Jaywing has promoted Dr Catherine Kelly to spearhead its 70-strong data science team as marketing practice director.
Dr Kelly, who has a PhD in mathematics, started her career at Diageo before switching to Kellogg’s then back to Diageo, working in a number of senior roles.
She then moved to Asda in 2014, leading a team of analysts, responsible for delivering insight to drive the effectiveness of the retailer’s marketing and was appointed head of data science in 2016.
Since joining Jaywing in 2017 as a senior consultant, Dr Kelly has been instrumental in the development of its marketing effectiveness proposition, implementing AI within attribution modelling and introducing more of a focus on data-driven personalisation and econometrics.
Jaywing’s clients span retail, financial services and travel and leisure, and include Mazda, Jet2 and First Direct.
Jaywing managing director Ben O’Brien said: “Catherine has been an asset to the business from the day she joined, so we are delighted that she will now be taking a strategic lead.
“Combining sophisticated mathematical thinking with machine learning, this approach is increasingly at the heart of the marketing landscape. Meanwhile, there is a huge opportunity for brands to enhance customer journeys through the application of AI and data-driven personalisation techniques.”
Dr Kelly added: “It has been abundantly clear to me since joining that Jaywing leads the way in data attribution modelling, and is developing the kind of highly specialised and tailored techniques that will shape marketing practices of the future. I look forward to taking the lead in ensuring brands leverage the tools we develop to create truly impactful campaigns.”
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