Tom Spencer, Director of Customer Data Sciences, Aviva

Describe your career to date

My first role was Customer Data Analyst with dunnhumby, where I cut my teeth analysing large retail datasets. In 2008 I relocated to Seoul to set up dunnhumby Korea as the analytics lead in a two-person team, working shoulder-to-shoulder with Tesco. I spent the next nine years in Asia, initially in China building and leading the region’s analytics teams, and latterly as Country Head of the South Korea business.

In my current position as Head of Customer Data Science at Aviva, I have built a high-impact data team across customer analytics, data science, and engineering. My team and I have delivered multi-million-pound benefits by blending technical expertise with commercial acumen. I have also focused on Aviva’s data transformation and on the creation of a new customer and marketing function, to maximise commercial and customer value from data.

My approach is very much focused on nurturing talent and bringing out the very best in people. I am proud to say my team strikes an impressive balance between commercial impact and a spirit of fun and diversity. They actively dedicate time to champion data-for-good initiatives, embodying the ethos of responsible data use.

In addition to my roles in the chief data office and global data practice, I am Site Lead in London and use this position to create a better working environment for colleagues. Additionally, I chaired the Gender DEI Community for over two years.

I am also proud to say I have been in the DataIQ 100 for the last six years. My team twice won Best Place to Work in Data at the DataIQ Awards, and New Ways of Working with Data in 2023. I am also a speaker and panellist and serve on the DataIQ Leaders Advisory Board.