Ged Mirfin is a data analytics consultant and marketing strategist with extensive experience. He has won national awards for his work with big data and business intelligence projects. Mirfin has expertise in data mining, analysis, segmentation, and profiling large datasets to provide customer insights. He also has a background in direct marketing, communications strategies, and political campaign management. Currently, Mirfin works as an independent consultant and holds positions on local government and nonprofit boards.

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Ged Mirfin
National Award Winning Data Analytics Consultant & Marketing and Communications Strategy
Adviser
ged.mirfin@gmail.com
Summary
A charismatic, outgoing and extremely creative Direct Marketer with proven experience of Direct Marketing
Campaign Planning including the development of Customer Engagement and Intelligent Communication
Strategies.
A National Award Winning Big Data Project Manager, Business Intelligence & Knowledge Management
Systems Consultant.
A high-impact Commercial Insight Manager with Vast Experience of working with Commercial CRM Systems
using a variety of Data Mining Tools, Data Analysis & Statistical Software including: Business Objects,
Alterian, SPSS & QlikView; Utilising Segmentation Methodologies & Data Profiling Techniques to Analyse
Big Data Sets to supply Quantitative & Qualitative Information to provide detailed Customer Insight upon
which to base Strategic Marketing & Operational Business Decisions.
A Strategic and Commercially focused B2B and B2C Marketing Professional with a solid record of
spearheading Marketing Development Projects with Key Skills in Developing New Products and Service
Offerings; Leading Economic & Developing Insight-Driven Marketing & Communications Plans to drive
Customer Acquisition and Maximize Retention, Profitability & Customer Lifetime Value.
A Market Intelligence Specialist with an extensive track record in delivering Market Defining and Scoping
Analyses used for Business Strategy Formulation and conducting Marketing Research Projects in Highly
Regulated Environments .
A specialist in International and Domestic Market Scoping and Potentiality Analyses: Market Entry Launch,
Key Focus Market Access and Targeted Market Penetration, Build & Consolidation.
A Specialist in the use of Data & Insight Driven P.R. & Communications with extensive Internal & External
Communications experience. Strong networking skills. Very strong political influencing skills.
A Specialist in the Use & Development of Social Media Strategies and Content & Network Marketing
Experience

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Data Analytics & Customer Insight Consultant and Marketing & Communications Strategy Adviser
July 2011 - Present
Recent Projects include Market Profiling and Data Quality Assessment for a Mail Order Business in the
Mature Market Segment; Data Planning and the Implementation of Business Intelligence & CRM Systems
for New Business Agencies operating in the Full Service Marketing Agency Space (Digital Marketing
& Marketing Innovation); Data Profiling and Customer Segmentation for a Large Financial Services
Organisation, Research & Data Profiling of Rapid High Growth Businesses & Entrepreneurs for Public
Sector Business Growth Accelerator & Growth Hub Agencies in the West Midlands and the North West;
Economic Agglomeration Analysis for Business Support Agencies in Lancashire & Manchester and Policy
Research and Campaign Planning & Management and Media Communications Activity for the Conservative
Party and affiliated organisations
Press/P.R./Media Officer & Policy Forum Coordinator
March 2017 - Present
Responsible for Press Liaison, Web-Site Maintenance, Facebook Activity & Social Media
Conservative Councillor & Deputy Chairman Personnel Committee at Ribble Valley Borough Council
May 2011 - Present
I am a Conservative Councillor on Ribble Valley Borough Council for the Billington & Old Langho Ward -
the 2nd biggest Ward in the Borough. I achieved the Best Electoral Result in 25 years in the Ward polling,
along with my fellow Conservative Ward Councillor - over 50% of the Votes cast for the first time – this in a
previously marginal Ward.
I was re-elected with 68.12% of the Vote in 2015 - the best result for the Conservative Party ever with an
increase in my personal vote of 320 and an increase in majority of 142 from 221 to 363.
As a result of my specialist knowledge of economic development and data-driven evidence-based policy-
making I sit on a Steering Committee constituted of 4 Councillors responsible for the interpretation of
government policy and the scrutiny of the evidence base as it relates to the introduction of Ribble Valley's
Core Strategy.
Recently appointed to the Economic Development & Regeneration Working Group of 5 Leading
Councillors.
I also recently promoted to the Policy & Finance Committee - the youngest Councillor to serve on it in the
last 25 Years
I currently sit on the following committees:
Policy & Finance
Planning & Development

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Personnel - Deputy Chair
and previously Parish Liaison, Liscensing, Accounts & Audit
Board Member
May 2011 - Present
Supporting objectives and policies
Contributing and sharing responsibility
Acting for the good of RVH
Preparing for and attending Board Meetings
Contributing outside Board Meetings
Supporting the Federations Code of Conduct
Adding Value to the Organisation
Member
June 2014 - Present
Representative on Clitheroe Town Team as Chairman Clitheroe Town Action Group. Clitheroe Town Team
is a Body made up of Interest Groups & Representative Organizations from Clitheroe whose aim is to
discuss, identify and action initiatives designed to benefit and improve Clitheroe.
North West Coordinator at Conservative Voice
February 2013 - Present
Working with allied organizations – such as conservativehome.com – to help the Conservative Party and its
candidates to sharpen up election campaigning through practical help with media relations, social media and
local organization, to help nurture and spread best practice campaigning in wards, constituencies and regions
under the Conservative banner
Providing a home, and a new voice, for Conservatives at the grassroots – that connects with the needs, and
reflects the aspirations, of voters
Policy development and promotion that contributes to the Conservative Party’s next General
Election manifesto and beyond, working with the leadership, CCHQ, allied think thanks and party affiliates,
academics, business people and those in the third and public sectors who share that vision.
Supporting aspiring MPs and Councillors and encouraging local activists with a wider range of experience
from outside of politics to lend their time for campaigning;
Assisting aspiring MPs and Councillors with their online and social media presence
Creating a forum for ideas and debates, featuring key figures within the Conservative Party

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Work with Peers, MPs, MEPs, Councillors and Conservative Party activists to promote the best of
new Conservative ideas from a wider range of experience than the Westminster village, to help shape
Conservative Party manifesto policies
“What didn’t Emily Know? : White Van Man Culture, Middle Class Condescension, Moral Panics: the
importance of White Van Man Drivers to the Economic Recovery and defeating UKIP” – Conservative
Voice – November 2014
http://www.slideshare.net/CllrMirfin/white-van-man-culture
A High Wire Balancing Act – Reshuffles, Reform, Modernization and Policy Making in the Coalition: UKIP
& Cameron’s Attempt to Overcome the Limitations of Electoral Groupthink – Conservative Voice – August
2014
http://www.slideshare.net/CllrMirfin/a-high-wire-balancing-act-conservative-voice-paper
On Line Campaign Manager at The Conservative Party
April 2017 - June 2017 (2 months)
Responsible for all aspects of On-line Campaigning Web-Sire Development & Maintenance, Content
Marketing & Messaging, Social Media Activity: Twitter, Facebook & Party Web-Sires, On-line Campaign
Measurement, Tracking & Analytics, On-line Leaflet Design, Image Sourcing & Manipulation, On-line Data
Manipulation of Voter Metrics & Socio-Demographic Profiling using Vote Source - the Conservative Party
Electoral Database
Company Director on the Executive Scrutiny Board at Ribble Valley Citizens Advice Bureau
July 2015 - May 2017 (1 year 10 months)
Nominated External Representative from Ribble Valley Borough Council
Ribble Valley Citizens Advice Bureau Limited is a Company Limited by Guarantee
Coordinator for the RIbble Valley Constituency at Vote Leave
January 2016 - June 2016 (5 months)
Coordinator for the Vote Leave Campaign including Coordination of Campaign Activity - Leafleting, Press
Releases, Events
Delivered Victory for Vote Leave Campaign in the Ribble Valley 20,550 Votes for Leave (56.35%) against
15,892 for Remain (43.58%) - a lead of 4,658 (12.77%)
The Turnout at 79.2% was the 2nd highest in the North West behind South Lakeland 79.8%

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I received a Certificate of Commendation for achieving the 2nd highest level of turnout in the North West and
one of the best showcase events promoting Brexit from Boris Johnson
Campaign Manager at The Conservative Party
February 2015 - May 2015 (3 months)
Conservative Campaign Manager for the Hyndburn Constituency for Kevin Horkin PPC – Horkin4Hyndburn:
Because Hyndburn Deserves Better
Responsible for PR & Press Communications, Web Site, Facebook & Other Social Media including Twitter
Campaign Strategy & Tactical Planning
Leaflet Design & Messaging
Research
Socio Demographic Profiling including Voter Targetting & Canvass Returns using Vote Source System
Management of Hyndburn Mini EU Referendum – In, Out or Shake It All About
School Governor
September 2006 - September 2014 (8 years)
Foundation School Governor appointed by the Diocese of Blackburn at St. Leonards C of E Primary School
I sit on the Curriculum Committee
Chief Data Officer: Direct Marketing, Data Analytics, Data Strategy, Governance & Performance
January 2008 - January 2011 (3 years)
Architect of Business Performance Index (BPI) and its contribution to the development of the Northwest
Development Agency’s (NWDA) “Rapid Response Framework” designed to assist businesses during the
recession.
The BPI received a Special Commendation at the national 2009 “Data Strategy” awards for the Best B2B
Project in the “Best use of Data in the Public Sector” Category where it was Runner-Up.
A Special Report was written on the Business Intelligence Systems developed by Business Link North West
by James Caan of Dragons Den at the behest of Baroness Shriti Vadera, then Minister of State at BERR
recommending the roll-out of the BPI across Regional Development Agencies, the Business Link Network
and Local Authorities. On the back of the Report I received a Special Commendation from the Cabinet

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Office from Baroness Vadera. The Report led to the Opportunity to Present and Demo the BPI to James
Caan in person at the Offices of Hamilton Bradshaw.
A Special Report was also written for the Prime Minister’s Development Unit for the then Prime Minister,
Gordon Brown. The findings were presented in person to the Secretary of State, Peter Mandelson at BERR.
On the back of the Report I received a Special Commendation from the PMDU which used data generated
by the BPI in several high-profile Reports. Of particular note was the speed to response of the data-driven
evidence-based systems that had been built.
Marketing: Dramatically improved response rates from direct marketing activity.
Allowed BLNW to build increased penetration amongst service users through improved segmentation and
targeting.
Achieved 14.29% conversion rate from large scale direct mail activity (35,000) – resulting in c.5,000 new
users of Business Link products & services over a 2 month period
BLNW data recognized as the primary source of Business Intelligence in the Northwest region
Creation of Rapid Response Framework with BLNW Data Warehouse(s) at Core
Group Research & Knowledge Manager (Marketing Intelligence & Business Development Support) at
Promethean Technologies Group Limited
August 2004 - August 2006 (2 years)
Competitor Monitoring of Key Competitor Marketing & Product Development Activities
Environmental Outlook/Insight/Scanning in order to identify key market opportunities and threats.
Establishment of Research & Analysis Portal and International Knowledge Map to inform New Market Entry
Strategies and Business Development Opportunities.
Country Studies incorporating provision of Key Market Entry Indicators/Statistics to promote and develop the
understanding of views of New & Existing Market and Competitor Distributor and Re-Seller Activity.
White Papers based in some cases on the translation of original foreign language primary source material.
Business Development Support in relation to Tenders, New & Ongoing Business Opportunities.Recent
Examples include: Chile, India, Denmark, Kazakhstan, New Zealand, Australia, China, Italy, Spain, Hungary

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Acquisition and Monitoring of On-Line Lead Generation and Tender Identification Services in UK, US, EU,
Australia and South America. Acquisition of U.S. Lead Generation Services have resulted thus far in excess
of $4 million worth of business
Business Intelligence Segmenting and Profile of UK Direct Sales & Channel Business Data Bases. Carried
out first Mapping of End-Users Customers by School and LEA designed to develop an understanding of
customer requirements and identification of key opportunities and challenges facing the company in the next
3 years across remaining “white space” in a market reaching maturity
Business Modeling Built Sales Projection model based on Purchasing Intention Data from data sets from 3
UK wide surveys that were commissioned on behalf of the company.
Input into the development of new products.
First report written on Global Educational Market for Student/Classroom/Audience Response Systems –
“ACTIVote”. Resulted in repositioning of ACTIVote Product and a x400% increase in sales.
Education
The University of Hull
PhD, International Relations Theory, 1990 - 1994
The University of Hull
MA, Defence Studies, 1989 - 1991
The University of Hull
BA (Hons), Politics, 1986 - 1989

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Ged Mirfin
National Award Winning Data Analytics Consultant & Marketing and Communications Strategy
Adviser
ged.mirfin@gmail.com
Contact Ged on LinkedIn