Market Research and Insights Manager
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I am an experienced Market Research and Insights professional with over twenty years’ experience leading teams, delivering strategies, and managing programmes that drive change and support organisational goals in the Automotive sector. I have worked in fast-moving and complex environments, balancing strategic planning with practical delivery. I am motivated by roles where insights help people understand the market, influence positive ideas and behaviour, and support the wider business objectives of the organisation.
In my most recent role at Micheldever Tyre Services, I held the position of Head of Data & Insights. I was responsible for developing and delivering market analysis and marketing and sales strategies for multiple brands across the wholesale and retail channels. I collaborated closely with the executive team, reporting on performance, providing advice on strategy, and ensuring that communications supported both business goals and long-term brand reputation.
Leading teams has been a key part of my work. I managed up to eight direct reports across marketing and customer service, creating an environment where people feel supported, included, and motivated to do their best. I value collaboration and encourage teams to share ideas and take ownership of projects. I have helped my teams navigate change and competing priorities, ensuring work is delivered on time, to a high standard, and aligned with organisational objectives.
I have extensive experience delivering research campaigns and programmes. This has included Price Perception studies, Customer Satisfaction Studies both B2B and B2C, Shopper Studies and Brand Tracking Studies. I focus on planning carefully, measuring results, and using data to improve performance. At Micheldever, I introduced new market monitoring systems that improved intelligence and insights that provided key data to senior leaders to execute informed business strategies.
Collaborating with stakeholders is a key strength of mine, I have a track record of building trusted relationships with senior leaders, executive board members, external clients and suppliers, partner agencies and colleagues across different teams throughout my career. I am confident of providing advice at senior levels and ensuring that communications are joined-up, clear, and effective. I understand the importance of listening, learning, and adapting strategies based on feedback and insight.
This has helped me deliver information that meet both organisational goals and the needs of different audiences.
Earlier in my career at Goodyear Dunlop Tyres UK Ltd, I led a research team that provided market insights, own brand and competitive performance for the UK and Irish markets, across multiple automotive product categories. This work was also used to contribute to a total European market view. This meant collaborating with senior EMEA managers, building relationships, reputation and trust.
I participated in European projects in diverse multi-national teams growing my experience of contributing to initiatives. These experiences taught me how to navigate complex environments and work effectively across different teams and organisations.
I am extremely interested in innovation and continuous improvement. I have championed and implemented new tools, digital channels, and processes to improve insight generation, engagement, and efficiency. I am comfortable using digital platforms, data, and collaborative tools to support team working and to improve outcomes. I am also interested in modern technologies and in particular the use of AI to improve research innovation, and I enjoy learning and applying new skills.
As a leader integrity, respect, and inclusivity are key. I believe in empowering teams, valuing different perspectives, and working together to achieve our goals. I am a strong believer in developing and promoting from within the team, giving team members a clear progression path.
I am committed to delivering insights that are clear, effective, and helpful for all stakeholders. Communication is not just about sharing information but about supporting change, helping people understand priorities, and influencing behaviour in a positive way.
I am drawn to this role as I am confident, I can bring practical experience, strategic thinking, and strong leadership and make a meaningful contribution to the organisations work.
To summarise, I am a motivated, practical, and experienced research and insights professional. I have led teams, managed programmes, and delivered strategies that influence business behaviour, support organisational goals, and protect reputation. I work well under pressure, collaborate across teams, and focus on achieving results. I want to bring my skills and experience to the organisation to help deliver its objectives, engage stakeholders effectively, and make a real impact.
Micheldever Tyre Services Ltd, Winchester/Southam Sep 2023 – Dec 2025
Head of Data & Insights
Responsible for ensuring marketing activity effective and optimised. With a role at the start (market insight), middle (targeting and segmentation), and end (customer satisfaction), working seamlessly with Brand, Performance and Channel Managers to help them hone their understanding and focus. With responsibilities across all products and all markets (retail and wholesale), whilst also serving the wider business.
Managed the customer marketing database(s) and providing wide-ranging analytical insight to support marketing campaigns, alongside building analytical and predictive models, using demographic and industry data. Commissioned primary customer research whilst analysing secondary research sources to deliver insight that benefitted Marketing and the wider business. Reporting on Customer Satisfaction Scores (CSS), providing actionable insights on improvements to the customer experience of B2C and B2B customers.
Market Research & Insights Manager UK & Ireland
Lead EMEA efforts and establish foundational market as well as industry reporting structure to support business unit development. Collaborate with general manager and director to create industry projection models for assisting in medium/long-term annual operational planning. Enable business unit volume planning and ensure optimal market share by analysing trends on monthly and annual basis.
Train business divisions, such as sales, finance and human resources, to raise business awareness and promote the MRI function. Perform several functions, including integrating global Sales and Operating Planning Processes (S&OP), enabling clear understanding of advantages, advocating risk reduction, and changing cultural/behavioural norms.
Postgraduate Diploma, Management Studies 1991 - 1992
Teesside Business School, Middlesbrough, England
HND Business & Computer Studies 1989-1991
Teesside Polytechnic, Middlesbrough, England, UK
National Diploma Computer Science 1987-1989
Wolverhampton College of FE, Wolverhampton, UK
