I started my career in Fashion Merchandising working for global brands like Uniqlo and Burberry, but moved into Consumer Insights after getting bored of the minutiae of analysing product line performance.

Instead, I wanted to understand the macro trends at play and know how to use this to influence the bigger strategic decisions. For 8 years, I worked across the biggest high-street names: M&S, Debenhams, River Island, New Look & Primark. At each of these companies, I worked on large strategic projects that I would deliver to senior stakeholders in the business. My projects spanned from developing and imbedding Customer Segmentations, shaping Channel Strategy, Brand Development and even helping plan and launch a new division from scratch. Having felt I had mastered retail insights I wanted a new industry and challenge, and my role as Insights Manager for Home Appliances at Samsung has given me exactly this. Working for a global tech leader, life at Samsung is fast-paced and challenging; here too I have been able to influence channel, brand, product and marketing strategy. Not being one to settle I am now adding the exciting world of Smart Home Technology to my remit as well.

Consumer and Market Insights are heavily embedded in technology, we rely on using the right tools to be able to understand the market, connect with our customer base, and importantly those who don’t shop with us at all. I learned how to use more technical software like CRM FastStats to track the movement of our customer base, and mastering BI software like SAP Business Objects and Tableau allowed me to analyse sales performance, whilst Voice of the Customer and Brand Tracking programmes allowed me to monitor our customer and brand health. Finally, platforms like Edited, GFK, Statista, and Kantar all allowed me gather market and competitor intelligence. The combination of learning and using these wide varieties of insights technologies allow me to make evidence-led recommendations of where the opportunity gaps are and how we fill them. Since the pandemic I have especially enjoyed supporting on the acceleration of online growth and shedding light on how we can improve the online customer journey.

One of the reasons I wanted to move into Consumers Insights was how new and evolving it is as a sector; we have come a long way from the mirrored focus groups of the 80’s. Technology has provided scalability to make all kinds of insights much more accessible and affordable so that businesses no longer rely on experience or gut feelings, which for me means the impact I can have is far reaching.