The Superdrug Insights Team has built an environment where people thrive and their work delivers measurable impact. Over the past five years, the team has doubled in size, established a female-led senior management team, and nurtured new talent through a graduate programme that has become a pipeline for future leaders. Their work, from building tools like Dashboard Central to delivering in-house data science capability, has positioned them at the heart of strategic decision-making.
For creating a culture of empowerment, inclusivity, and innovation, Superdrug has been named the winner of Best Place to Work in Data & AI at the 2025 DataIQ Awards.
“This is a strong, people-first culture with standout initiatives in talent development, inclusion, and data literacy. Tools like the Dashboard Central show real business impact, and engagement scores are exceptional.” – Judges’ comments
Nurturing Talent
The team of 18 blends research and data analysts, with many starting their careers in the graduate programme. The scheme equips entrants, often with little technical background, with training resources, mentoring, and real project ownership. Retention speaks volumes: 90% of graduates from the past five years remain, many now in senior roles.
Upskilling is continuous. Team members access tailored training such as data science apprenticeships with Cambridge Spark and behavioural science courses, alongside opportunities for job shadowing and secondments within the wider AS Watson group. This culture ensures analysts can grow in their roles while preparing for future opportunities.
Flat, Inclusive, Empowering
A defining feature of the Insights Team is that regardless of seniority, all members are encouraged to share ideas and contribute to decision-making. With an all-female senior management team, the group also challenges male-dominated norms in the data and technology sector, reinforcing the value of diversity.
Recognition and celebration are embedded in the culture. From the company-wide “Wall of Stars” to the team’s own “Golden Goose Egg” award, achievements are regularly acknowledged. Team members also attend external award ceremonies together, celebrating success as a collective.
Driving Impact Through Engagement
Innovation is encouraged by aligning projects to personal interests. A notable example came when an analyst, after completing a data science apprenticeship, built an in-house forecasting model for store expansion—improving accuracy, reducing costs, and laying the foundation for a dedicated data science function.
Beyond the team, data literacy has been scaled across Superdrug. Initiatives such as Dashboard Central and Insights Avenue empower colleagues across commercial, property, and retail teams to make their own insight-led decisions. More than 70% of head-office staff now use these tools actively.
The team also engages directly with senior leadership, from presenting at Board meetings to hosting accompanied shops that bring the customer voice to decision-makers. Their ability to communicate insights effectively was recognised externally when they were voted best interactive stand at Superdrug’s Supplier Conference.
A Culture That Cares
Wellbeing is a priority. Employees benefit from mental health services, GP access, long-service rewards, and performance bonuses. The team also contributes to the wider community through fundraising for Marie Curie and supports inclusivity through Superdrug’s Everyone Matters network.
The proof lies in the results: an 86% employee engagement score in this team, above the company average of 81%, shows that people truly feel supported, valued, and inspired.
For its combination of inclusivity, empowerment, and tangible impact, Superdrug is a worthy winner of Best Place to Work in Data & AI at the 2025 DataIQ Awards.
