I have set up Trinity Projects with the goal of helping companies to make more evidence-based decisions.
I spent the first 15 years of my career at Taylor Nelson/ AGB / Kantar where I designed questionnaires and consumer diaries and also used purchase panels to find insights. My work included U&As, Conjoint, Pricing and Portfolio management looking after clients including Procter & Gamble, Unilever, McVities, Nestle, Johnson & Johnson and GSK.
I have spent the last 10 years building and running the Analytics practice at Cadbury/ Kraft/ Mondelez for their Chocolate business in Europe. This first involved combining internal sales, media and promotion teams and data to build a roadmap for sign off by senior stakeholders. I then built strong partnerships with external partners at Google, Facebook, Twitter, Oath and Snap so that we could clearly understand what was working and what needed improving. I built forecasting and optimisation capabilities which led to large increases in media investment and ROI across Europe.
I’ve also held a number of key industry positions in the areas of measurement and effectiveness:
- ISBA – Chairman Insights & Effectiveness Board
- ISBA – Executive Committee
- IPA – Effectiveness Advisory Board
- UKOM – Commercial Board
and have presented at several major events for the likes of Campaign, Marketing Week, IAB, IPA and WARC.
I have a real strength in bringing together people of different backgrounds, levels, countries and cultures to deliver great results regardless of how invested they are in the overall objective. I also love to train and develop individuals in account management, data visualisation and presentation skills. If you have a business problem that might be solved with more effective or efficient use of people and data then please reach out and let’s see how we can collaborate together.
Here are some examples of my work, case studies, interviews and articles to give you an idea of who I am and how I think and work.