Aimee Latimer

I can bridge the language gap companies find between their data and commercial teams, by pairing the ability to process and analyse complex data with an understanding of what facts corporate teams need to succeed. This makes me able to propose and produce targeted research that is engaging, relevant and accessible for a wide array of specialties. 

In my latest role at a large lending firm (+£1 billion loaned to customers in 6 years), I established a new commercial insights function that put data at the forefront of decision making. 

In my latest role at a large lending firm (+£1 billion loaned to customers in 6 years), I established a new commercial insights function that put data at the forefront of decision making. Achievements include:

• Set up AB testing frameworks that we used for Direct Mail Campaigns, which lead to us only repeating campaigns that delivered a 20%+ higher rate of engagement than the alternatives.
• Learned SQL in 3 months via a mentorship programme and passed an internal certification. I use SQL to build all my own reports. 
• Analysed the most effective comms channels, and ROI on Letter Mailers and printed materials. Lead to the cancellation of printed brochures, 17% increase in effectiveness of comms campaigns, and cut off rules to only circulate Letters to clients – via B2C marketing structures – with a customer reach of more than 17,000 people.
• Developed a matrix to determine which clients cost more to service than they brought in in profit, which influenced the decision to renegotiate contracts with 60% of clients. 
• Determined points of drop off in Sales journey, leading to Sales team to change strategy.
• Created indexes for pairing a multitude of data sets and worked on identifying erroneous data warehouse records in collaboration with BI team leading to a 7% reduction in duplicate records. 
• Researched customer profiles and product preferences, which heavily influenced Marketing campaigns. 
• Visualised company Commercial-specific data for the first time by setting up interactive Tableau and Google Sheet dashboards to monitor product launch performance and sales volumes. These created simple charts for team members to paste and use across internal and external reporting.
• Write a monthly report on product revenue volumes and drivers of fluctuations for the Board. 
• Analyse web traffic and drop off rates and wrote paper on how to maximise the customer user journey. 
• Upskilled team members of reading and presenting data, resulting in overhaul of client external reports from simply sending monthly data tables, to account managers presenting in person power points featuring story telling through data and annotated graphs. 
• Track staff performance against various targets, which is used for performance reviews.
• Conduct statistical analysis, including creating sample sizes, probability bell charts, statistical significance calculations and trend forecasting. 

• Certification in Data Analysis for Management from The London School of Economics and Political Science (LSE) 
• PRINCE2 Project Management Foundation Certificate 
• University of Liverpool, English Degree (2:1)