Rob Brogan
Maidenhead
Summary
I have spent the last 10 years driving significant commercial and customer benefit in TELCO sales and service channels through compelling insight, clinical and effective measurement thinking / design, and the creative use of data to identify and execute optimization opportunities across a number of different channels.
I have significant experience specifically conducting digital insight and optimization activity, but have spent recent years managing bigger teams with bigger budgets, working agency side, and being accountable for building insight-led customer strategies holistically across all customer channels and touchpoints.
Overview
10
10
years of professional experience
Work history
Digital Analytics Lead
Vodafone
London, Greater London
2024.09 - Current
- Directly led team of 19 people (3 DR's) - covering Digital Analytics streams across Sales, In Life, Churchill and more recently LLM / GEO.
- Delivered improvements to daily operating model of Digital Analytics team resulting in 116% uplift in insight work this FY, driving 150+ performance optimization recommendations, and in turn £5.5m incremental contract value back to business.
- Operate as thought leader and problem solver for broader digital team – advising on how to build products and services in measurable way, and where feasible, driving culture of experimentation via innovative approaches to testing.
- Delivered new report suites, insight frameworks and KPI libraries to increase overall capacity for insight work in team and created robust foundation for accurate and efficient measurement of Digital performance.
- Worked closely with central data teams to build GCP infrastructure for upcoming Churchill Seamless Migrations, advising on necessary database structure to give clean view of performance.
- Most recently supported the early stages of the GEO / LLM / Agentic stream in Vodafone Digital - providing initial insight packs and engaging User Research team on schedule of activity.
- Rated as top performer and top talent in last EOYR.
Associate Director, Digital Analytics
Digitas UK
London
2024.03 - 2024.10
- Brought in to transform failing account and struggling relationship with client. Accountable for the end satisfaction of client (Samsung UK) with my Digitas digital analytics team (up to 4 direct reports, Adobe Analytics, Target, GA360 & ContentSquare).
- Actions to remedy included significant overhaul of team personnel to move away from existing contractor based offshore model to UK based perm model, automation of basic reporting processes (leading to four fold increase in AB test reporting throughput) and 80% reduction in flagship device launch reporting, correcting existing erroneous reporting that was leading to 50% under-call in traffic and revenue.
- Most significant achievement was repairing damaged relationships with senior leadership team and rebuilding trust, whilst significantly reducing spend on team headcount.
Head of Customer Journey Improvement
Virgin Media O2
London, Greater London
2020.08 - 2023.02
- Directly led team of 11 people (7 direct reports) & matrix managed squads of up to 25. Directly managed two functions; cross-channel analytics team responsible for generating insight on E2E customer journeys, and delivery team responsible for delivering identified improvements.
- Led on defining CX measurement and insight strategy across all channels during VMO2 merger, with specific focus on delivering and combining insight from suite of analytics tools (Adobe / GCP / Medallia / Voice data) to paint clear picture of how to achieve broader tNPS ambitions.
- Matrix managed extremely broad operational teams, mobilising them around common goals and pain-points, setting area-specific targets for complaint reductions, and influencing senior leadership team to prioritise CX improvement programmes in their area through creative use of data and storytelling.
- Co-ordinate regular industry evaluations to understand opportunities to "steal with pride" and keep up to date with latest digital analytics trends and technology.
- Influencing c-suite board members to make customer-led decisions based on insight; meet monthly with Chief Commercial Officer to discuss current pain-points. Notable successes include decision for O2 to become only major MNO not to reintroduce EU roaming fees, following compelling insight case built. More broadly achieved 40% reduction in complaints YOY in 2022.
Senior Digital Analytics Manager
O2
London
2015.10 - 2020.07
- Started as Digital Analytics and Optimisation Executive, obtaining two promotions. Led team of 3 people, responsible for driving O2 ecommerce site performance with view to driving conversion, improving data quality, and identifying successful AB test hypotheses.
- Insight and Analysis - Expert user of Digital Analytics tools. Intricate knowledge of multiple insight tools. Multi-year experience driving successful change from identification of conversion issues & opportunities. Fed successful pipeline of AB testing through identified opportunities.
- Data Quality - Supported delivery of high quality data through hands-on tag management and regular auditing. Wrote custom JS and developed strong understanding of Adobe data collection process and nuances. Led broader tag management projects for marketing tools; session replay (SessionCam) and VOTC (Medallia).
- Optimization - Identified, prioritised, delivered and analysed Adobe Target tests. Supported successful programme of optimisation driving c. £15m incremental GSV every year in role. Fed key learnings back into optimisation programme to iterate and evolve concepts.
- Reporting & Culture - Owned and built suite of reporting for all core functions of digital including trading, service, adoption, and digital marketing. Owned on-site survey tool (Medallia). Designed and delivered Adobe training programmes to over 100 people, driving data-led culture in O2 online and marketing teams.
Education
Bachelor of Arts - Politics, Philosophy and Economics (PPE)
University of York
YorkSkills
- Measurement thinking and design
- Digital Analysis
- AB testing and personalisation
- Data capture, quality and database design
- Digital insight tools
- Management (up to 19 people, up to 7 direct reports)
- Programme and matrix management
- Customer Journey Analysis
- NPS / VOTC analysis
Timeline
Digital Analytics Lead
Vodafone
2024.09 - Current
Associate Director, Digital Analytics
Digitas UK
2024.03 - 2024.10
Head of Customer Journey Improvement
Virgin Media O2
2020.08 - 2023.02
Senior Digital Analytics Manager
O2
2015.10 - 2020.07
Bachelor of Arts - Politics, Philosophy and Economics (PPE)
University of York