Thomas Johnson, senior manager – marketing analytics and brand diagnostics, Molson Coors Beverage Company

What has been your career path to date?

In my current role I lead the marketing analytics function for Molson Coors UK, having joined the business two years ago to establish this new function and lead for brand diagnostics and the measurement and evaluation agenda. My objective being to improve the effectiveness of the marketing mix in the short and long term, driving profit ROI in tandem with sustainable brand growth.

Prior to this, I entered the world of work with a degree in Marketing from Loughborough University, having always been fascinated with the workings of consumer behaviour. And upon completion joined the retailer Boots as part of their commercial graduate scheme. Here I gained valuable experience in a variety of roles across category management, trading and sourcing. Learning key skills and behaviours that would go on to massively benefit my career in data, whilst most importantly getting to experience life as a stakeholder on the other side of data, understanding the perspective of my future audience.

Following this time, I moved to the commercial insights function within Boots UK, working across a variety of roles, eventually becoming senior analyst for some of the largest categories within the business, such as skincare and cosmetics, and for a time leading analytics for the ROI business unit.

Finally, within Boots moving on to manage a team of data analysts within the own brand focused consumer Insights team, using bespoke analytics to identify growth opportunities for our brands by leveraging the consumer data of the Boots loyalty card scheme.