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My role at Marel was to oversee market and competitive intelligence efforts with the aim of providing actionable intelligence and advice to the business. During my tenure at Marel the main focus was on developing a data-driven MI platform that can be used across the company to create and distribute market insights.

I joined Capacent in 2009 to set up a new consulting business in the field of predictive analytics and data science. During my tenure at Capacent we developed and implemented predictive analytics and data-driven business solutions at some of Iceland’s main companies. We focused on applications in customer, fraud and operational analytics and delivered solutions to a wide variety of business challenges in banking, retail, insurance, telecommunications, aviation and heavy industry. These challenges ranged from segmenting customers based on their behaviour to detecting suspicious insurance claims, predicting job tenure, customer churn and making next-best offer recommendations.I was also active in other fields, notably consumer and tech trends, loyalty management and customer-centric strategy.

Landsbanki is the largest retail bank in Iceland.Represented the business side of the bank in a large customer analytics and campaign management project with SAS. Main analyst on the project.In charge of market research for retail and corporate banking.Implemented customer metrics dashboards in the branch network.

Arkenford is a specialised market modelling and research firm in the UK.In charge of advanced data analysis using statistical modelling. Successful projects include:- Developed a market response model to predict the sales of a major games console.- Segmentation of gamers in Europe.- Segmentation of the UK tourism market.- Modelling the impact of outdoor advertising on buses and on the rail network.- Designed measurement tools to track purchase intentions.

Holden Pearmain is a specialised market modelling and research firm in the UK.

Iceland's leading media company with several subscription TV channels and radio stations.Analysed market information, e.g. ratings, advertising spending and consumer behaviour research, and reported to various company departments and upper management. Worked closely with the marketing, programming and advertising sales department, trained sales people, developed sales strategies, produced media plans and presented market information to advertisers. Commissioned market research and in frequent contact with research, advertising and planning agencies.

Iceland's leading daily newspaper.In daily contact with advertisers and advertising agencies. Negotiated rates and advised on execution of advertising campaigns. Analysed readership data and circulation figures.