Robert Kent is Head of Data and AI at Greggs and a lifelong technologist who made a deliberate shift around two decades ago to define, build, and lead data and analytics as embedded business capabilities. Since then, his career has been shaped by a consistent focus on impact: starting with the size of the prize and identifying where data and AI can make a material difference to organisational performance.
Robert has led data functions in a wide range of contexts. He has built teams from a blank sheet of paper, transformed long-established capabilities, and worked with both centralised and decentralised operating models. Across each environment, his approach has remained pragmatic and outcome-led, balancing strategic ambition with what will genuinely work in practice.
A defining constant throughout his career has been people. Robert has worked with highly talented data professionals who are motivated to make a difference and willing to adapt as organisations evolve. He credits much of his success to creating environments where that talent can thrive, and to learning alongside his teams rather than leading purely from the front.
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?
“Be a good listener and empathise with the pressures your business colleagues are under on a weekly basis. Data products are only as good as the ability of the decision maker to get value from it. Spending time understanding the pressures, I believe, helps you build better products.
“Be a role model. Everyone’s learning about AI so practice what you preach.”
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?
“My old favourite, an old boss once said to me: ‘stop telling me you’re funny and tell me a joke.’ What they meant is don’t expect to get investment relying on traditional data sound bites and platitudes. Come up with specifics on what it will do, how it will help change the business and ideally have some tangible benefit associated with it.”
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