About Andrew
I combine strategy consulting and senior marketing leadership experience to deliver growth, transformation and commercial performance.
As UK Marketing Director at IG Group, a FTSE 100 FinTech, I led the turnaround of a £300m business, returning it to double-digit growth after two years of decline. Previously I led IG Group's Global Marketing Strategy & Analytics, helping drive record revenues in four out of five years.
Before joining IG Group I held senior marketing, insight and planning roles at Sky and spent six years as a strategy consultant at Deloitte. I am currently working as a consultant in marketing strategy and transformation, with clients including Sky, Medivet, and The Aperto Partnership.
English
Native or bilingual
Can work on-site
London (up to 50km)
Experience
- IndependentMarketing and Transformation ConsultantBANKING AND INSURANCEMay 2025 - Today (1 year and 2 months)London, United KingdomSenior marketing and transformation consultant working with leadership teams on strategy, operating model design, and growth. Projects have included:
- The Aperto Partnership: Building a growth plan for Aperto, an advertising advisory firm, responding to changes to the Marketing Operating Model being driven by AI. Working closely with the founders to identify new propositions and positioning for the firm (current project)
- Renaissance AI: advised the founder of an AI adoption and training start-up on commercial strategy, go-to-market positioning and investor narrative (ongoing, light touch)
- Sky: Transformation consultant focused on sales and marketing, specifically on improving responsiveness to customer demand. Two concurrent projects: (1) strategy and operating models for innovation in Personalisation; and (2) review and long-term plan for ‘routes to market’ (sales channels) across Sky businesses (July – November 2025)
- Medivet: Developed growth strategy with the CMO focused on local practice differentiation and customer centricity, driving a subsequent transformation of the business. Provided Board reporting and PE investor updates on marketing strategy (June-July 2025)
- Marketing Effectiveness Awards: Final round judge (September 2025 and again in 2026)
- IG GroupUK Marketing DirectorBANKING AND INSURANCEApril 2024 - April 2025 (1 year)London, United KingdomResponsibilities: Directed a marketing team of 40+ FTE and a budget of £15m to turn around the UK business, delivering revenues of £300m through double digit client acquisition and revenue growth.
- UK business was down: -9% and -14% on revenue in the two previous years. Turned this around to deliver 11% revenue growth and a 115% increase on client acquisition volume
- Launched first new product for six years and first incentives campaign for eight years
- Changed design agency to shake up creative thinking and innovation
- Aligned budget and creative to seasonal and topical peaks (eg, Presidential election)
- Championed integration of Gen-AI across content teams to accelerate output
- Constant engagement with CEO through monthly Op Reviews and regular 121s
- Grew the total client base for the first time in three years while maintaining revenue-per-client and cost-per-acquisition: completing a successful turnaround
- IG GroupGlobal Head of Marketing Strategy & AnalyticsBANKING AND INSURANCEFebruary 2020 - March 2024 (4 years and 1 month)London, United KingdomResponsibilities: reported to the CMO and worked closely with regional leaders to identify, quantify and deliver on growth opportunities, both by geography and by product innovation.
- IG Group doubled revenues in the period and saw record revenues four years out of five
- Built and led strategy, analytics and insight teams ranging from two to 25 as we gradually brought together disparate analytical teams. This enabled faster and more pointed reporting to the CEO and CMO, and created a platform for regional teams to budget and plan
- Established a marketing effectiveness framework combining MMM, experimentation, creative testing and financial metrics to improve budget allocation and growth planning
- Implemented a new CDP to mitigate changes in marketing data collection and create a much more customer centric – and effective – digital conversion funnel (incl. CRM)
- Planned and delivered two organisational change programmes during this period as COVID created fluctuating dynamics in the business
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Education
- PhD in War StudiesKing's College London1998PhD in War Studies, including as visiting scholar at Duke University, NC. British Academy scholarship.
- MA (Hons)University of Glasgow1995MA (Hons) History, First class, including departmental prize.