I’m a specialist in using data-driven methods to increase marketing and media effectiveness and find opportunities to drive business growth.

I currently work at m/SIX a media agency within the WPP Group as Head of Analytics for EMEA. In the last year our team has won a MediaWeek Gold for Best use of Econometrics, and a Silver and Special Award for Attribution in the 2019 WARC global Best use of Data awards.

My skills include:

  • Category, customer and consumer analytics to produce insight that delivers competitive advantage.
  • Marketing effectiveness improvement using MMM, full funnel attribution and other advanced evaluation techniques.
  • Business forecasting to reduce risk and maximise target outcomes in marketing and media investment.

I’ve worked with a wide range of clients from new economy brands like Expedia, Just-Eat, KAYAK and Nutmeg to larger businesses and corporates like BT, BUPA, First Direct, O2, Prudential, Skyscanner, TalkTalk, Toyota, VirginMoney and Unilever.