David Tyers

Developed strategic marketing frameworks and customer propositions for scale-up businesses, including Shepper and Matchbox, enhancing brand positioning and go-to-market strategies to increase customer engagement and revenue potential.

Served as interim CMO for Lumo Health, successfully repositioning the digital B2B mental health platform's proposition to enable better market engagement and drive growth and market penetration.

Generated $8M in new business sales, breaking previous direct sales records, by establishing a value-based marketing strategy focused on insight, creative services, marketing automation, and lead generation excellence.

Trebled B2B social channels audience, unlocking new sales opportunities and raising brand visibility through a regular drumbeat of messaging.

Improved customer satisfaction scores by 58% and increased online claims submission by 44% by orchestrating a new digital CX strategy focused on corporate customer cohort needs.

Achieved 1BN viewers through Premier League advertising and played an integral role in the successful launch of a $125M Government of Guam health scheme for 25K members.

Maximized return on marketing spend by deploying Salesforce for optimized customer communications and Workfront for creative workflow, championing the customer voice.

Delivered a time-critical digital platform in adherence with impending regulation, recovering a project that had six months of no progress to meet timescales without compromising quality.

Achieved 2,000% sales growth for the equity release business and hit direct lifetime annuity sales targets of £37M by designing powerful marketing materials that supported product launch.

Reduced marketing headcount by 23% and lowered cost base by 17% by implementing a newly designed target operating model, enhancing campaign planning and execution.

Mapped and reviewed the complex marketing structure, recommending a new target operating model to optimize operations.

Set vision for a rationalized brand structure, challenging local management teams to reduce CPAs and lower budgets.

Realized 15% YoY lead growth with a limited budget by initiating a new marketing program that powered lead flow to the branch network.

Increased cross-sales by 15% and add-on product penetration by enhancing in-house telemarketing capability and defining a cost-effective, hyper-local price proposition.

Key driving force behind the £1BN sale of RAC, generating £250M ahead of expectations by shifting from £11M loss in 2009 to £4M profit in 2011 through improved marketing and an overhauled distribution/pricing model.

Increased Aviva UK Direct Insurance brand attribution from 35% to 96% and drove up renewal rates by 6% points, introducing online self-service capability that saved £2.6M annually and achieved 70% customer take-up.

Beat direct insurance sales target by £62M and delivered record profit for RAC of £59M, bettering the communications proposition and devising the digital insurance aggregator proposition.

Led the rebrand of Norwich Union to Aviva, changing consumer perception and driving business growth with an innovative risk selection and pricing strategy.

Headed development of the Paul Whitehouse 'Get the Aviva Deal' integrated campaign, achieving 96% brand attribution vs. previous campaigns in the 30% range amidst portfolio decline.

Generated 35% customer growth and doubled profitability as a member of the management team that turned around several years of decline, playing a lead role in M&A activity that drove revenue and optimized the core business model.

Masterminded and delivered an award-winning omnichannel marketing campaign (IDM Diamond Business Effectiveness accolade), memorably showcasing real consumer benefit of AA insurance.