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Researcher
I have spent 16 years in market research. I started at P&G, analysing media effectiveness to help the business better allocate the budgets. Then I moved agency side, where I got into consumer and brand research, including social listening. Eventually, I was leading a team of 15 consultants across five countries at Kantar.
But after years of giving clients recommendations, I got curious about doing the work myself. So I moved into strategy and started running campaigns, handling everything from the copywriting to the media buying and optimisation.
It has changed how I think about research. When you’re the one who has to act on the findings, you become much more interested in asking the right questions and understanding the people behind the data.
Media buyer
I’ve spent 13 years working in digital marketing, and I keep running into the same problem with the tools. I started in SEO, where keyword data only told me so much. I moved into media buying, but even after planning and buying around $40 million in client media, I still found that the platforms could tell me what happened, but rarely why.
So I taught myself data science and started building my own tools to find the answers. I’ve worked across pharma and finance, with agencies including Havas, FleishmanHillard and Publicis Media.
When clients started asking what people were talking about on LinkedIn, I ran into the same problem again. Nothing available gave us the data we needed, so I had to build a way to collect it ourselves.
New business
I’m usually the first person you’ll speak to at Rare Signal. My job is to understand what you’re trying to find out before we start talking about what research you might need.
Before joining Rare Signal, I spent ten years working in pharmaceutical research and communications. I’ve worked on clinical trials at Roche, drug pipeline intelligence at GlobalData, and scientific publications, advisory boards and international congress programmes.
That background means I’m used to getting to grips with complicated subjects, asking questions and working with people who know their field inside and out. It’s what I bring to those first conversations, whether you’re working in finance, consumer goods or healthcare.