Transforming Performance using Decision Science and AI
Media & Telecoms | Financial Services | B2B
About
Decisionbox is an exclusive advisory and up-skilling service for executives and boards, designed to assist them in the profitable deployment of advanced data and analytics. In a world of significant complexity, jargon, fad and flimflam, many organisations fail to get the return from data and analytics investments. With our long experience at the sharp end of data and analytics, accountable for making a demonstrable difference to the P&L, we aim to cut through the noise and nonsense and help business leaders focus on the things that really matter.
Tony Mooney
Managing Director
Julia Mooney
Executive Director
Julia holds an MSc in Business Management and a degree in Food Science and has extensive experience in the effective use of multi-channel marketing and communications to drive business growth and consumer engagement in both the private and public sector. She has a particularly strong background in Broadcast media, having spent nine years in various senior marketing roles at the BBC as well as having deep knowledge of the FMCG sector and food supply chain management.
At the BBC, Julia implemented the programmes to improve its marketing spend effectiveness and performance and was responsible for optimising the significant BBC central marketing budget. She also re-designed and transformed the BBC’s processes to deliver greater marketing efficacy and efficiency.
Julia led the development of multi-channel marketing strategy and activity to re-position BBC Radio 2 to a newly invigorated, mainstream radio station, using multi-media techniques to recruit a million new listeners in just 12 months and making BBC Radio 2 the most listened-to radio station in the UK.
Also at the BBC, she led the marketing for the BBC’s cross-channel landmark broadcast of live music to celebrate the Millennium and directed the marketing of the BBC’s flagship live music event ‘Proms in the Park’ with sell-out ticket sales and historic on-air viewing and listening audiences.
Julia has also held executive marketing positions at:
Twinings, by developing innovative new products and distribution channels she increased overall sales revenue by 58%, achieving the highest-ever brand performance and lifting Twinings’ market share to an all-time high level.
Red Tractor (Assured Food Standards), where she doubled the market impact of Red Tractor to £10 billion of UK food supply within just three years
Tony has been a senior executive in the area of digital, analytics and data for the last 25 years, helping large corporations in the U.K., Europe, US and Far East maximise the opportunities from the effective investment of data and analytics to drive revenue and profit growth and improve business performance.
Tony has worked in many sectors, including media, telecoms, financial services, computing and electronics. Over the past two decades, he held a number of senior executive positions:
He was Managing Director, Insight & Decision Science at Sky (European Media and Telecoms) for seven years, where he built an integrated data and insight division that is possibly the only example in the world of a fully integrated data-to-decision capability. The 600-strong business unit he created was responsible for all analytical insight, decision management, econometrics, big data analytics, market research, media research, as well as corporate reporting, data governance and data environments. The capabilities he established for Sky have been critical in helping deliver all Sky’s main growth initiatives over the past seven years, including building the largest proportional viewing panel in the world which, together with single consumer view data capability has enabled Sky’s digital advertising strategy and digital migration initiatives.
As Managing Director of a large division of Experian (providing Integrated Marketing Data capabilities and services for large consumer brands in the UK, USA and Far East), he transformed a significantly loss-making business back into profit within 12 months and then led the successful sale of the Business to Sky.
As a CRM director at Orange (European Mobile), he built the capability to use its data to drive up sell and retention.
Centrica (UK Utilities): Tony built its multi channel cross-selling capabilities and leading the customer work stream in the acquisition of the AA and then subsequently integrating the customer base of the AA and British Gas
