Tom Berry-Hopkins
Insight Analyst @Latchmill
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WORK HISTORY
Insight Analyst @Latchmill
Blackburn, GB
Working across multiple organisations and brands, including a multinational pharmaceutical and biotechnology company, to bring valuable insights that inform business decisions and drive their KPI\'s.* Creation and maintenance of reports and dashboards, including weekly, monthly, quarterly and yearly, tracking website metrics.* Delivering actionable insights that optimise business performance.* Improving website user experience and conversions with the use of Mouseflow by using session replay, heatmaps, and feedback.* Use Adobe Analytics to gather insights into both campaign and channel performance to present back to stakeholders.* Answer ad hoc website analytics queries from internal and external stakeholders.
EDUCATION
University of Derby
Chartered Institute of Marketing (CIM), Professional Certificate, Marketing
SKILLS
ABOUT TOM BERRY-HOPKINS
Experienced Analyst highly skilled in Google Analytics (UA & GA4 including 360 versions), Adobe Analytics, Google Tag Manager, Looker Studio, Microsoft Excel. Over 10 years experience analysing various segments of data, including qualitative and quantitative data. I have been trained to Green Belt Level of Six Sigma and have a Certificate in Marketing from the University of Derby. I am driven, diligent, and use analysis of data to put the customer first in everything I do. I have worked for the global leader in logistics, for the UK\'s largest pub retailer & brewer and the global leader in B2B distribution of electrical products, solutions and services. My roles have involved working across multiple brands with numerous internal and external stakeholders, which requires me to be an exceptional team player and a brilliant communicator at all levels.Being quality focused and never letting my standards drop is important to me, as well as consistently delivering on time. I do this by being a meticulous planner who can manage multiple work streams at pace and under pressure. I come from both an analytical and marketing background and have a broad understanding on all aspects of digital, including websites, eCommerce, CRM, Social Media, Gift Cards and Affiliate Marketing. My recent achievements include;• Identifying efficiency and cost savings by consolidating 2 analytics tools into 1• Increasing year on year Google Places website visits by 98% through the optimising of listings and the use of Google Posts• Growing online bookings by over 100% year-on-year by investigating the root cause of low conversion rates and working with the Operations, I.T. and the L&D team to implement training and changes in processes• By working collaboratively with the eCommerce team we created a merchandising plan for promoting gift cards on the websites and as a result we saw a 24% year on year increase in online gift card revenue• Implemented GA4 across 2 op co’s in 4 countries
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