We helped….
Situation
Facing competition from more agile, digital-first challengers, RAC needed to move fast—strengthening retention, enhancing pricing sophistication, and activating its underutilised customer and vehicle data assets.
RAC, a household brand and one of the UK’s leading automotive services organisations, faced increasing pressure to modernise its insight, pricing and customer data infrastructure across its insurance, roadside assistance, and membership divisions.
The challenge? Unlocking commercial value from complex legacy systems while embedding a new generation of insight-led, data-empowered leadership that could cut across silos and drive measurable performance improvements.
Approach
Banba was retained over multiple phases to help RAC identify, attract, and embed transformative talent across its data, pricing, and trading operations.
Working closely with senior stakeholders—including the Consumer CEO, Heads of Insurance, Data & Insight, and the Director of Retention—we designed and delivered a talent roadmap focused on:
- Unlocking value from data assets (customer, vehicle, external signals)
- Building internal modelling, targeting and pricing capabilities
- Supporting retention, cross-sell and digital revenue optimisation
- Enhancing commercial performance visibility and trading culture
- Strengthening regulatory, governance and SMCR accountability in data and pricing functions
We worked across a spectrum of roles: from Director-level commercial and insight leaders, to senior analysts, modellers and BI professionals with proven domain depth in insurance, automotive and membership businesses.
Result
Through our placements, RAC built a deeply commercial, insight-led data and pricing function—anchored in real-world ROI, member behaviour, and internal capability-building.
Key Appointments
Director of Retention & Pricing
Accountable for RAC’s largest P&L. Drove pricing optimisation across front and back books (Breakdown, SME, European), with full SMCR oversight. Winner of the 2022 CEO Award for measurable impact on commercial outcomes and transformation leadership.
Head of Data & Insight
Delivered enterprise-wide data enablement across B2C and SME segments. Implemented real-time decisioning and “Next Best Action” systems, linked digital and offline customer data, and embedded GDPR-compliant practices across the organisation. Built internal campaign reporting and predictive modelling infrastructure to reduce supplier dependency.
Senior Trading Manager – Insurance
Oversaw weekly and monthly trading performance across RAC’s car insurance division. Introduced new performance-led disciplines and embedded a data-informed culture across the trading floor.
Insight & Data Services Manager
Founded and scaled RAC Data Services as a commercial unit. Signed 12 OEMs in year one, developed ‘in-market’ customer triggers, and built a customer LTV-led cross-sell model—growing coverage into RAC Breakdown Membership’s 2.1M customers.
Director of Membership & Commercial Insight
Led proposition development, commercials, and go-to-market strategy for data monetisation. Delivered retention strategies unlocking >£2M in value through partnerships (e.g. Kia/Hyundai) by mining external assets and activating insight for account growth.
Senior Analyst – Insurance & Commercial
Delivered customer segmentation, product performance analysis, and risk-based targeting models across insurance and membership. Supported retention campaigns, CPA optimisation, and internal strategy through SQL, Tableau and Python-based modelling.
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