Asda head of data science takes on top role at Jaywing

Catherine KellyJaywing has further expanded its 70-strong analytics team by hiring Asda head of data science Dr Catherine Kelly – who has been at the forefront of the retailer’s data-driven marketing strategy – as a senior consultant.
Dr Kelly, who has a PhD in mathematics, started her career at Diageo in 2002 as a regional development executive, before switching to Kellogg’s as a planning manager, where she stayed nearly three years.
She then moved back to Diageo, working in a number of senior roles, including senior business intelligence manager and as business lead on the company’s GB transformation project, overseeing the implementation of a SAP CRM platform.
Dr Kelly became marketing effectiveness manager at Asda in 2014, leading a team of analysts, responsible for delivering insight to drive the effectiveness of the retailer’s marketing. She was appointed head of data science in June last year, and was in charge of developing Asda’s single customer view; its platform for analytical and targeted, relationship marketing. Former Tesco Clubcard and Sainsbury’s loyalty chief Andrew Mann joined as head of insight three months later.
Jaywing says the appointment is a reflection of its long-held and ongoing commitment to data science, which sits at the heart of the business, delivering analytical, ‘big data’ management and data product services. Its client base spans retail, financial services and travel and leisure, working with brands including The Swinton Group, Jet2 and First Direct.
Jaywing managing director Ben O’Brien said: “We are delighted to welcome Catherine to our growing team of talented data scientists. Jaywing has already set the standard in data science in our industry and we are excited about the next stage in our ambitious strategy. As the sophistication of artificial intelligence and machine learning, and the availability of data grows, it’s critical that brands are supported by people with the right data skills. This combination of new technology and data expertise will be key to how the marketing landscape evolves over the next five years.”
Dr Kelly added: “Jaywing is doing some ground-breaking work in data science and I am delighted and privileged to join the team. The proliferation of data in recent years has presented marketers with numerous challenges and I’m excited to use my experience to help Jaywing’s clients overcome these challenges and turn them into opportunities.”

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