Managed and restructured a 15-person global team, expanding remit across text analytics, usability benchmarking, and KPI design, while upskilling staff and limiting attrition to one voluntary departure.

Developed and embedded global brand and consumer equity measures (Share of Wallet, Ease, Satisfaction, NPS) into annual planning and strategy across diverse markets.

Directed the development of Entain's first fully cloud-native customer escalation capability, significantly reducing false positives, improving service accuracy, and cutting vendor dependency.

Integrated customer data platforms to elevate insights in brand and product decision-making, driving efficiency with £170k in savings and £1.2m in cost avoidance.

Connected consumer behavior and CX insights into product and brand KPIs, influencing innovation roadmaps and executive decisions while enabling self-service analytics.

Established executive and board-level reporting, including VoC forums and customer-closeness initiatives, to align C-suite and product MDs on customer priorities.

Recognized in Entain's Elevate Program for high-performing managers, demonstrating consistent high performance and leadership potential.

Increased average contract value by 36% and reduced churn by 10% through the development of scalable data products.

Applied JTBD methodology, transitioning to an innovative ABM strategy, which drove a 14% revenue uplift during pandemic disruption.

Supported Series A & B investment rounds and played a key role in the successful 2023 acquisition by Pentad Group.

Built Codec's global research capability, integrating qualitative, quantitative, and AI-driven cultural insights to directly shape brand positioning and innovation strategy.

Led global consumer insight and brand strategy programs, including those for Diageo and Unilever, shaping innovation, positioning, and communications development.

Delivered thought leadership on global stages including AdWeek, TED Tech, and Cannes Creativity Festival, along with academic guest lectures and C-suite panels.

Developed 'connected creativity' capability, integrating consumer insight and analytics into inspiring brand strategies, now embedded across new business RFPs.

Unified multiple consumer data sources into a single-customer view, unlocking insights for brand positioning, campaigns, and annual planning, growing account scope by 29%.

Led positioning strategy in a successful pitch for Microsoft's AI suite, connecting enterprise technology to cultural insights.

Represented Karmarama & Accenture at global client Innovation Days, AdWeek, and Cannes, showcasing thought leadership and strengthening C-suite relationships.

Directed global brand and digital strategy for BMW launches (5-Series, eDrive, M2), driving over 40% sales growth and optimizing multi-channel marketing through KPI frameworks and agile briefing processes.

Led digital strategy and KPI framework development for PlayStation 4 hardware, software, and subscription launches, driving record adoption and double-digit revenue growth.

Designed and led insight-driven brand and communications strategies for major clients like Trident US and NBC, including segmentation development and advanced data modeling to guide positioning and marketing execution.