Describe your career to date 

I have been lucky to work in some of the leading companies in their sector but it’s never been about industry for me, more about the role and the brand. I started out as a commercial analyst, before being lured into a marketing analytics role for consumer rights champion Which?, where I focused on acquisition and retention to the magazine. I was quickly promoted to a senior analyst position, where I was able to mentor junior members of the team. 

After a short spell at Mills & Boon, I was invited to interview at Cancer Research UK, where I spent eight years managing the insight function and working with marketing teams to help target supporters to donate to the charity or invite to take part in events. 

I then moved into publishing and became a senior insight consultant at Penguin Random House. The challenge was to drive the data strategy and feed data into the decision-making process. 

After three years, I was approached to take on my current role at Superdrug, where I have been in for the past six years. To some, six years may seem like a long time in the same position, but so much has changed in that time and the team has tripled in size as we’ve increased the revenue generated through insights and extended our support across the business.