Andre Santos

Freesat is a Free to View platform to rival Sky, which overhauled its model to a vertically integrated business. Managed a team of 12 marketeers. ●Senior Leadership: Member of the Management Team and regularly attended Board meetings. ●Marketing Transformation: Overhauled the Marketing function from Brand-only to blend of Brand, Acquisition & Retention; leading to overachieving on targets in year 1. ●Team Leadership: Guided and developed a team of 12 people across Campaigns, PR, Sales, Digital, Editorial and Retention. ●Integration planning: Ensured staff retention throughout the Freesat/DUK integration process through rigorous planning of internal comms; ensuring all staff remained motivated throughout. ●Commercial Development: Guided the change retailer relationships from Marketing-led to commercial one, ensuring we achieved 6% higher margins than business cased. ●Brand Strategy: Developed Freesat's new positioning – away from Free and into Freedom – resulting in 11% change in Top 3 consideration. ●D2C Development: Oversaw the creation and delivery of our Direct-to-Consumer proposition, which delivered £230,000 gross margin in its first year. ●Customer Experience: Established Freesat's Customer Experience department and principles to deal with an uplift of customer contacts of 230% in the first 3 months. ●Retail Marketing: Oversaw Freesat's total retail marketing presence, ensuring clarity and consistency throughout all out touchpoints.

TPO is a purpose-led MVNO which donated part of its profits to a customer's chosen charity. ●Commercial Development: Drove a 6% increase in direct traffic conversion through test & learn. ●CRM Strategy: Improved CTRs on CRM by 11% through a revamped strategy for Welcome, Upsell and ongoing customer communications. ●Media Strategy: Overhauled media strategy, moving it from digital only to a balanced approach, which delivered 8% uplift in sales through the website. ●PR Development: Secured 35 radio interviews and 18 pieces of press coverage in trade and consumer titles.

O2 is one of the largest mobile operators in the UK. I managed the acquisition activity across the Pay Monthly handset and SIM-only businesses as well as Pay As You Go. ●Performance Marketing: Decreased CPAs from £235 to £56 through continuous optimisation of performance channels (SEO, PPC, Social and online display). ●Marketing Effectiveness: Improved media ROI by 8% through remodelling of econometrics to include product halos and different types of campaigns. ●Marcomms Strategy: Created a new layer of communication and messaging hierarchy that drove the highest ROI (measured via Econometrics) and a media efficiency of 12%. ●Marcomms Planning: Changed activity planning from quarterly to 6-monthly ensuring better planning and appropriate support from the business. ●TTL Campaign Delivery & Budget Management: Oversaw the quarterly budget (c.£12-15m) for TTL media, including TV, radio, OOH, social, paid and digital display.

Worked across the Pay Monthly Handset and SIM-only parts of the business as well as within the new business areas looking at digital wallets, train, healthcare and payment applications. ●Customer Insight: Drove a 6.3% uplift via a change in strategy for SIM-only, driven by end user research. ●Media Innovation: Established Twitter as a viable advertising channel as well as creating the business case for DRTV for SIM-only, which is now a critical channel for O2's acquisition activity. ●Go To Market Planning: Launched new propositions to market including O2 Health, O2 Wallet and O2 Trains. Other Employment 2001-2012 Various positions held in Technology advertising agencies and as Assistant Brand Manager for Audio/VAIO at Sony Europe. Key highlights include: ●Category launch: Launched e-reading category in the UK trebling forecasted sales within the 1st year ●Lead Generation: Re-invigorated Alcatel Lucent's event marketing strategy, leading to a 40% improvement in registration rates and a 23% increase in attendance. ●Promotional Delivery: Drove Walkman's market share from 7% to 12% via promotions & instore executions. ●International campaign: Delivered international campaigns for Freescale, HP and StarAlliance across as many as 23 languages.