Yudhveer Singh Email & Phone Number

I seek complex problems, especially in the domain of marketing strategy. To do this, I avidly think and read at the intersection of people, brands, markets and culture. Currently I am spending most of my time creating data-informed hunches for communication, brand and product teams at Scandinavian Airlines (SAS). I also have experience in delivering strategy and insight projects for Ericsson, Essity, Glaxo Smith Kline, KTH, Lantmännen, Malmö Stad and Microsoft.The marketing questions that make me walk and read a little more these days:1. How can we strategize better using 'possibilities' in context instead of defaulting to MBA-pedagogical methods based on "certainty" and "prediciton"?2. Can people be loyal to brands, if yes what is it worth? What is the utility of NPS and related metrics if they cannot be directly linked to market share changes?3. How can we combine MMM, Brand strength surveys and Experimentation to make the most of marketing budgets? Where does attention and signal strength of channels fit?4. Do trends, demographic segments and generational insights serve any real purpose in brand growth? Do contexts of buying (CEPs) and cultural movements yield better results?5. Is the co-opting of Purpose by brands fundamentally flawed?

Listed skills include Strategic Planning, Leadership Development, Organizational Development, International Relations, and 22 others.