Andy Crellin
Director of Data and Insight @Powered By Data Ltd
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WORK HISTORY
Director of Data and Insight @Powered By Data Ltd
At Powered by Data, I lead data and insight initiatives, helping organisations realise their strategic potential through data. My role spans multiple areas including data science, data engineering, automation, business analysis, information delivery, client side data & insight team development and client lead functions, allowing me to work closely with clients across their full data journeys.Core responsibilities- Leading a team of data scientists, analysts, and engineers to develop bespoke data solutions- Building end to end automated insight delivery solutions- Collaborating with clients—from high-growth brands and media agencies to large charities—to ensure data strategies align with core objectives- Managing (and helping clients manage) the entire data lifecycle: acquisition, integration, analytics, visualisation, and information delivery.Some key highlights- CIOF Awards 2024- Winner: Most Innovative Use of Data to Drive Insight - Highly Commended: Most Powerful Insight using AI/ML - Highly Commended: Most Powerful Insight using Data Analysis- Built an LLM-driven insight pipeline for the Scouts, enhancing decision-making- Developed and implemented a data and insight strategy for an innovative energy provider- Delivered a comprehensive data, insight and dashboarding stack for a leading UK comparison site- Created an KPI-focused data, insight and visualisation solution supporting growth for a high-growth UK sports/fitness brand- Formed long-term partnerships with charities like Greenpeace, British Red Cross, and St. Mungos to sustain data-driven impact- Acted as a strategic partner for media agencies, providing data-backed insights to secure new business- Developed econometric marketing models for multiple clients, including for a Big 6 energy provider to support brand investment decisions.I’m passionate about delivering actionable insights, helping organisations optimise their data to drive impactful, strategic decisions.
EDUCATION
University of York
BSc (Hons), Theoretical Physics
SKILLS
ABOUT ANDY CRELLIN
Accomplished, commercially focussed, hands-on data and analytics leader with 20+ years’ experience client, agency- and consultancy-side, building and delivering data functions in fast-moving, consumer-facing environments. Proven record of influencing strategy and delivering measurable commercial outcomes by embedding analytics across marketing, product, finance and operations. Combines strategic leadership with a pragmatic, delivery-focused approach — equally comfortable rolling up sleeves to build solutions as leading teams. Strong track record of setting governance frameworks, partnering with senior stakeholders, and driving adoption of modern BI and data practices.Selected Achievements• CIOF Awards 2024 – Winner & Highly Commended for innovative analytics and AI/ML.• Built and delivered a LLM powered survey analysis tool for large charity, enabling leaders to act on free-text feedback at scale and make faster, evidence based decisions.• Marketing econometric models for a Big 6 energy provider, optimising brand spend.• Centralised insight stack for a major comparison site, cutting reporting times and enabling faster, self-serve BI.• Developed and led distributed analytics team at ResponseTap, creating new revenue streams via novel attribution.• Scaled analytics capability for high-growth consumer brands, including leisure operators and energy providers.• Set up and managed a hub-and-spoke analytics model at MoneySupermarket, balancing embedded analysts with a central support hub.• Transformed board-level decision-making at MoneySupermarket by leading the Leading with Insight programme, introducing live, dynamic dashboards.
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