Jordan Wignall is Head of Data at Love Business, where he leads the organisation’s data capability with a strong focus on usability, trust and practical impact.
He began working with data in 2013 in the NHS, gaining early experience of how data is used in complex, high-stakes environments. Since then, Jordan has taken that foundation across a wide range of sectors, including education, employment law, and energy. Working closely with data in such varied contexts shaped a clear perspective early in his career: while tools and terminology change, the core challenge remains turning information into something people can understand, trust and act on.
Jordan started his career on the frontline as a data analyst before moving into lead developer roles and, later, into leadership. Having built and scaled data solutions himself, he brings a delivery-led mindset to his leadership role, able to bridge strategic direction with day-to-day execution. This hands-on background allows him to lead teams effectively while maintaining a shared language with technical practitioners.
Known for a grounded and pragmatic approach, Jordan prioritises impact over theory and focuses on ensuring data solutions genuinely support decision-making.
As a data and AI leader, which traits and skills do you think matter most, and which of those have been most influential for you in your current position?
“I would say balancing technical credibility with deep understanding of the business problem. Curiosity, empathy, and clear communication matter just as much as models and platforms.
“At Love Business, the biggest shift came when we stopped measuring success by outputs (dashboards built or tools launched) and started focusing on outcomes: better decisions, faster learning, and more confident teams.”
Reflecting on your career, what is one non-traditional piece of advice (outside of technical skills) you would give to an aspiring data or AI leader aiming for the C-suite?
“I’d encourage leaders to get out of their own bubble and attend events, roundtables, and meetups and listen to how others approach the same challenges from different angles. Those conversations often shape perspective far more than any technical course ever could.
“A second piece of advice is to be openly curious. Don’t worry about asking ‘why’ too often, in reality the best leaders are simply the best question askers. Don’t be afraid to ask to sit in on meetings, to clarify what success really looks like, or to challenge assumptions when things don’t add up.”