Open to opportunities

Ellen Howard

@ellenhoward

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Data-driven research and insights director optimizing strategy, performance, and digital transformation.

United Kingdom

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What I'm looking for

I’m looking for a role where I can use my unique and wide-reaching skillset to support an organisation in achieving their objectives, using data and evidence to drive strategic decision-making, optimise performance, and lead cross-functional initiatives.

I’m a dynamic, results-driven leader with over 25 years of experience leveraging data and evidence to drive strategic decision-making, optimise performance, and lead cross-functional initiatives.

As Director of Research, Evaluation & Insights at Kooth Digital Health, I spearheaded data, research, and evidence initiatives to enhance clinical and business outcomes—founding and leading the UK Insights Team and expanding to the US. I built robust data architectures and protocols, owned analytics tools and data infrastructure, and aligned insights programmes with organisational goals through global teams and budgets.

Previously, as Chief Customer Officer at Littlebird Online Ltd, I directed digital marketing and app delivery, launched growth channels, and led data and business intelligence initiatives. I implemented Microsoft Power BI for advanced analytics and dashboards, partnered with UX teams to improve website conversion rates using analytics, A/B testing, and customer feedback.

I also served as Chief Operating Officer & Co-Founder at Fundraise Ltd, overseeing product delivery, financial operations for investors, and data strategies supporting user-centered design and data security. Earlier retail roles included Insight Manager and Senior Business Analyst work, plus leading a £4 million project to implement a new data management system, and I continue to contribute as a Data Advisor for Freedom from Torture.

Experience

Work history, roles, and key accomplishments

Current

Data Advisor (Volunteer)

Current

Freedom From Torture

Jul 2025 - Present (11 months)

Advises the CEO office and Insights team on digital transformation planning, data analytics architecture, and data system integration. Supports data consultancy/agency selection and provides data consultancy guidance to inform insights delivery.

Digital Transformation Data Architecture Data Integration Data Analytics Strategy Data Consultancy Evaluation

Director, Research & Insights

Kooth Digital Health

Mar 2020 - Oct 2024 (4 years 7 months)

Spearheaded research and evidence initiatives to improve clinical and business outcomes, founding the UK Insights Team in 2020 and expanding to the US in 2023. Owned analytics tools and data infrastructure and partnered across Clinical, Commercial, Product, Engineering, Finance, Data Science, and Service Delivery to support enterprise transformations in digital healthcare.

Data & Analytics Evidence Evaluation Data Architecture Clinical Data Analysis Data Infrastructure Stakeholder Management Power BI Tableau

Chief Customer Officer

Littlebird Online Ltd

Nov 2017 - Mar 2020 (2 years 4 months)

Directed digital marketing including Facebook ads, SEO, Google Ads, email campaigns, and affiliate marketing, and helped develop the LittleBird app and growth channels such as referrals and subscriptions. Implemented Microsoft Power BI for analytics and dashboards, improved website conversion with A/B testing and UX collaboration, and co-managed development sprint planning and roadmaps.

Digital Marketing SEO Google Ads Facebook Ads Email Campaigns Affiliate Marketing Power BI A B Testing Conversion Rate Optimization Web Analytics

COO & Co-Founder

Fundraise Ltd

Jun 2016 - Nov 2017 (1 year 5 months)

Co-founded Fundraise (t/a GorAISE), overseeing product development from requirements gathering through testing and release while leading internal and external delivery teams. Directed financial operations including investor reporting and forecasts, and optimized website conversion through usability testing, analytics, and customer research.

Product Roadmapping Project Management Financial Forecasting Investor Reporting Usability Testing Conversion Rate Optimization Data Strategy Data Security

Data Systems & Merchandising

House of Fraser

Mar 2002 - Jun 2016 (14 years 3 months)

Led a £4 million project to implement a new data management system, managing a diverse team including system managers, data analysts, and change managers. Drove online development and merchandising using web analytics and sales data, and managed sales, promotions, and stock planning including re-forecasting.

Data Management Systems Program Management Change Management Business Intelligence Web Analytics Sales Forecasting Stock Management

Online Webstore Roles

Hawkshead

Sep 1999 - Mar 2002 (2 years 6 months)

Held multiple head-office roles supporting the online webstore, including Insight Manager, Senior Business Analyst, Category Manager, and Merchandiser. Led analyst teams and applied web analytics and sales data to support online development and merchandising strategy.

Business Analysis Web Analytics Team Leadership Category Management Merchandising Analytics Stakeholder Management Data Informed Decision Making