Daragh Kelly, global VP, data and analytics, Burberry

Describe your career to date 

Following an early career as a labour market and education policy economist with the Irish government, I dived deeply into the world of data at Freeserve and it was there that I learnt my trade as an analytics professional. My proving ground was a fantastic five years as a consultant at Experian, working across many sectors and around the world helping companies build and exploit their data capability.

In 2010, I joined Sky, where I worked in pretty much every part of the company, including marketing, product, customer service and content and in all parts of the insight value chain, including analytics, decisioning, business intelligence, research and knowledge management and building some ground-breaking new insight capabilities.

I joined Burberry in 2018 with a mandate to accelerate the exploitation of data across the whole of Burberry, building on a strong foundation in digital analytics and personalisation. It’s been an amazing few years, where we’ve extended the footprint of advanced analytics into new areas like forecasting, content strategy, pricing optimisation, media optimisation, sustainability and customer experience. Burberry is investing in becoming a creatively-driven but data-inspired business and I’m finding the synergy between art and science hugely stimulating and fulfilling.