{"id":40506,"date":"2026-01-28T11:37:21","date_gmt":"2026-01-28T11:37:21","guid":{"rendered":"https:\/\/www.dataiq.global\/?post_type=100-alumni&p=40506"},"modified":"2026-02-09T10:57:11","modified_gmt":"2026-02-09T10:57:11","slug":"kevin-tubb-chief-data-analytics-officer-the-aa","status":"publish","type":"100-alumni","link":"https:\/\/www.dataiq.global\/devstage\/dataiq100\/kevin-tubb-chief-data-analytics-officer-the-aa\/","title":{"rendered":"Kevin Tubb, Chief Data & Analytics Officer, The AA"},"content":{"rendered":"

Kevin Tubb is Chief Data\u00a0and\u00a0Analytics Officer at\u00a0The\u00a0AA, with more than 25 years\u2019 experience using data to drive commercial performance across a wide range of roles. His career has spanned product performance analysis, channel trading, customer personalisation and, most recently, leading large-scale insurance pricing teams. Throughout this journey, Kevin has worked with data that was rarely perfect, but he has consistently believed in its critical importance and untapped potential for brands.<\/span>\u00a0<\/span><\/p>\n

Kevin joined The AA with a clear view of both the opportunity and the gaps in how data was being used. When asked to lead the data team, he embraced the role as an opportunity to deepen his\u00a0expertise\u00a0in data management while applying a broad commercial perspective to defining high-impact use cases across insight,\u00a0visualisation,\u00a0and predictive analytics.<\/span>\u00a0<\/span><\/p>\n

A defining feature of Kevin\u2019s leadership style is his belief that it is not the role of a leader to be the expert in everything, but to unlock the\u00a0expertise\u00a0of others. He has worked alongside specialists across many disciplines and sees his responsibility as creating the conditions where their talent can thrive, while continuing to learn himself.<\/span>\u00a0<\/span><\/p>\n

Kevin also strongly believes that most people come to work wanting to do\u00a0a good job. His experience has shown that when people feel valued, supported and psychologically safe, they rise to significant challenges. This belief has underpinned his approach to rebuilding teams, negotiating multi-million-pound\u00a0contracts\u00a0and taking bold commercial decisions, shaping a data function focused on trust,\u00a0empowerment,\u00a0and long-term impact.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

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?<\/span><\/b>\u00a0<\/span><\/h3>\n

\u201cData is often difficult to grasp for some areas of the organisation. Being a translator\u00a0and\u00a0storyteller on the ‘art of the possible’ between technical and non-technical, exec and wider colleagues, is one of the key things that achieves credibility and buy in. This was key in securing investment to\u00a0consolidate\u00a0our data assets into a modern\u00a0infrastructure, and\u00a0bringing the wider organisation on the journey.<\/span>\u00a0<\/span><\/p>\n

\u201cIncreasingly, there\u00a0is a ‘growth mindset’\u00a0as\u00a0data\u00a0and\u00a0AI capability is rapidly evolving, and in some\u00a0cases,\u00a0I think the data tooling\u00a0and\u00a0platform sector has been guilty of reinvention that serves to confuse and sell consultancy. A commitment to continuous learning is\u00a0perhaps one\u00a0of the most important aspects of success. In a world internally where our\u00a0lakehouse\u00a0is rolling out that (for example) puts building agents in the hands of many,\u00a0that’s\u00a0key.<\/span>\u00a0<\/span><\/p>\n

\u201cIn other respects, the role requires much of the experiences\u00a0I’d\u00a0built as a broader leader, starting with clarity of what needs achieving and how that adds value to stakeholders.\u00a0Then\u00a0it’s\u00a0about communicating down and outwards in the right way for each audience, building an operating model to deliver, and filling it with the best people you can find. This is consistent with every role\u00a0I’ve\u00a0done. Much of my current leadership team is new, as is our ways of working within and outside the team.\u201d<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

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?<\/span><\/b>\u00a0<\/span><\/h3>\n

“You are a leader first and a\u00a0data\u00a0and\u00a0AI leader second. By this I mean\u00a0be\u00a0a technical expert, but\u00a0ultimately the\u00a0executive\u00a0doesn’t\u00a0care for your latest neural network model or what table types you use in the data\u00a0lakehouse.<\/span>\u00a0<\/span><\/p>\n

\u201cDo what you can to expose yourself to what executive leaders care about, like\u00a0new product and revenue ideas, ways to make things cheaper\u00a0and\u00a0faster,\u00a0and\u00a0building and engaging teams with a winning culture. When you arrive at the\u00a0C-suite\u00a0you’ll\u00a0need to have much more in common with other functional leaders than your counterparts from when you first started your career.<\/span>\u00a0<\/span><\/p>\n

\u201cSometimes a ‘squiggly’ career can get you ahead, so\u00a0be brave enough to build broad perspectives, network across the organisation and outside. And enjoy yourself!\u201d<\/span>\u00a0<\/p>\n

\n<\/span>Click here to read the full profile<\/a> and learnings, exclusively for DataIQ subscribers. Get in touch<\/a> to become a subscriber and access unique events, insights, and more.<\/p>\n","protected":false},"excerpt":{"rendered":"

Kevin Tubb is Chief Data\u00a0and\u00a0Analytics Officer at\u00a0The\u00a0AA, with more than 25 years\u2019 experience using data to drive commercial performance across a wide range of roles. His career has spanned product performance analysis, channel trading, customer personalisation and, most recently, leading large-scale insurance pricing teams. Throughout this journey, Kevin has worked with data that was rarely […]<\/p>\n","protected":false},"author":19,"featured_media":40743,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_searchwp_excluded":"","footnotes":""},"100-designation":[1454],"100-search-term":[1456],"class_list":["post-40506","100-alumni","type-100-alumni","status-publish","format-standard","has-post-thumbnail","hentry","100-designation-100-brands-2026-europe","100-search-term-2026-europe-brands"],"acf":{"sort":"","rank":"","forename":"Kevin","surname":"Tubb","fullname":"Kevin Tubb","jobtitle":"Chief Data & Analytics Officer","organisation":"The AA ","introduction":"","content_2":"","content_3":"","content_4":"","100_thumbnail_image":40743,"affinoid":""},"publishpress_future_action":{"enabled":false,"date":"2026-05-27 07:30:01","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"100-designation","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/100-alumni\/40506","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/100-alumni"}],"about":[{"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/types\/100-alumni"}],"author":[{"embeddable":true,"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/comments?post=40506"}],"version-history":[{"count":3,"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/100-alumni\/40506\/revisions"}],"predecessor-version":[{"id":40995,"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/100-alumni\/40506\/revisions\/40995"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/media\/40743"}],"wp:attachment":[{"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/media?parent=40506"}],"wp:term":[{"taxonomy":"100-designation","embeddable":true,"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/100-designation?post=40506"},{"taxonomy":"100-search-term","embeddable":true,"href":"https:\/\/www.dataiq.global\/devstage\/wp-json\/wp\/v2\/100-search-term?post=40506"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}