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Max Gabriel, President, Iiris (Customer Data and Analytics), Informa

Max Gabriel, President, Iiris (Customer Data and Analytics), Informa

Describe your career to date

I am the President of IIRIS at Informa. IIRIS is Informa’s Customer Data & Analytics platform powering its B2B Markets businesses. I was previously Chief Transformation Officer at Informa Markets and led the digital transformation agenda through the pandemic. I joined Informa in 2015 as Group Digital Director and then took on the role of Chief Digital Officer in Taylor & Francis where I led the growth acceleration plan to drive the growth of eBook revenue through the launch of Taylor & Francis’s own e-book platform. Prior to joining Informa, I was previously Chief Transformation Officer of Pearson India and Africa, responsible for digital transformation. In this role, I successfully launched the company’s first tablet-based learning product in India. Additionally, I have held senior global technology leadership roles at Diageo, Pfizer and JP Morgan Chase. I began my career as a programmer in the financial services industry, having completed a degree in Computer Science from MS University, India. I actively mentor and advise several tech start-ups in the media and education domain.

Data literacy is a key enabler of the value and impact from data. How are you approaching this within your organisation?

We kicked off a company wide data literacy programme called Data Driven Journey targeting 5,000+ colleagues globally. The central theme of the programme was understanding data, translating data into insights, and driving commercial actions. Colleagues at all levels of the organisation participated in this 90-minute applied learning programme and were certified with a Green Belt. The participation rate was over 95%. The usefulness and the format of the course was very well received, and we will do future series.

What stage has your organisation reached on its data maturity journey?

IIRIS was founded in 2021 with a vision to do the following three things:

Improve the marketing effectiveness of Informa’s products.
Improve the marketing effectiveness of Informa’s client’s products.
Launch new data products.

Nearly three years in, we have made significant progress on all three fronts. We launched the data product six months ago which is on track to generate several million dollars by the end of 2024. While there is inconsistent level of adoption and usage across the company, the data strategy has transformed the organisation to be more data-driven in our marketing activities. Our Data Driven Journey has laid the foundation for us to maximise emerging innovations of generative AI.

Max Gabriel
has been included in:

100 Brands 2024 (EMEA)