I always enjoyed understanding brand strategies and looking for brand growth opportunities, doing all this via data driven insights. I associate marketing with war or competition between brands where all players have their "weapons", like pricing, distribution, promotional activities, portfolio decisions, new product development and the list can be continued. I have always worked in analytical roles close to data but in parallel was close to senior business decision makers, too. I have a passion for uncovering insights via analytics but appreciate that even the most sophisticated model has little worth if it is not shared in the right way with business stakeholders who are not necessarily analytical experts. This final "storytelling" phase is vital.

Marketing consultants at NielsenIQ have the opportunity to share their category expertise with retail media. These are some of the examples when UK retail press was citing from me.