Summary
Overview
Work history
Education
Skills
Volunteering
Timeline
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Deryck Shepherd

Summary

Results-driven professional specialising in product strategy and management, with a strong focus on pricing optimisation and customer acquisition. Expertise in multi-channel marketing, financial modelling, and go-to-market planning to enhance business growth. Proven ability to leverage data-driven insights for strategy optimization and measurable outcomes. Dedicated to fostering innovation and achieving sustainable success in competitive markets.

Overview

29
29
years of professional experience

Work history

Global Customer Advisory Board Member

HubSpot
01.2024 - 02.2025
  • Appointed to advise HubSpot C-Suite and other senior leaders to help guide the direction and strategy of HubSpot's existing and future CRM solutions through improving AI capabilities, product functionality and experience.

Chief Commercial Officer

Connect Fibre
11.2021 - 12.2024
  • Start-up full fibre broadband provider. Remit to rapidly create and manage a profitable customer focussed broadband service. Key founding member of SLT that determined overall company strategy, area selection, and build targets.
  • >10% market share within 12 months in launch markets, key financial KPIs (ARPU, CAC, churn) ahead of budget.
  • “Excellent” Trustpilot ratings and 60+ NPS through focus on providing exceptional customer service.
  • Agreed divisional strategy and KPIs; built multi-channel online and offline customer acquisition programme, Recruited and trained team of over 60 FTE.
  • Fast-tracked vendor selection and deployment of key systems and products delivering quad-play (broadband, tv, phone, and mobile), Wi-Fi 7 routers, HubSpot CRM/CMS, and billing platforms.
  • Start-up full fibre broadband provider. Remit to rapidly create and manage a profitable customer focussed broadband service.

Managing Director

YouFibre
01.2021 - 07.2021
  • Start-up full fibre broadband provider providing disruptive propositions and speeds up to 10Gbps. Headhunted to lead retail business including pricing, proposition, marketing, sales, customer service and network.
  • Participated in infrastructure fundraising and due diligence rounds securing additional investment >£100m.
  • Created new operational model, rapidly growing team from 6 to 21 FTE in under 3 months.
  • Overhauled GTM, sales & marketing strategy increasing use of digital and other channels to grow weekly sales by over 200%.
  • Conducted customer service deep dive resulting in vastly improved CSAT and Trustpilot “Excellent” ratings.
  • Start-up full fibre broadband provider providing disruptive propositions and speeds up to 10Gbps.

Chief Customer Officer

Lightspeed Broadband
12.2019 - 01.2021
  • Founding SLT member of start-up innovative FTTP broadband provider. Responsible for using pricing, propositions, and all resources to drive acquisition, retention, and ARPU growth. Remit included base management, digital experience, sales, brand, marketing, and PR/media leadership.
  • Participated in several infrastructure fundraising and due diligence processes between £30m - £300m.
  • Devised proposition, pricing, product and strategy for consumer, SMB, enterprise, and wholesale customers.
  • Developed innovative challenger brand, digital experience, CRM system and multi-channel GTM programme.
  • Built from inception sales, marketing, proposition, product, and digital functions in preparation for go live.
  • Founding SLT member of start-up innovative FTTP broadband provider.

Global Product Marketing Director

Experian
01.2019 - 11.2019
  • Drove worldwide growth of fastest growing global division. Collaborated closely with senior global leaders across product, marketing, and sales to develop compelling propositions and GTM excellence.
  • Led cross-functional team to overhaul and expand Experian's decisioning and analytics strategy & vision.
  • Conducted global research project to help shape and inform Experian's cloud strategy and future propositions.
  • Created global GTM plans and materials for PowerCurve, Marketswitch, AIVA and Digital Assist.

Director

DZS Consulting
01.2016 - 01.2019
  • Product & proposition consultant providing advice to digital, telecoms and IT companies. Advised boards and senior management teams on product transformation, pricing optimisation, market entry and go to market planning.
  • Created and secured FTSE250 SLT approval for fibre broadband and telephony product strategy and pricing, delivering revenue growth and higher customer satisfaction through greater choice and 1Gbps fibre speeds.
  • Produced product migration plan against new portfolio including modelling fiscal impact and guided internal teams through implementing agile product delivery.
  • Devised mobility strategy, produced MVNO white paper for shareholders, and sales & marketing transformation plan to invigorate mobile cross-selling and customer acquisition.
  • Product & proposition consultant providing advice to digital, telecoms and IT companies.

Commercial Marketing Director

Sage
12.2014 - 12.2015
  • Full product, P&L, and proposition ownership of largest £200m division. Remit to accelerate revenue & subscription growth; deliver product modernisation, drive new customer acquisition, and build stakeholder engagement with team of twenty-two.
  • Delivered record 7% P&L, 9% recurring revenue and >30% Software subscription revenue growth through new portfolio launch, agile development, customer acquisition and channel optimisation.
  • Created product marketing plan to treble SMB customer acquisition & accelerate subscription growth.
  • Developed and launched auto enrolment pension module integrated with leading pension providers, with 58% uptake through introducing an effective cross-sell campaign.

General Manager, BT Wi-Fi

BT
02.2012 - 11.2014
  • Responsible for strategy and utilising assets including mobile apps, marketing & site partners to drive usage of BT's 5.5m wi-fi hotspots. Managed team of twenty.
  • Delivered >£100m benefit to BT, doubling usage to over 3m active users and 4Bn minutes per month via multi-channel marketing plan and brand relaunch to drive adoption by BT & non-BT users.
  • Overhauled Wi-Fi product strategy to secure Capex investment sign-off to support BT's 4G and fibre plans, facilitating “marque” managed site wins including Starbucks, Barclays, HSBC & Tesco.
  • Led agile product team providing automatic hotspot login experience for users on all mobile platforms liaising with handset manufacturers including Apple and Microsoft, and development of managed wi-fi platform.
  • Selected for ‘Talent Pool' – top 1% of managers who are earmarked for senior roles.

Founder

Eureka Consulting
11.2009 - 01.2012
  • Consultant specialising in Search Engine Optimisation (SEO), website design, revenue optimisation and application development. Managed team of eight.
  • Produced SEO optimised content for leading organisations including LG, Microsoft, and Samsung.
  • Developed online application to tag and improve metadata of music libraries.
  • Computer Weekly IT Blog Awards Winner 2010.
  • Consultant specialising in Search Engine Optimisation (SEO), website design, revenue optimisation and application development.

Head of Online & VAS

BT
10.2006 - 10.2009
  • Reported to the Commercial Director. End-2-End product and P&L owner for all BT Consumer online & Value-Added Services, including commercial ownership of BT Consumer's partnerships with Yahoo and Google.
  • Negotiated and implemented extremely sensitive 3-way deal to replace Yahoo's search engine with Google's.
  • Provided weekly updates to BT Retail CEO.
  • £20m+ EBITDA improvement delivered.
  • Product managed BT Yahoo portal and P&L. Grew to 20th most visited site in the UK.
  • Led agile product team providing automatic hotspot login experience for users on all mobile platforms liaising with handset manufacturers including Apple and Microsoft, and development of managed wi-fi platform.

Senior Product Manager

Telewest (Virgin Media)
03.2003 - 09.2006
  • P&L & product ownership of all consumer online services and content including Google search, security, and email.
  • Delivered significant revenue increases, tier mix improvement, and £2m+ p.a. platform operational savings.
  • Performed review of all online services provided by Telewest & ntl to identify merger synergies.
  • Created migration plan for unifying existing and future services during merger.
  • Led partner selection and launched online security service PCGuard.
  • >40% adoption and 10% improvement in broadband tier mix within 9 months, driven by execution of product marketing plan.

Business Development Manager

Vizzavi (Vodafone Subsidiary)
01.2001 - 10.2002
  • ECommerce, online and application business lead for mobile ISP start-up. Product, proposition, and P&L ownership.
  • Launched UK's first combined WAP & SMS shopping service as part of Popidol sponsorship.
  • Created Vizzavi's eCommerce strategy.
  • Launched UK's first combined WAP & SMS shopping service.
  • Content & services lead on team that created Vodafone's strategy and product roadmap for GPRS and 3G.

Senior Business Development Manager

Freeserve
05.1999 - 12.2000
  • P&L, business development & product management ownership of eCommerce & online services for ISP start-up.
  • Created team of nine to launch new online shopping portal.
  • Ownership of partner recruitment and management.
  • Devised Freeserve's eCommerce strategy, securing board approval. Negotiated and implemented all partnerships as part of new online shopping service.

Corporate Finance Associate

ARC Associates
01.1998 - 04.1999
  • Delivered Technology, Media, and Telecommunications (TMT) advisory and investment banking services. Completed several successfully fundraising projects and JV creations for clients including Acorn, E*TRADE UK, and Ingenta Plc.

Associate Consultant

LEK Consulting
09.1995 - 12.1997
  • Performed strategic and financial projects in a diverse range of global industries, including sophisticated valuation modelling. Appointed to Boston office for six months. Managed 1- 3 Associates on projects.

Education

Bachelor of Arts - Economics & Politics

University of Cambridge
Cambridge
1992 - 1995

A-Levels - Maths A, Further Maths A, Physics A, Chemistry A

High Pavement College
Nottingham
1990 - 1992

Skills

  • Product strategy and management
  • Pricing optimisation
  • Customer acquisition and retention
  • Multi-channel marketing
  • Financial modelling
  • Go-to-market planning
  • CRM integration

Volunteering

  • 2021 - 2023: Governor, Rushcliffe Spencer Academy
  • 2019: Board Trustee, Lakes Academies Trust
  • 2018 - 2019: Governor, Water Hall Primary School
  • 2006 - 2012: Online Advisor, Global Neuroscience Initiative Foundation
  • 2005 - 2006: Sixth Form Mentor, Richmond upon Thames College

Timeline

Global Customer Advisory Board Member

HubSpot
01.2024 - 02.2025

Chief Commercial Officer

Connect Fibre
11.2021 - 12.2024

Managing Director

YouFibre
01.2021 - 07.2021

Chief Customer Officer

Lightspeed Broadband
12.2019 - 01.2021

Global Product Marketing Director

Experian
01.2019 - 11.2019

Director

DZS Consulting
01.2016 - 01.2019

Commercial Marketing Director

Sage
12.2014 - 12.2015

General Manager, BT Wi-Fi

BT
02.2012 - 11.2014

Founder

Eureka Consulting
11.2009 - 01.2012

Head of Online & VAS

BT
10.2006 - 10.2009

Senior Product Manager

Telewest (Virgin Media)
03.2003 - 09.2006

Business Development Manager

Vizzavi (Vodafone Subsidiary)
01.2001 - 10.2002

Senior Business Development Manager

Freeserve
05.1999 - 12.2000

Corporate Finance Associate

ARC Associates
01.1998 - 04.1999

Associate Consultant

LEK Consulting
09.1995 - 12.1997

Bachelor of Arts - Economics & Politics

University of Cambridge
1992 - 1995

A-Levels - Maths A, Further Maths A, Physics A, Chemistry A

High Pavement College
1990 - 1992

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Deryck Shepherd