Lead a team delivering insights and analysis to help stakeholders understand our customers in more detail, where any associated opportunities for growth sit and therefore how to capture more of their gross margin.Develop customer insights roadmaps by market, based on data availability, business priorities and in-year marketing deliverables, in coordination with overall insight strategy. Support in the delivery of regional market research and insights in collaboration with other functional teams, by aligning/prioritising regional and global strategic research and insight requirements, and building insight capabilities in the region. Influence leadership through the application of consumer insights and market trends, engaging in compelling business story-telling to inspire business action. Deliver insights, data and research for regional marketing strategy and projects and undertake ad hoc research projects on specific marketing initiatives, ensuring research initiatives provide incremental learning and positive ROI. Leverage external resources and agencies, collaborating to synthesise and analyse data, extract actionable themes and insights reports to feed into the planning and marketing processes.

Lead consultant for quantitative analysis, providing guidance on methodologies, running robust analysis and helping deliver clear insight to clients. Core specialisms were brand engagement, brand momentum and public opinion so the analytics role varied greatly and involved working across a large number of teams. At ICMUnlimited we were renowned for pricing analysis, segmentation, ad effectiveness modelling, data mining and multivariate key driver analysis. More recent innovation led me to be involved in setting up a passive metering panel, structuring the vast volumes of data collected and guiding how best to draw meaningful reports for clients. As head of the advanced analytics team my role also involved managing two analysts and providing a training programme to the rest of the business so they could understand and sell analytics more effectively.