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Darran Mottershead is a Senior Marketing Effectiveness Analyst at Asda since September 2023, with prior experience as a CRM Analyst at Pets at Home from November 2019 to September 2023, where significant contributions included winning the Colleague of the Period award and being recognized as the monthly 'CRM Superstar' for automating key reports. During a six-month secondment within Pets at Home, Darran was pivotal in the CRM Analytics team, focusing on SQL-driven campaign delivery. Previous roles include Business Insights Analyst, Power BI and SQL Developer at NES Fircroft, and Technical Consultant at Acuma Solutions, showcasing expertise in SQL, reporting solutions, and customer insights. Darran holds a Bachelor's Degree in Computing from The Manchester Metropolitan University, earned from 2011 to 2014.