I started my career at the BBC using behavioural data to tell stories about TV viewers, radio listeners and online browsers, before joining Marks & Spencer in Customer Insight to tell our customers’ stories.

Initially a researcher, I was keen to get more hands on with data, merging storytelling and analytics. This led to me to move over to the Marketing Analytics team (doubling the team size!). It was a challenge to embed data driven thinking into this creative juggernaut, particularly a few years ago before the full realisation of the power of data iPlayer produces and TV viewing habits moved away from “live” TV.

Moving on to Marks and Spencer in 2014, I joined the Customer Insight team. Working across a variety of areas (Food, Clothing & Home, Sparks, Bank, Customer Segmentations, Data Management, Social Media, though always in Customer Insight) I now manage Data Insight for the Clothing & Home side of the business, encouraging my team to “think outside the box” and get creative with their analytics, as well as engaging with stakeholders, driving insight into decision making.

Outside of work I’m satisfying my creative side by either watching or performing comedy.

I was selected to be one of the ambassadors for Women in Data & Technology in 2019 and am committed to supporting young women and girls into entering this wonderfully diverse sector.

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