Describe your career to date
Throughout my career, I have moved in order to learn. I began in brand marketing working for Nestle and Diageo. However, I quickly 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 spent an amazing ten years there, working 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 Managing Director 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 working with Google, Meta, Amazon, X, and DMPs. The CRM principles of acquisition and retention and measurement and optimisation were the same, just with different names. I have been the Chief Data and Analytics Officer at Transform (previously called Engine and Fuel) for seven years. Transform is a data and technology consultancy that helps brands and government departments transform and gain value from data, analytics, and digital technologies. The variety of work is fantastic, and we have won lots of awards recently for helping to end the pandemic, solve workforce challenges in health, support the Department for Education in better use of their data, and supporting decision-making on the road to net zero. We also help brands deliver better customer experiences and business outcomes, all through the use of data.
