus on understanding the customer lifecycle, creating loyalty and continuous experimentation. Previously, I’ve optimised customer journeys from acquisition to purchase at Experian, been a part of the digital marketing team at Amazon UK and worked as a management consultant at PwC.
Markets
United Kingdom
Language
English
Fluently
French
Good
Chinese (Mandarin)
Good
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2018 - ?
job
Head of CRM (Senior CRM Strategy Manager)
Deliveroo.
◦ Definition and execution of Deliveroo's global CRM strategy, leading to huge increases in incremental orders and engagement
◦ Ensuring exec buy-in of this strategy to secure engineering resource for further CRM integration tech work
◦ Developing and executing global go-to-market strategies for large product launches including Deliveroo Plus (subscription offering), click-and-collect functionality and a special offers platform
◦ Building emotional and behavioural loyalty by driving engagement with content, managing lifecycle stages and through iterative testing of traditional loyalty schemes
◦ Managing a multi-million pound budget and relationships with external agencies and providers
◦ Working across 13 international markets to ensure local markets meet a high quality bar, and that they understand and execute global strategy
◦ Close collaboration with Paid Marketing leads to prove the value of integrated lifecycle strategies across multiple channels through deep experimentation
◦ Enabling consumer, restaurant and rider research to build quantitative and qualitative insights; representing the voice of the consumer in marketing leader forums
◦ Established Rider CRM strategy, building a new team and rapidly defining priorities to unlock new growth
◦ Leading a team of ten people, including CRM managers, a data scientist, designer and product manager, reporting into CMO. Member of marketing leadership and growth leadership groups
◦ Ensuring exec buy-in of this strategy to secure engineering resource for further CRM integration tech work
◦ Developing and executing global go-to-market strategies for large product launches including Deliveroo Plus (subscription offering), click-and-collect functionality and a special offers platform
◦ Building emotional and behavioural loyalty by driving engagement with content, managing lifecycle stages and through iterative testing of traditional loyalty schemes
◦ Managing a multi-million pound budget and relationships with external agencies and providers
◦ Working across 13 international markets to ensure local markets meet a high quality bar, and that they understand and execute global strategy
◦ Close collaboration with Paid Marketing leads to prove the value of integrated lifecycle strategies across multiple channels through deep experimentation
◦ Enabling consumer, restaurant and rider research to build quantitative and qualitative insights; representing the voice of the consumer in marketing leader forums
◦ Established Rider CRM strategy, building a new team and rapidly defining priorities to unlock new growth
◦ Leading a team of ten people, including CRM managers, a data scientist, designer and product manager, reporting into CMO. Member of marketing leadership and growth leadership groups
Marketing, CRM, Research, Budget, Product Manager, Leadership, Integration, Content, Engineering, Growth, Testing, International, Manager, Go
2016 - 2018
job
Commercial Performance Manager (Experian Consumer Services, Price Comparison)
Experian.
◦ Creation and execution of a price comparison UX optimisation strategy, yielding funnel conversion uplifts of 10ppts to date
◦ Definition of price comparison KPIs and reporting mechanisms leading to company-wide adoption following launch of a new price comparison and free credit score product
◦ Working with the Product team to create the long-term strategic vision for price comparison
◦ Partnering with marketing teams on unique and engaging creatives to drive the re-engagement strategy for a million-plus base of disengaged customers
◦ Working with tech teams to ensure that back- and front-end analytics (GA/Adobe Analytics, Adobe Target) are available and consistent following a replatforming exercise
◦ Monitoring of price comparison funnel performance, including top-of-funnel inputs and traffic across various sources, to drive product development initiatives; working with UX, designers, compliance and tech teams to ensure that new CX features are rolled out on time
◦ Leading team retrospectives to drive constant performance improvement
◦ Member of CreditMatcher steerco
◦ Definition of price comparison KPIs and reporting mechanisms leading to company-wide adoption following launch of a new price comparison and free credit score product
◦ Working with the Product team to create the long-term strategic vision for price comparison
◦ Partnering with marketing teams on unique and engaging creatives to drive the re-engagement strategy for a million-plus base of disengaged customers
◦ Working with tech teams to ensure that back- and front-end analytics (GA/Adobe Analytics, Adobe Target) are available and consistent following a replatforming exercise
◦ Monitoring of price comparison funnel performance, including top-of-funnel inputs and traffic across various sources, to drive product development initiatives; working with UX, designers, compliance and tech teams to ensure that new CX features are rolled out on time
◦ Leading team retrospectives to drive constant performance improvement
◦ Member of CreditMatcher steerco
Marketing, Product development, UX, Optimization, Analytics, Compliance, Adobe, Monitoring, Development, Adobe analytics, CX, Manager
2012 - 2013
freelance
Energy Solutions Consultant
EnergyAustralia's Customer Interaction Centre.
March 2012 - April 2013 Travel and work in Melbourne, Australia
• Work experience included:
◦ Temporary role in Telecommunications Industry Ombudsman's dispute resolution team to create copy and content for customer correspondence
◦ Energy Solutions Consultant in EnergyAustralia's Customer Interaction Centre
• Work experience included:
◦ Temporary role in Telecommunications Industry Ombudsman's dispute resolution team to create copy and content for customer correspondence
◦ Energy Solutions Consultant in EnergyAustralia's Customer Interaction Centre
Content, Energy, Energy
2010 - 2012
job
Associate, Management Consulting
PricewaterhouseCoopers.
• Foundation for the Future graduate programme. Select project experiences include:
◦ Project management for a risk management project in a Big Four bank: drafting SOP documents for new risk management processes, proofreading and copy-editing documents to ensure same voice featured across documents, management and coordination of submissions from technical stakeholders
◦ Five year strategic plan for Selfridges; quantitative and qualitative research of market trends and competitive environment to deliver innovative ideas for strategic planning
◦ Development of strategic plan for Four Seasons care homes; conducting interviews with commissioners of care services, analysing and presenting findings to draw out insights
◦ Workshop on LA Fitness's customer experience; planning and conducting mystery customer store visits, monitoring social media to understand current brand perception and offer ideas of brand innovation
◦ Construction of internal L&D resources; drafting surveys to understand learner needs, analysis and presentation of insights, collaborative workshop sessions and online wiki to develop new resources
◦ Project management for a risk management project in a Big Four bank: drafting SOP documents for new risk management processes, proofreading and copy-editing documents to ensure same voice featured across documents, management and coordination of submissions from technical stakeholders
◦ Five year strategic plan for Selfridges; quantitative and qualitative research of market trends and competitive environment to deliver innovative ideas for strategic planning
◦ Development of strategic plan for Four Seasons care homes; conducting interviews with commissioners of care services, analysing and presenting findings to draw out insights
◦ Workshop on LA Fitness's customer experience; planning and conducting mystery customer store visits, monitoring social media to understand current brand perception and offer ideas of brand innovation
◦ Construction of internal L&D resources; drafting surveys to understand learner needs, analysis and presentation of insights, collaborative workshop sessions and online wiki to develop new resources
Proofreading, Social, Processes, Workshop, Online, Development, Monitoring, Presenting, Surveys, Management, Social Media, Consulting, Risk Management, Management Consulting, Strategic Planning, Qualitative research, Customer experience, Innovation, Research, Project Management
2009 - 2010
job
Correspondence Officer
Department of Health.
Member of drafting team in the Department's correspondence unit
My education
2004
-
2008
Balliol College University of Oxford
Masters, Oriental Studies
Masters, Oriental Studies
1999
-
2004
Longslade Community College
Secondary, French (Minor in Chinese)
Secondary, French (Minor in Chinese)
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