ANTONY PHILLIPS
Summary
Commercial Customer Insight Manager with over 20 years' experience delivering data-driven decision making across retail and ecommerce. Experienced in transforming complex customer and commercial data into actionable insight that supports Trading, CRM, Ecommerce and Marketing teams to improve customer performance and drive commercial growth. Proven track record of developing enterprise customer segmentation, marketing effectiveness and self-service reporting capabilities, while influencing senior stakeholders through clear, evidence-based recommendations. A collaborative leader with extensive experience building analytical capability, developing high-performing teams and embedding customer insight at the heart of strategic decision making.
Overview
23
23
years of professional experience
Work history
Customer Insight Manager
NEXT plc
2021.05 - 2026.08
- Design and implement enterprise customer segmentation frameworks, including RFM model and Basket Behaviour analysis, to drive CRM targeting, personalisation and commercial decision-making.
- Partner with Trading teams to monitor customer, basket and sales performance, identifying emerging trends, opportunities and risks to support trading decisions.
- Deliver regular insight into customer acquisition, retention, purchasing behaviour and lifetime value to inform strategic planning and performance reviews.
- Support Marketing teams by evaluating campaign performance, profiling responding customers and analysing purchasing behaviour to improve future marketing strategy and targeting.
- Develop and maintain executive dashboards and reporting, enabling stakeholders to access timely, trusted customer insight through self-service reporting.
- Translate complex customer and commercial data into clear, concise recommendations tailored to both technical and non-technical audiences.
- Present customer performance, predictive insight and strategic recommendations to senior leadership, influencing business and investment decisions.
- Work closely with Ecommerce, CRM, Trading and Commercial teams to ensure customer insight is embedded within planning and decision-making across the business.
- Drive improvements in data quality, reporting processes and analytical capability to increase efficiency, consistency and confidence in customer insight.
- Manage, coach and develop a team of Customer Insight Analysts, setting priorities, supporting professional development and ensuring high-quality analytical output.
- Champion a data-driven culture by promoting the effective use of customer insight across the business and encouraging evidence-based decision making.
Senior Commercial Analytics Leadership Roles
Office Depot / Viking Europe
2013.01 - 2021.01
- Delivered over $20m commercial impact through analytics.
- Optimised $30m acquisition spend using lifetime value modelling.
- Implemented COGS framework delivering $10m annual savings.
- Led international analytics teams across three locations.
- Board advisor on commercial analytics and strategy.
Senior Marketing Analyst
Hillarys
2008.01 - 2013.01
Marketing Manager
Barratt Homes
2004.01 - 2008.01
Education
BA (Hons) - Business Administration (Marketing)
De Montfort University
Skills
- SQL
- Python
- Databricks
- Tableau
- Excel
- Customer Segmentation
- CLV
- Marketing Attribution
- Data Visualisation
- Dashboard Development
- Experimentation
- Statistical Analysis
- Commercial Strategy
- Customer Insight
- Data & AI Strategy
- Executive Communication
- Board Presentations
- Stakeholder Management
- Team Leadership
- Coaching
- Change Leadership
- Data Storytelling
Timeline
Customer Insight Manager
NEXT plc
2021.05 - 2026.08
Senior Commercial Analytics Leadership Roles
Office Depot / Viking Europe
2013.01 - 2021.01
Senior Marketing Analyst
Hillarys
2008.01 - 2013.01
Marketing Manager
Barratt Homes
2004.01 - 2008.01
BA (Hons) - Business Administration (Marketing)
De Montfort University