Nathan Yates

Creating, owning and delivering the CVM strategy for Vodafone Insurance and the cyber security product Secure Net. Driving commercial performance through multi-channel campaigns & e-commerce initiatives, with a focus on optimizing targeting, segmentation, & A/B testing.

Responsible for financial forecasting and performance analysis, enabling the tracking of in-quarter position against budget KPI’s. Collaborating with, and at times leading stakeholders across Go-To-Market, Product, and Analytics, ensuring alignment with key business priorities.

Leveraging data insights to inform strategic decisions and identify new opportunities, while translating complex information into clear, actionable recommendations for senior stakeholders.

• Developed Vodafone's first-ever tailored CVM strategy for insurance, leading to a +35% YoY growth in sales
• Executed the launch of the Screen Damage insurance proposition, building a data-driven testing roadmap that delivered +13% sales vs budget
• Collaborated with the Big Data team to create an insurance-specific propensity model, refining targeting and increasing average BAU conversion rates by +10%
• Developed Vodafone’s first ever tailored CVM strategy for Secure Net, delivering an +15% increase in customer retention rate after 24 months
• Led a large-scale retention marketing campaign (1.7 million comms) for Secure Net, preventing 6.8k customers from churning and generating a significant increase in lifetime value

Owning and maintaining a robust sales forecast across direct channels for key vendors, including Apple, Google, Oppo, and Honor. Collaborating cross-functionally to manage demand, mitigate risks, and identify commercial growth opportunities.

Acting as a subject matter expert in device operations, optimizing stock levels using sales data, segment databases, and inbound plans to align with business and supply chain targets. Ensuring strategic alignment with key stakeholders, securing consensus on quarterly plans

• Delivered an accurate weekly forecast across assigned vendors, consistently meeting the 80% forecast accuracy (FCA) target by leveraging key business analytics
• Initiated and led a weekly Apple sync meeting, presenting to senior stakeholders across commercial, trading, supply chain, and base marketing—driving alignment, tracking key actions, and implementing solutions to resolve issues
• Worked closely with Props teams on key proposition launches such as EVO, translating commercial ambitions into actionable demand impact scenarios within tight timeframes
• Developed proficiency in Power BI, using dashboards to analyse and visualize device performance, creating data-driven reports and presentations for key stakeholders
• Developed advanced Excel skills and data visualization techniques, enabling thorough analysis to validate recommendations and strategic decisions

Collaborated within a highly agile, cross-functional squad to create and optimize digital content for Vodafone and its affiliates. Produced written content, high-fidelity prototypes, and marketing assets using tools like Adobe Photoshop, After Effects, and Figma.

Managed and modified live content through Contentful and other CMS systems, ensuring alignment with major campaigns like Black Friday and the Winter Sale. Utilised analytics tools such as Adobe Analytics and Decibel to refine content performance, improving key engagement metrics

• Worked closely with product owners, scrum masters, and e-commerce teams to deliver high-quality content on time
• Redesigned Vodafone’s mobile broadband landing page, earning a House Red award after driving a +30% increase in average monthly visitors, reducing bounce rate from 60% to 40%, and tripling session duration
• Received a second House Red award for leading Digital Spirit Squad initiatives, boosting team engagement scores by +7 points
• Played a key role in launching new enterprise IoT propositions, contributing to both copy and design to ensure a compelling customer experience
• Developed Messaging Matrices for major consumer propositions like EVO, Vodafone Advantage Scheme, and Vodafone Insurance—effectively positioning products for target audiences and highlighting key USPs
• Applied UX principles to optimize content, enhancing usability and accessibility to improve customer engagement

Provided exceptional customer support for First Direct, handling a wide range of banking queries while ensuring industry-leading service standards

• Proactively promoted digital banking solutions to enhance customer experience and streamline processes
• Built strong rapport to identify customer needs and recommend suitable financial products, including savings accounts, credit cards, mortgages, and insurance
• Worked cross-functionally with internal teams to resolve customer requests efficiently and continuously expanded expertise through additional accreditations and system training
• Consistently met and exceeded key performance indicators, maintaining high service standards
• Achieved strong call quality scores, excelling in the bank’s soft skills matrix
• Regularly surpassed targets for guiding customers toward savings accounts and financial products, enhancing their banking experience
• Earned trust to take on additional training in Visa, Digital, and Banking Solutions, expanding expertise to better support customers