“Whether you think you can or think you can’t, you’re right.” – Henry Ford
After spending a few years analysing and forecasting the IT B2B market for large multinationals like IBM, Samsung and HP, I wanted to go back to a more consumer focused environment. I was also keen to use my analytical skills across the whole marketing spectrum, including advertising, offline and online, pricing and trade promotion. The techniques we use at Data2Decisions allow us to do exactly that – measuring the impact of all marketing drivers on our clients’ business, therefore providing a holistic view of what works and what doesn’t.
Describe your role at Data2Decisions?
As a Principal Consultant at Data2Decisions my role is to help clients understand how their current marketing strategy is performing and how they can drive more profit from their investments. More specifically my responsibilities involve managing projects, client relationships and the teams conducting the work. Since joining Data2Decisions I have led a number of global projects for world-famous clients in the retail, luxury and FMCG sectors, helping them make sense of their data and answering their most pressing business challenges.
What’s the most exciting thing about being in the marketing industry now?
The explosion of data and the fantastic opportunities it brings to clients and agencies to better understand how customers behave in today’s connected world and how these new behaviours impact businesses.
What’s the best thing about Data2Decisions?
The work environment. People work hard but are encouraged to have fun while doing it. This creates a positive and nurturing environment where people support each other and where talent can grow. A lot of internal initiatives are put in place that give people opportunities to learn and develop their skills as part of but also outside of their daily role – it is a very dynamic and entrepreneurial environment.
People are all very talented and at the same time very humble. Everyone without exception is very friendly and willing to help when needed.
What’s the best career advice you’ve ever been given?
Practice makes perfect. By putting specific and sustained efforts into doing something you want to improve you will gradually become more comfortable doing it and eventually become good at it.
When you’re not at work, what are your interests?
Dance, cinema, personal development and nutrition.
Annabelle is a member of Route 500, Dentsu Aegis Network’s global leadership development programme for high potential employees.