Leading a team of insight experts, including researchers, data analysts and data scientists, using a blend of research and data methodologies to deliver insights for ITV’s Media & Entertainment business- Formation of a new ITV Insights function, powered by the foundations set by the data strategy- Delivered two significant team restructures in year one; Recruited Heads of Insights for Content, Advertising, Marketing, and Streaming; Leading multi-functional insight work streams, including Viewer Strategy and Business Forecasting- Developing a culture of trust, transparency, respect, and cross-business collaboration to drive a unified insights strategy and realise operational best practice; breaking down siloes of past structures- Promoted to ITV's executive leadership team, by CEO invitation

- Hired and led data product strategy leads delivering data solutions for Product, Marketing and Advertising- Championed a value-oriented product development culture- Led the onboarding of ITV’s first customer data platform, delivered business outcomes and process efficiencies- Outcomes delivered include: Increased speed to value by automating target segments for marketing campaigns on and off ITV; Increase in viewing hours on ITVX through product experimentation and new content recommendations; Increase in addressable revenue opportunity through the introduction of new ad products- Coach and Advisor for ITV's Studio 55 Ventures shortlisted candidates- Promoted to ITV's senior leadership team

Responsible for ITV’s advertising data strategy, including delivering targeted ad products, ad effectiveness measurement solutions, data partnerships and collaborations, and audience analytics. Achievements include:- Recruited a #rockstar team of commercial data specialists- Launched a suite of self-serve insight tools, powering ITV's advanced advertising sales proposition and client partnership discussions- Developed addressable ad products exclusively available through ITV’s PlanetV programmatic platform. Spearheaded the use of first party data, data science, and premium data suppliers- Delivered several studies proving ID-level effectiveness of addressable advertising in driving online conversions and in-store sales- Brought ITV's first Retail Media pilot product to market, combining loyalty card data and clean room technology. Early successes evolved into the now popular Data Match and Data Matchmaker solutions- Led the commercial data partnerships strategy, including the ITV-InfoSum partnership- Recognised by The Drum, Advertising Week and DataIQ

Member of the audit and remuneration committees.

Independent advisor and consultant to business leaders and their teams delivering digital transformation through media and data strategy.Nov 2021 - present Advisory Board member. Early stage consumer goods brand pivoting from traditional retail to a social commerce business modelFeb - April 2019 FTCSenior Consultant, Commercial Innovation. National news media group.Oct - Dec 2018 FTCDigital Marketing Advisor. Childrens charity.

Responsible for the strategy and structure of advertising platforms, products and data solutions- Developed and delivered insight visualisations using first-party supply and demand data. Our insights challenged legacy automotive conventions and became widely sought after by automotive advertisers. Awarded AOP ‘Best Use of Data’ 2018- Designed and delivered targeted ad products using automotive search data- Forged media partnerships to enable wider data commercialisation- Prototyped a real-time, algorithmic audience segmentation model to power audience targeting based on the car buying journey. Two case studies, shortlisted for an industry award- Led the GDPR readiness workstream for advertising- Recognised by TheDrum Digerati 2018 and '50 Women in Ad Tech’ 2017- Mentor for the AT Women's Network

- Modernised the programmatic trading business and grew revenue by m ore than 50% yoy- Built the media buying team that brought all display marketing activity in house, delivering significant marketing cost efficiencies and improved ROI- Launched ad products that combined first party data with research, analytics, and data science- Commercial lead on the deployment of the company's first data management platform

Launched, built, and managed the Telegraph's programmatic trading business and responsible for yield optimisation and analytics for Digital Advertising- Built agency trading desk relationships and managed all technology partners- Designed and executed programmatic positioning, products and pricing for UK and global inventory, accountable for revenue- Optimised yield and ensured premium valuation of display ad inventory, working with sales, operations and technology- Key projects/achievements, included: investigated the feasibility of a premium publisher network (2012), among the first UK publishers to launch first party data segments programmatically (2012), member of the team responsible for onboarding a data management platform (2012-13), created a quantitative ROI model for improved inventory forecasting accuracy (2013), three published case studies (2013), grew programmatic revenues by 120+% year-on-year (2014)

Strategist for digital business areas including advertising, commerce, editorial, product and technology- Valuation and analysis of digital growth initiatives, providing executive recommendations- Designed business models to analyse commercial viability of new ventures, and challengeperformance and effectiveness of existing products and services- Developed revenue forecasts for digital advertising, using value levers and scenario modeling- Major projects included: assessing the financial viability of a data-driven advertising strategy(2011), evaluating the case for a web subscription model (2011), assessing the proposeddivestiture of the online dating business (2010), business case for the new Fashion and Luxurychannels launches (2011, 2009), developed a revenue and cost allocation model to understandprofit by content category (2009)

Internal strategy consultant on European corporate, commercial, product and marketing projects.- Designed a business expansion strategy for the business development team (2007). Identified areas for optimisation within current deals and new opportunities- Analysed monetisation opportunities for AOL's re-launched web business in Europe (2007). Quantified the commercial impact of advertising across AOL’s network- Lead member of the team responsible for the strategic divestiture of AOL's ISP business in Europe (2006). Delivered the initial identification and assessment of strategic scenarios, and recommendations to c-suite. The sale raised $1 billion- Managed the European corporate re-brand (2004/2005). Programme-led EU country teams, US headquarters, and creative agencies to deliver the new brand elements- Other projects: evaluated acquisition targets, due diligence on new ventures, examined levers for growth in existing products and long-term value opportunities

Managed market research and analysis that initiated and supported a successful startup targeting high-end mobile professionals- Managed $100k+ research budget - evaluated and negotiated all syndicated research contracts - Managed several large marketing projects including brand awareness and new product concept testing. Results used to formulate advertising and product strategy- Member of the IPO team. Company later acquired by Earthlink

- Analysis of web metrics and research to assess online usage behaviour and forecast future trends. Results informed service improvements, user loyalty and retention, and new registrations- Developed ongoing user profile and segmentation studies used by executive management in defining company's strategic positioning- Responsible for providing data and metrics for Disney's portfolio of websites and competitors, used in public relations and to guide Wall Street analysts

- Sole Associate for Institutional Investor All-American Analyst. Co-authored an investment research series on the workplace learning industry- Developed and maintained financial models for portfolio of 15 companies. Models guided daily trading activity and investment recommendations to the buy-side- Extracted and qualified guidance on financial projections from C-level executives. Assessed impact of new developments on company business plans and market valuationRobertson Stephens was a San Francisco-based, boutique investment bank focused on technology companies. At the height of the internet boom, it underwrote several prominent tech firms including Mapquest and E-Trade. The firm closed in 2002.

Research support for PhD candidates specialising in strategy and entrepreneurship.