(Europe) LifeSearch, the UK’s leading life insurance broker, recently appointed Sam Stafford to the newly created role of Chief Data Officer. The appointment drives forward the company’s focus on distribution quality by amplifying its data as a critical asset.

Stafford is a data analytics executive with over two decades of experience helping organizations across a breadth of sectors to leverage the power of data and analytics. Specializing in data science and machine learning, he has a broad range of experience across the data landscape. Most recently,  Stafford was Head of Digital Data Science at Admiral Insurance, where he had ownership of the strategy and vision for data science and machine learning for its digital channels.

Stafford will report to LifeSearch Chief Executive Debbie Kennedy. He will be responsible for designing and implementing real-time customer insights, driving better customer propositions, and improving journey conversions and customer outcomes. The newly formed position is a part of the broker’s strategy to advance its digital transformation and invest in customer journeys that address various needs and expectations, enabling customers to seamlessly transition from online to offline while having access to human support as needed.

“We have been improving our customer journeys with new guidance tools, and Sam’s experience and proven track record in the data analytics field will help accelerate our move to deliver better customer outcomes. Our data is a vital asset in driving our focus on distribution quality, and Sam’s appointment reflects the criticality of data and the importance of insights to our business,” Kennedy said.

“I’ve spent the last 25 years of my career helping organizations become more successful by leveraging data to respond to real-life challenges and achieve better outcomes for staff, shareholders, and customers,” said Stafford. “I am delighted to be joining LifeSearch at such an integral point during their next period of growth and journey to digital transformation. I look forward to being part of a company with a strong record of success in the protection market, engaging culture, and ambitious plans.

“My experience has shown the power of unlocking value in data through machine learning, insights and business intelligence. With over two decades in business, LifeSearch has a wealth of data to unlock that will ultimately benefit the consumer experience,” Stafford added.