Summary
Overview
Work History
Education
Skills
Timeline
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Richard Smithies

Derby

Summary

A commercially focused data science and analytics leader, with over 30 years experience leading Science, Consumer and Marketing teams to make better decisions using data. Experienced in wide ranging of industries including Tech, Financial Services and Retail. Empathetic leader who cares deeply about the teams he leads and the peers he interacts with.

Overview

35
35
years of professional experience

Work History

Senior Data Science Mgr - Fraud & Care

Deliveroo Plc
12.2023 - Current
  • Responsible for 3 data and science teams working to improve customer service and operational efficiency and reduce fraud and abuse.
  • Compensation optimisation; fraud detection and prevention; alerting and monitoring; financial payment optimisation.
  • ML to detect fraud and abuse; GenAI and LLM development to automate and optimise agent and self serve performance in customer care; causal inference to understand drivers of profit and growth in the care space


Snr Data Science Manager - Consumer

Deliveroo Plc
04.2021 - 11.2023
  • Responsible for 6 different data and science teams, including marketing, CRM, loyalty, recommendation science, pricing, market intelligence.
  • Targeting and performance marketing optimisation; marketing mix modelling; loyalty proposition development and optimisation; personalisation; consumer experience analytics; product analytics and experimentation.


Director of Analytics

Barclays Bank Plc
08.2017 - 03.2021
  • Responsible for omni-channel targeting and below the line marketing.
  • Targeting includes marketing selections, propensity modelling machine learning algorithms and delivery of prompts to agents. Includes SalesForce marketing cloud and Real Time Decision Engine.

Director Personalisation & Digital Analytics

Barclays Bank Plc
12.2014 - 07.2017
  • Responsible for digital Analytics, conversion optimisation and personalising the digital experience for Barclays customers.
  • Role involves integrating offline and clickstream data to improve targeting effectiveness, maximising the use of Adobe Test and Target and Site Catalyst products and development of recommendation and decisioning solutions to fully personalise sales and service offerings.
  • Pioneered use of MarTech, Adserver and DMP capability within Barclays.

Director of Insight

Dunnhumby Plc
10.2013 - 11.2014
  • Responsible for directing analytics personalisation & science programme for Tesco, including algorithm development, propensity modelling, segmentation and customer insight.
  • Successfully implemented personalisation Science solutions across online and offline channels through implementation of online recommenders and personalised marketing campaigns.

Head of Analytics

BNP Paribas
05.2009 - 09.2014
  • Responsible for all database marketing, reporting, contact management and analytics within the company.
  • This included development of suite of propensity models to predict customer behaviour, segmentations to develop customer understanding and development of customer profitability algorithm to enable value management strategies.


Head Portfolio Management

Banco Santander Plc
09.2006 - 05.2009
  • Commercial product marketing role, responsible for management of A&L current account portfolio, including development of active base, retention, overdraft pricing and strategy & regulatory compliance.
  • Developed daily overdraft pricing model, which changed current account market.

Head of Insight and Analytics

Alliance & Leicester Plc
12.1998 - 05.2006
  • Various head of analysis and marketing science roles. Marketing analytics, contact management and database development. Pioneered use of data drive prompts in branch network.

Snr Marketing Analyst

Lloyds TSB Plc
01.1993 - 12.1998
  • Number of roles in the marketing analysis area, including management of all analysis and insight for product marketing teams. Developed specialist coding and SQL skills to extract, manipulate and analyse customer data

Marketing Analyst

Experian Plc
09.1989 - 12.1992
  • Worked across numerous industry sectors delivering geographical analysis of customer data, including catchment area mapping, geo-demographic profiling & micromarketing targeting

Education

BA (Hons) - Geography (2:1)

Lancaster University
Lancaster, UK
07.1989

Skills

  • People & stakeholder management
  • Strategic thinking; commercial acumen; growth generation
  • Causal inference (experimentation and non observational)
  • Machine learning; GenAI; LLM; statistical modelling
  • Marketing optimisation; MMM; attribution; funnel analysis
  • Targeting; personalisation; CRM; campaign analysis
  • Fraud detection/prevention; customer service analytics
  • Recommendation Science

Timeline

Senior Data Science Mgr - Fraud & Care

Deliveroo Plc
12.2023 - Current

Snr Data Science Manager - Consumer

Deliveroo Plc
04.2021 - 11.2023

Director of Analytics

Barclays Bank Plc
08.2017 - 03.2021

Director Personalisation & Digital Analytics

Barclays Bank Plc
12.2014 - 07.2017

Director of Insight

Dunnhumby Plc
10.2013 - 11.2014

Head of Analytics

BNP Paribas
05.2009 - 09.2014

Head Portfolio Management

Banco Santander Plc
09.2006 - 05.2009

Head of Insight and Analytics

Alliance & Leicester Plc
12.1998 - 05.2006

Snr Marketing Analyst

Lloyds TSB Plc
01.1993 - 12.1998

Marketing Analyst

Experian Plc
09.1989 - 12.1992

BA (Hons) - Geography (2:1)

Lancaster University

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