Hello, I'm Abs. I lead insight and analytics teams, but the bit I care about most is human: understanding what people need, asking better questions, and helping businesses do something useful with the answers.
A career built around people, not just numbers
Across Pharmacy2U, Quidco, Wunderman and AMV BBDO
Across Pharmacy2U, Quidco, Wunderman and AMV BBDO. A measure of leadership scope, not a causal claim of financial impact.
Multidisciplinary analytics leadership at Wunderman
Multidisciplinary analytics leadership at Wunderman. A measure of leadership scope, not a causal claim of financial impact.
Voice of Customer measurement at Pharmacy2U
Voice of Customer measurement at Pharmacy2U. A measure of leadership scope, not a causal claim of financial impact.
Analytics leadership for Ford of Europe
Analytics leadership for Ford of Europe. A measure of leadership scope, not a causal claim of financial impact.
Measures of scope and responsibility, not claims that every business outcome was caused by insight.
Selected employers & brands
Pharmacy2U
Quidco
Ford
Sainsbury’s
BT
Mars
GuinnessSelected employers and clients. Brand marks are shown for identification only and do not imply endorsement.
A creative brand close to home
Florence & NellFlorence & Nell is my wife Jo’s jewellery brand. I enjoy helping behind the scenes with customer insight, understanding buying behaviour and digital marketing decisions. It’s a lovely reminder that behind every data point is a real person.
Visit Florence & Nell website ↗ Instagram @florenceandnell ↗
Every role brings a different problem to solve. Here are three ways I can help, with examples from the work I’ve actually done.
Connect customer behaviour, attitudes, segmentation and value to decisions about acquisition, retention and growth.
Work that combined analytical rigour with the courage to ask whether we were doing the right thing for customers.
At Pharmacy2U, developed customer lifetime value frameworks across business units, and introduced control-cell standards so CRM performance can be assessed for incrementality rather than assumed impact.
At NOW, helped challenge a proposal to make cancellation more difficult. Customer evidence influenced leadership to retain a simpler, more transparent journey.
Led analytics across 24 European markets for Ford, aligning market, media and customer performance evidence to support commercial decision-making.
Public case-study summaries are intentionally high level; no confidential datasets or unverified ROI claims are published.
Don’t just take my word for it. These are excerpts from recommendations written by people I’ve worked with — about the work, and the person behind it.
“true people person”
“an impressive ability to navigate complexity with a calmness born of confidence and experience”
“Open, collaborative and with a talent for ferreting out answers.”
“I would hire him again in a heartbeat!”
“instrumental in helping us build and grow the Insight team”
“a fundamental part of my marketing plan and strategy”
I’ve spent my career at the intersection of customers, data and the decisions businesses make. I’m happiest when people feel confident enough to ask difficult questions, challenge an assumption and change their minds when the evidence says they should.
My experience spans healthcare, subscriptions, consumer platforms, technology and global brands. The industries differ, but the question stays the same: what actually matters to the people we serve?
A detailed role history is available above in the experience library.
If you’re building a team, tackling a tricky customer problem or just want to compare notes, I’d be glad to talk.
Email Abs ↗ Download CV ↓