Deputy Marketing
Director for Spanish Branch
July 2008- present
Reparalia - HomeServe
Insurance
Agency
(headquarters
Birmingham UK; Madrid branch Spain)
Anybody who
has watched as a burst pipe sends water pouring through the ceiling knows how stressful
a domestic emergency can be. It’s a fact that 86% of homeowners have suffered a
domestic emergency at some point, but home emergencies aren’t covered by most household
insurance policies and it is often hard to find a reliable, affordable
repairman in an emergency.
These are
precisely the needs that HomeServe set out to address when it was established
in 1993. Building a network of experienced, committed contractors, offering
customers the reassurance of approved engineers, a prompt response, generous
cover and claims limits and the convenience of having a single number to call in
an emergency.
Recognizing
that homeowners the world over face the same problems, HomeServe has expanded
internationally and now operates in the UK, US, France, Italy, Spain and Belgium.
With over 10 million policies with 4.5 million customers, continuing to grow
rapidly, following a clear strategy to become the first place people turn to
for home emergencies and repairs.
Functions:
- Marketing plan
- Market research and Insight
- Product development and
- Business development
- Campaign Management
- Forecasting
- High level reporting
Achievements
>
Managed a millionaire budget based on ROI campaign measurement achieving targeted paybacks.
>
Successfully launched the Spanish business with more than 300k contracts and annual
increases of 100% in 3 years.
> Recruited,
developed and directed an efficient and successful structure with 5 different
managing areas (a large team working in Insight, Strategy, Product, Acquisition, Cross sales and Campaign management
areas).
> Direct
high level negotiations and reporting to Spanish HomeServe CEO, HomeServe Directors,
and Partner’s Directors (large utilities such as Endesa or Agbar).
>
Building up the Spanish Branch, setting up the Marketing department from scratch.
> Found
and modelled new opportunities for the Spanish market.
>
Developed added value products to cover Partner’s customers’ needs (Endesa,
Agbar or
Indesit among others).
> Analysed
Spanish market to translate and adapt group’s mission and models based on Customer
Insight.
> Set
Best Practices, which have been exported to the entire Group.
>
Launched Reparalia on-line and Reparalia mobile.
>
Created the Customer Focus Project: a cultural change to turn the company’s attention
to customers and to reduce customer churn thus increasing Reparalia’s income.
