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Michael Summers-Gervai
Direct Marketer of the Year
Michael Summers-Gervai
Entry Rationale
At a large corporate with disparate data sets, multiple silos and legacy technology, customer centricity and executing change can be a challenging journey. Through Michael Summers-Gervai’s ability to combine analytical knowledge with business value, he has demonstrated he is market leading with a true passion for analytics, driving innovation, measurability, constant improvement, and returning measurable commercial value back to the business.

Michael has brought about organisation change by using data to allow Genesis Energy to become customer-centric, understand more about their customers’ requirements and from this create data-driven marketing communications.

With a genuine passion for data, Michael was able to communicate to executive stakeholders the benefits of moving to data-driven marketing. To do this effectively, he translated complex ideas into simple and easily digestible pieces of information that allowed him to influence C-suite stakeholders and demonstrate the value of direct marketing.

Michael has also developed the capability of the people in his team so that they can execute and produce outputs that are at the forefront of the energy sector.

Driving organisational change in what is ordinarily an industry rooted in traditional marketing, Michael has responded to industry trends (both macro and micro) to ensure that Genesis has the tools and capabilities to compete (and win) in an industry that’s facing rapid change and potential disruption from both suppliers and consumers.

Despite significant organisational change, increased demands around marketing performance and the legacy systems, the acceleration in insight capability at Genesis has provided tangible financial results that have allowed the company to retain and grow its customer revenue base.

“A self-confessed 'entrepreneur evangelist', Michael is extremely passionate about enabling a genuine customer-centric view. He has delivered through a real commitment to the principle of data-driven marketing and applying customer insights across the whole business,” said the judges.

They were impressed with how he has taken both management and the staff on this journey, while leading and influencing the required changes within the organisation to create tangible value.