Will Lowe, chief data officer, Transform

What has been your path to power?

Throughout my career I have moved in order to learn. I began in brand marketing working for Nestle and Diageo. However, I became increasingly frustrated at the lack of effective measurement for many activities, so I was attracted to dunnhumby by the richness of the Clubcard database at a time when Tesco accounted for £1 in every £7 spent in Britain. I learned about loyalty, CRM and transforming businesses around customer data. I worked with global retailers and brands, being the voice of the customer, helping them implement data-driven decisions with robust measurement to demonstrate the value.  

Next, I moved to Transunion as MD of the marketing division to learn more about financial services and digital marketing, specifically paid and organic search, social and digital display. It was fascinating adding learning from working with Google, Facebook, DMPs and digital data to what I already knew about acquisition and retention from CRM.

I’m now the chief data officer at Transform (formerly Engine Transformation as part of the Engine Group), a data and technology consultancy that helps brands and government departments transform and gain value from their data. Our work allows me to use the knowledge I’ve gained throughout my career to enable our clients to deliver their objectives, through data, analytics, technology, experience design, personalised communications and organisation and cultural change.