I am the Principal of MarketingIQ. I am an award-winning marketing and media measurement specialist with 20+ years experience in data and marketing science. I specialise in areas like Marketing and Media Mix Modelling (MMM), media attribution, campaign results forecasting and customer and influencer analytics.
My client MMM project experience includes Disney+, Electronic Arts, News UK (The Times), Purplebricks, O2, TalkTalk, UK Government, Virgin Money, Whirlpool.
My work is defined by one mission: helping advertisers measure, understand, and significantly improve marketing effectiveness through the rigorous application of marketing data science. I am a hands on practitioner; I take briefs, manage data collection, develop code, build models, run scenario forecasts and advise on media effectiveness issues.
The Network Perspective: Before founding MarketingIQ in June 2024, I held senior leadership and Main Board roles at the world’s most influential media networks. My experience includes:
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mSix (WPP): European and Global Head of Data Science.
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PHD (Omnicom): Main Board Director with responsibility for the agency’s total analytics output.
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Initiative (IPG): Main Board Director.
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Mindshare (WPP): Managing Partner.
- I have also worked at independent agencies, The 7Stars and The Kite Factory.
Awards: My teams have won multiple awards including three Campaign Media Week Awards for Econometrics (one Gold and two Silvers), a Media Week Gold for Integrated Media Planning, a WARC Global Best Use of Data award, and a WARC Special Prize for Attribution. I was elected a Campaign 40 over 40 winner in 2021 for my contribution to marketing data science.
Award-Winning Methodology
My approach isn’t just theoretical—it’s proven. In the four years prior to launching MarketingIQ, my teams secured three MediaWeek Awards (Gold and Silver) for Best Use of Econometrics, a WARC Global Silver for Best Use of Data, and a Special Award for Attribution.
I was also elected a Campaign 40 over 40 winner in 2021.
Technical Rigor
I believe that high-level strategy is only as good as the math behind it. I personally architect all modelling in R, utilizing a sophisticated stack of Time-Series analysis, Bayesian regression, and spatial data visualization. This "code-first" philosophy ensures every model I deliver is transparent, reproducible, and custom-fit to the client’s specific business challenges.
A Track Record of Growth
My client experience spans the global growth economy, from the UK Government (DWP) and blue-chip icons like BT, O2, and The Economist, to digital-first giants like Electronic Arts and disruptive brands like Hawkstone, Nutmeg, and Purplebricks.
At MarketingIQ, I combine this big-network rigor with boutique agility to provide the mathematical certainty that modern marketing demands.
Client Experience
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