This is a profile from the 2022 version of the DataIQ 100.
The latest list is available here.
9. Ela Osterberger, director of data science, Deliveroo
What has been your path to power?
Not sure I’d say I have power - it’s also not something I strive for. However, I certainly have many opportunities, something I realise is a real privilege.
What got me here was a combination of a joy of learning, a genuine curiosity in people and a fear of letting down those that gave me their trust.
On reflection, one thing that has served me well is that I have never joined companies, but rather teams that I believe in. If you have a group of smart and collaborative people, you can make most ventures successful. When I joined Deliveroo, the data function was very small, but the existing team (especially the CPO, chief data scientist and VP Growth) were very inspiring and I knew I needed to be a part of that.
What impact has the pandemic had on the role of data in your company/organisation?
Data science work informed how Deliveroo should adjust to our customer’s changing needs. For example, we knew we had to start delivering groceries. But as a three-sided marketplace, we also introduced new support for our restaurant partners and riders, providing them with more security and growth opportunities.
My team was able to support prioritisation of what products to build based on impact estimation. Our analysis work generated new ideas and our experimentation practice helped us to understand what moves the business and our three types of customers in the right direction.
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