Nicola Murphy

Insight Manager at UPC Ireland

Work category



Profile Activity

Accomplished professional with over 6 years of comprehensive management experience and over 10 years diversified marketing experience in telecommunications, engineering and software. Strong background in segmentation strategy, profiling, research and insight management, retention and loyalty programme management.

Specialties: Segmentation, profiling, customer lifecycle management and market research. Author of "Internal Marketing: An exploration into the affects of internal branding on employee commitment to the charity brand"

Nicola Murphy's Professional Experience

2011 - Present

UPC Ireland - Insight Manager

Entirely responsible for management of segmentation strategy, planning and delivery of all market research and insight projects for existing & non-customers, service innovations and new product development. Responsible for:

Managing and delivering equitable customer segments at transactional level, developing insight driven key propositions in partnership with the marketing communications team, aligning all research projects with business strategy and supporting employee engagement programmes.

Managing insight for all operational areas including SME, delivering proposition gap analysis to key stakeholders and actionable insights into drivers of upsell, cross-sell, acquisition and customer loyalty behaviour.

Key Skills
Customer Insight, Lifecycle Management, Retention Strategies Segmentation
2009 - 2011

UPC Ireland - Customer Lifecycle & Retention Manager

Management of Customer Loyalty & Home Move call centre teams that support our lifecycle strategies through inbound and outbound loyalty campaigns. 21 full-time employees. Responsible for:
Achieving churn targets, identifying key churn drivers, churn report modelling and the management and delivery of customer retention initiatives. Creating a customer centric internal culture and driving change within customer facing channels.

Key Skills
call centre Drivers Retention strategy, Lifecycle Management
2007 - 2009

UPC Ireland - Customer Lifecycle Manager

Responsible for overall customer journey, driving cross-functional initiatives with a view to increasing customer loyalty and lifetime value through direct marketing.
Entirely responsible for the development and delivery of propensity modelling and transactional / lifecycle communications strategy.

Key Skills
Direct marketing Lifecycle management, propensity modelling Marketing strategy
2004 - 2007

Patrick Lynch Ltd - Marketing Executive

Liaising with external agencies, new business development, direct marketing, market research, pre-qualification document design and database management.
Also responsible for the management of quality assurance programme and implementation of effective, consistent corporate communication tools including newsletter, logo usage, brochure, website and intranet maintenance, preparing and participating in presentations to potential clients.

Key Skills
Quality Assurance Business Development Direct marketing Marketing
2001 - 2002

Coretime - Sales & Marketing Assistant

Working with Ray Nolan. Responsibilities included new business development in B2B environment, implementation of a new database system (Goldmine), data mining, direct marketing campaign organisation and implementation. Co-ordination of sales and training activities and lead generation.

Key Skills
B2B Business Development data Direct marketing Marketing

Nicola Murphy's Education and Qualifications


Masters/PostGrad - Marketing


Strategic Management, Innovation and New Product Development, Marketing & Society, E-Marketing, Supply Chain Strategy, Strategic Marketing Management, Branding, Consumer Behaviour, International Marketing, Marketing Law, Selling Skills, Services Marketing, Marketing Research, Result: 2.1 Honours


Bachelor/Degree - Marketing

Staffordshire University

Nicola Murphy's Additional Information


Interests include kite surfing, wakeboarding, snowboarding, running, ice-skating and skiing. I am a keen reader and swimmer and hold a life-saving certificate.


Irish Kitesurfing Association (Secretary, Director)
Lessons For Life (Committee)


2013 Director for the Irish Kite Surfing Association Ltd.
2010 Published Author: "Internal Marketing: An exploration into the effects of internal branding on employee commitment to the charity brand"
2010 Winners of “Best Customer Retention Programme”, CCMA
2010 Nominated for CRM award, All Ireland Marketing Awards
2004 Top marketing graduate at Staffordshire University 2004