Sarah Moore, data strategy director – Pet Nutrition Europe, Mars

Describe your career to date 

My career has been rooted in the world of data and analytics, using it to drive value for businesses and consumers alike. 

Following an early start learning the art of pricing and consumer modelling at HSBC, I embarked on a new journey at Sky. I was fortunate there to drive consumer analytics and targeting for the launches of products such as Sky BB, Sky HD and Sky Go, as well as building out viewing capability that supported the launch of AdSmart and bidding for numerous content deals such as the English Premiership. 

I spent many fruitful years at Sky, the last seven years of which I had the amazing opportunity to lead the data and analytics function for Sky’s streaming services across Europe, NOW. 

I led a team charged with making NOW data driven, through easy access to insight and information, and enabling more intelligent business decisions. We truly put personalisation at the heart of the consumer experience, both within our online journeys and the in-app viewing experience.

In the past year, I’ve joined Mars to take on a new challenge looking after our data strategy across Pet Nutrition in Europe, helping to build more relevant relationships with our “pet parents” across Europe through the use of data. Within the past year, we’ve set the stage on how we use data to drive our digital marketing agenda, building out mutual value exchanges with our consumers to capture a digital footprint that we can use to strengthen engagement even further.