Armadillo double hire boosts top data and insight team

Bristol CRM agency Armadillo has strengthened its senior team with the double appointment of a new data strategy director and a new head of insight and analytics, designed to drive its data offering further for global clients, including McDonald’s, Disney and Carnival UK.

Data strategy director Lucy Darbon joins from Zone, where she was data strategy lead, driving acquisition, analysis and leveraging clients’ first-party data.

Before that she worked at BT, utimately leading a team as senior digital marketing effectiveness manager.

At Armadillo, Darbon will bring her skills and experience to bear, helping clients use data to drive businesses forward. Working as a bridge between strategy and data teams, she will use tools such as data visualization and analysis to democratize data, activating first-party data and driving ROI.

Head of insight and analytics Andrew Sargent joins from charity and non-profit data insights agency at Wood For Trees, where he has been for 12 years. latterly as director of analysis.

Having worked with major charities British Red Cross, Marie Curie and British Heart Foundation, at Armadillo Sargent will focus on getting strong insight through data from its global clients.

Heading up a team of six, he will provide in depth analysis across the agency and will work closely with the creative teams to enable data to inform creative strategy.

Armadillo chief executive James Ray said: “Intelligent use of data is at the heart of everything we do at Armadillo, and Lucy and Andrew joining will give us a fantastic opportunity to further upweight our capabilities.

“As well continuing to leverage first-party data for brands, the appointments will help move creative and data even closer together, allowing insights to inform creative strategy and output, and driving ROI across all our campaigns.”