Entain is a FTSE 100 global gaming & sports betting group, undertaking a global transformation to an agile squad-based operating model.

• Lead global consumer insights, competitor intelligence, and cultural/behavioural analytics across Entain's brand portfolio in Europe, LATAM, UK, US, and Canada, embedding the voice of the customer into brand, product, and market strategy
• Manage a 17-person global team, restructured to align with Entain's transformation, expanding remit across text analytics, AI governance, usability benchmarking, and KPI design, upskilling staff and limiting attrition
• Embed insights capability within product pillars (Sportsbook, Gaming, Player Experience), delivering monthly VoC reporting direct to product MDs and building Kiro-powered natural language querying of player data for engineers and PMs
• Align product verticals and commercial priorities with consumer-led performance metrics and market intelligence, ensuring strategic decisions are grounded in customer needs and growth opportunities

Key Achievements:

• Integrated customer data platforms to elevate insights in brand and product decision-making while driving efficiencies (£170k savings p.a., £1.2m cost avoidance p.a.)
• Built an ML-based taxonomy for text analysis powering Entain's first fully cloud-native vulnerable customer detection capability, reducing false positives to 0.1% across 35k daily requests at 100% uptime, improving service accuracy, and cutting vendor dependency
• Developed global brand & consumer equity measures (Share of Wallet, Ease, Satisfaction, NPS), embedded into strategy and annual planning across Entain's 30+ global markets
• Took ownership of UX Research capability in 2026, eliminating vendor dependency in participant recruitment by building a signal-triggered process: detecting low satisfaction ratings, high-volume complaints, or drops in engagement and recruiting affected users directly in-house
• Defined what 'Tier 1' means for Entain, responding to a board and CEO objective by synthesising competitive intelligence, industry reports, and proprietary CX, behavioural, and contact desk data to surface 13 priority issues across the US, UK, and Brazil; the resulting framework shaped the Chief Product Officer's strategic vision and set the product organisation's roadmap for 2026–27
• Delivered a 20% reduction in global help desk contacts through 2025, driven by insights-led product improvements across onboarding, payments, and withdrawals
• Led the full Ladbrokes rebrand insight programme: audience research identifying customer ageing as a strategic risk, target cohort definition, brand KPI design, UX testing, and continuous performance tracking from brief to launch; rebrand delivered +13% share-of-wallet among target cohorts
• Identified registration-to-deposit friction in Ladbrokes UK through usability research, pinpointing barriers in document verification, icon/terminology comprehension, and homepage navigation; onboarding redesign delivered +2pp first-time deposit conversion
• Identified login friction as a global adoption barrier through VoC and usability data, informing a biometric login rollout that reached 71% adoption (+17pp); in the US, research connecting disproportionate dissatisfaction to 18–24 players informed navigation improvements that achieved 98% login success and a 3pt rating uplift for that cohort
• Quantified payment friction as a first-time deposit barrier in Brazil through CX data; PIX integration drove first-time deposits +54% and cut auto-refunds from 30% to 1%
• Identified mobile payment friction through CX data; Apple Pay and Google Pay integration doubled weekly Google Pay first-time deposits, with 50% driven from mobile web
• Quantified withdrawal frustration as the source of 13% of global help desk contacts; removal of payout batching moved 90% of global withdrawals to under one minute (previously 2–3 days), delivering a >5pt satisfaction rating improvement
• Led measurement and optimisation of Entain's coin economy programme, tracking player value, communications effectiveness, and usage: 1bn points earned, 80% redeemed
• Quantified speed and reliability as the source of 5% of Brazil help desk contacts; server-side rendering and intelligent page routing halved both reliability-related contacts and page load times among high-tenure players

Codec is an AI/ML-driven customer intelligence startup, acquired by Pentad Group in 2023.

Key Clients: Diageo, Unilever, Mars Wrigley, Lululemon, UBS, Twitch

• Developed and grew a cross-functional team of strategists, analysts, and engineers to deliver predictive analytics, customer intelligence, and research-led strategic solutions for global B2B and B2C clients
• Partnered with founders, CEO, and board on brand vision, investor narrative, and commercialisation strategy, positioning Codec as a market leader in AI-driven insights
• Led global consumer insight and brand strategy programs (incl. Diageo & Unilever), shaping innovation, positioning, and communications development

Key Achievements:

• Built Codec's global research capability, combining qual/quant and AI-driven cultural insight, directly shaping brand positioning and innovation strategy
• Built Codec's marketing-effectiveness and attribution capability: linked cultural-insight-driven segmentation (Codec's proprietary IP) to segment-level media spend across social (short- and long-form video), display, influencer, and OOH, then modelled impact on engagement, sales, and brand lift — delivering +12% brand uplift and +28% engagement for Mars Wrigley, +9% revenue at 2.5x ROAS for Lululemon, and +60% engagement with +79% HNW lead generation for UBS
• Increased average contract value by 36% and reduced churn by 10% through development of scalable data products
• Applied JTBD methodology, moving to innovative ABM strategy, driving 14% revenue uplift during pandemic disruption
• Supported Series A & B investment raises and played a key role in the successful 2023 acquisition by Pentad Group
• Delivered thought leadership via global stages (AdWeek, TED Tech, Cannes Creativity Festival), academic guest lectures (CASS Business School), and C-suite panels (Digital Leadership Forum)
• Instituted internal training on data storytelling and visualisation, raising organisational capability

Key Clients: Honda, Microsoft, Nintendo, Halfords, Starling Bank, Co-op Energy

• Directed strategy & design teams to ideate and execute growth roadmaps across digital, brand, and customer experience, aligning data-driven insights to CMO priorities
• Partnered with client CMOs and agency leadership to ensure buy-in of customer insights and effective strategies

Key Achievements:

• Built 'connected creativity' capability, turning consumer insight and analytics into inspiring brand strategies, now embedded across new business RFPs
• Unified multiple consumer data sources into a single-customer view, unlocking insight for brand positioning, campaigns, and annual planning — growing account scope by 29%
• Built marketing-effectiveness measurement for Halfords and Honda using multinomial and logistic regression to isolate high-performing channels: micro-influencer channels for Halfords (+50% ROI) and OOH and short-form video for Honda (+45% content engagement, +14% dealership leads)
• Led positioning strategy in successful pitch for Microsoft's AI suite, connecting enterprise technology to cultural insights
• Represented Karmarama & Accenture at global client Innovation Days, AdWeek, and Cannes, showcasing thought leadership and strengthening C-suite relationships

Key Clients: BMW

• Directed global brand and digital strategy for BMW launches (5-Series, eDrive, M2), driving 40%+ sales growth
• Created KPI frameworks and agile briefing processes to optimise multi-channel marketing
• Implemented revised briefing and alignment processes to address evolving digital, social, and PR needs

Key Clients: PlayStation, hilmor, Graco, Vaseline

• Developed strategy for PlayStation 4 launches, including hardware, software, and subscription services — driving record adoption and 64% revenue growth
• Implemented KPI modelling across integrated campaign touchpoints

Key Clients: Trident US, NBC Universal

• Organised and ran a brand alignment workshop for Trident US, delivering 2013 strategy
• Developed segmentation for NBC police procedurals to guide communications
• Created Excel model mapping brand connectedness using Simmons data

Key Clients: BISSELL, Kelloggs, Sealed Air

• Led implementation of a streamlined process for commissioning market research, reducing turnaround time across accounts
• Managed supply base of ocean freight carriers, negotiating shipping rates and achieving a 7% rate reduction
• Developed internal marketing strategy for GEP website, implemented in early 2012

Minor: Business

Semester abroad