JO BARRIL- (mobile);-
Personal Profile: A highly motivated individual with over 15 years experience in analytical and strategic roles. At the BBC, Disney, CNN and QVC, I have acquired extensive knowledge of the online retail and broadcasting industry by managing a wide range of international research projects for their online propositions. At Auto Trader I have been able to expand my expertise in the online classifieds market by leading brand measurement and online/TV campaign work. In my current role, have also been able to strengthen my skills by managing a team of international analysts, advising on website & campaign optimisation opportunities and contributing to the overall marketing and optimisation strategy for the QVC digital teams
Personal skills/sources: Tableau, SQL querying & Data Mining, Azure Cloud Databricks, Azure Data Studio, basic Python, Google Analytics (GA Universal Analytics, GA4, BigQuery, Google Data Studio/Looker), Adobe Analytics, Microsoft Synapse, Monetate, Coremetrics, Hyperion, advanced Excel, Monetate (AB testing/personalisation), SimilarWeb, Clicktale, SessionCam, Brandwatch, Hitwise, TGI, ComsCore, Tealium Tag Manager, LeanPlum (mobile), Nielsen NetRating & Ad Dynamix, Sprinklr / Second Sync / Sysomos (social media), M:Metrics & Bango (mobile), AdvantEdge TechEdge (BARB), EMS, Confirmit, online panels, surveys, Agile methodology and quantitative & qualitative research
PROFESSIONAL BACKGROUND
QVC, London Mar17-current
Senior International Digital Analyst
· Leading campaign measurement/optimisation projects, such as a site-wide tagging naming convention templates set up, AB /MVT testing programme & analysis, personalization, upsell/cross-sell recommendations engine management and reporting
· Managing a team of analyst across countries to provide an homogenous view of web/app performance in line with e-comms long term strategy to drive user engagement & conversion: metric definition, managing issues and differences in methodology, monitoring implementation of new features across markets and reporting.
· Part of a team to migrate analytic providers from Acoustic (old Coremetrics) to GA4.
· Creation of Tableau reports, using SQL and DW data, to support initiatives to increase ROI and conversion within the marketing funnel -e.g. creating a Checkout funnel report to highlight pain points with various audiences, leading to an increase in conversion (+3% increase)
· Part of a team to launch two new initiatives: a new Blog for Beauty (Tili Blog) to drive acquisition strategy and PR, and Qurio app (video social reviews service) to drive retention strategy: responsible for analytics and set up of tracking for measurement in GA Universal Analytics, GA4, Adobe Analytics and Acoustic Analytics.
· Development of the e-commerce AB/MVT testing strategy driving over £500k incremental revenue per year: ideation, prioritization, delivery and analysis of tests with Content Developers and Designers, using Monetate, to improve on-site optimization, e.g. Analysing AB testing results for Department pages modules, which led to improvements in online real estate allocation and contributed to enhancements on the masthead & its future development iterations
Samsung / Jarmany, London Sep16 – Mar17
Senior Digital Analyst
· Managing ad-hoc projects in the Samsung Digital team to provide insights on user journeys and conversion optimisation by using various tools, such as Adobe Analytics, Brandwatch, etc
· Managing and advising on the acquisition of a Click Tracking tool (Click Tale / Session Cam) POC and integration with other analytics tools (Adobe Analytics, Test and Target) to deliver deeper insights on customer user journeys and conversions
Auto Trader, London Mar 2014 – Jul 2016
Senior Online Analyst
· Contributing to the short/long term strategy of growing audience and retention by gathering requirements from various teams, advising on KPIs / metrics, and delivering against objectives
· Compiling and analysing Web Analytics data on own performance and the competition by using a variety of sources (Hitwise, ComScore, GA, etc) to inform development teams, sales and marketing
· Managing all aspects of the company's brand tracker survey to measure the health of the brand & campaign performace, including the transition to a new provider to improve methodology and use of our new segmentation model into the tracker
CBS, London Dec 2013 – Mar 2014
Senior Analyst
· Carrying out market analysis of CBS programmes and channels on TechEdge in order to increase audiences
Channel 4, London Jun / Sep 2013 (Contract role)
Research Consultant
· Conducting a project on social media platforms in order to understand dual screening behaviour and test advertising on programme related apps
· Running and analysing sponsorship/ad and social media data on Second Sync, Sysomos and TechEdge for contract renewals
CNN, London Oct 2012 / May 2013 (Contract role)
Senior Digital Analyst
· Managing the development of an online measurement system to track our brand’s social media interactions and pages
· Compiling and analysing Web Analytics data, and managing projects in order to deliver the correct tracking to the CNN sites
AUDITSTAR, London Sep 2011 / Mar 2012
International Planner
· Carrying out market analysis of top leading telecoms, automotive, FMCG and pharmaceutical brands’ advertising campaigns (e.g. T-Mobile, BMW, Bosch, Boehringer)
· Reviewing media plans on various platforms (online, TV, radio, press, OOH, cinema) for international clients and making strategic recommendations in order to optimise marketing efforts and ROI
ITV, London Feb / Aug 2011 (Contract role)
Research Consultant
· Exploring merchandising and licensing opportunities for ITV brands in order to capitalise on brand extension and ROI
· Carrying out qualitative and quantitative research projects and market analysis of the performance of ITV programmes – e.g. questionnaire design on the Vision Panel, and analysis of results
THE WALT DISNEY COMPANY, London Jul 2010 / Jan 2011 (Contract role)
Market Analyst – EMEA
· Carrying out market analysis in order to understand time-shifting viewing, including pirating, streaming and downloading
· Guiding strategy plans for Marvel titles by compiling box office and TV ad revenues, and TV ratings data amongst other
· Analysing ratings/share data for ABC programmes and compiling international performance trackers for the marketing team
BBC, London 2003 / 2010
Online Market Analyst / Online Executive
· Commissioning international research projects for development of strategy plans for the BBC web site on various platforms
· Managing projects from start to finish – e.g. setting KPI’s, writing briefs, questionnaire design, sample frame and discussion guides design, compiling report findings and presenting insights to stakeholders
· Collecting and analysing data from a variety of sources, from web analytics, to online panel, trackers and surveys – e.g. Nielsen, Hitwise, TGI, ComsCore, Omniture Sitecatalyst, etc
· Project managing the development of the award winning BBC Homepage and of a system to allow bbc.com to carry advertising using Agile methodology
EDUCATIONAL BACKGROUND
LondonMasters Degree in Marketing
Oct 01/ Sept 02LONDON METROPOLITAN UNIVERSITY
BarcelonaBA Degree in Media, specialising in Advertising and Public Relations
Sep 94/ June 98RAMON LLULL UNIVERSITY
LANGUAGES
· Mother tongue Spanish and Catalan; fluent written and spoken English; advanced written and spoken Swedish, basic Italian and French
