Lyndsay Weir, VP - Advanced analytics and data, Barilla Group

What has been your path to power?

My entry into the world of data and analytics was not what you would call a typical or standard route. I have always had an analytical mindset and have been incredibly curious from a young age. I think these two traits led me towards a career like this, as well as being incredibly fortunate to be supported by some great mentors from early on.

I read History at the University of Birmingham. After this, I tried out a series of roles, eventually landing a role as a copywriter and SEO analyst which opened the world of data analysis to me. With this curiosity peaked, I did a lot of self-learning online to propel myself into the world of data.

Since then I have held a variety of roles. And it’s been a real variety, from working in the IT department directly supporting the analytics set-up to managing teams of analysts to help use insight to fuel growth in marketing activity, or managing marketing activations directly.

My career has offered me a lot of great opportunities, including working in places such as London, Belgium, York and Switzerland as well as travelling to over 25 countries as part of my global analytics role at Nestlé. Today, I head up the advanced analytics and marketing technology department in the new Barilla Acceleration Team. I am incredibly fortunate to work alongside some of the greatest minds in data science, project management and marketing to further our in-house data capabilities.

To anyone thinking about a career in data, just know that all you really need to pursue it is passion, drive and a willingness to learn. As you can see from my journey, it’s not always a linear path from STEM qualifications into data science, there are other routes.