|Marketing & Analytics Consultant In 1998, whilst working with both Unilever and Sainsbury’s I recognised an opportunity to help FMCG clients explore the value of their own data and the newly available retailer loyalty data.
Working for: Direct Wines, WWAV Rapp Collins & Data by Design before starting Tangerine my focus has revolved around: data-driven strategic thinking, business modelling, campaign planning & operational impact planning.
Since I was on a work placement from my Business degree with Pirelli in 1987, I have been fascinated by the power of spreadsheets to collate, present and analyse data.
My first project was to gather data on cars and tyre data from car-parks, capture the data in ‘SuperCalc’ and prepare some analysis. It was clear that ‘macros’ would help and so began my love of code to provide quick repeatable solutions.
Back at Uni, we were given an IT project to optimise media buying for a brand based on exponential recall decay, price/audience focus and budget. I was totally absorbed in the new powers of pre-Windows Excel and couldn’t wait to get into the commercial world full-time to apply these ‘geeky’ skills.
Since then I have developed sophisticated solutions that have been deployed for over 20 years (with a few updates) and working with Ben at ExcelFrome to wrap solutions with ‘Ribbons’ and a host of system controls we deliver full blown applications.