Dan leads the Insight Team responsible for all brand and communications research, Marketing Effectiveness and sport audience analysis for BT Group; covering Consumer and Enterprise requirements for BT, EE, Plusnet and BT Sport. He is a dedicated and adaptable insight leader, experienced at managing teams, particularly through change. He is skilled in Insight for brand and comms, customer immersion and marketing proposition development; winning several industry awards along the way.
Dan is driven by understanding why people choose brands and products, and what makes them tick. He is an ardent supporter of projects which can be a force for good (such as BT’s Hope United which tackled online hate), and strategic insight which is a source of competitive advantage. His desire to improve the lives of customers shone through when he designed and led BT Group’s first-ever customer immersion programme for the top 900 senior leaders: challenging their assumptions, and ensuring they take accountability for areas of customer experience to achieve long-term improvements.
During a brand planning secondment, he developed positioning and insight-led communications briefs for the “EE does broadband differently” campaign, leading to record high awareness scores. Prior to this, he led all the brand research for the launch of EE; from brand positioning, strategy and visual identity to creative development research, which saw Kevin Bacon hit our TV screens. Dan is passionate about the power of insight, and is a key volunteer for AURA: a not-for-profit client-side research organisation run by its members for its members. During COVID, Dan was part of a small team responsible for pivoting AURA’s product offer from face-to-face seminars to online; turning around commercial performance during incredibly tough trading conditions for members.
