Simon Bannister - Commercial Impact

I care about the numbers that actually move the business forward. My focus is on commercial outcomes - not just clicks, opens, or vanity metrics. I want to be able to say: we implemented X, Y, and Z, and here’s the measurable result it delivered.

While I still oversee marketing activity and performance, my ambition has always been to go broader - helping to shape brand and user acquisition strategies, improve product usability, and connect the dots between departments to ensure everything is aligned behind a shared commercial objective.

Because I work across multiple business functions - marketing, product, customer success, commercial - I’m in a unique position to understand the full customer journey and optimise every part of it. That’s where I believe the biggest wins are. Not just more of the same, but better across the board.

Explore more:

- Data insight
- Solutions viability
- Cross-function alignment
- Leadership

Data insight

This analysis demonstrates how data should guide business decisions. I segmented the database into three core acquisition sources and examined how each group performed.

Despite Source 1 making up over 75% of the total audience, users from this group generated just a third of all applications. In contrast, Source 2 accounted for only 14% of users but drove more than 60% of total applications. That insight is powerful - and actionable.

It opens up several strategic options, including:

Prioritising user acquisition via Source 2 to drive more high-intent registrations.
Reworking the CRM journey for Source 1 users to improve their conversion rate.

This is a great example of how performance analysis can shape smarter strategies - not just for marketing, but for business growth overall.

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Solutions viability

Because I work across multiple departments and own performance outcomes, I'm well positioned to evaluate whether new solution ideas are commercially viable.

Over the years, I’ve launched several marketing solutions that are still in use today - not just because they were well-executed, but because they were grounded in a clear understanding of customer need, internal capacity, and commercial impact.

Most recently, I developed a scalable suite of social media bolt-on packages. These now serve as a repeatable, high-performance add-on for clients and represent a new revenue stream for the business.

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Cross-function alignment

My work relies on close collaboration with a range of teams - from developers and product managers to customer success and go-to-market. I understand how each of these teams operates, and more importantly, the challenges they face.

Because I blend strategic thinking with hands-on execution, technical fluency, and commercial awareness, I’m well-placed to unite different functions under a shared objective.

I focus on framing problems - and solutions - in ways that resonate with each team. This ensures alignment, faster execution, and a clearer path to outcomes that matter to the whole business.

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Leadership

I’ve led teams throughout my career, and my approach has always been to lead by example. I value transparency - taking the time to explain not just what we’re doing, but why it matters. Clear context empowers teams to make better decisions, stay motivated, and take genuine ownership of their work.

Just as I expect clarity from those I lead, I also look for it from senior leadership. Understanding the wider business objectives allows me to translate them into meaningful direction for my team and align our work with the company’s broader goals. That shared understanding is what drives real progress and consistency across departments.

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