Barbara Elson

Barbara has spent her career helping major retailers and global consumer brands to recognise the value of Big Data and data science and to use it to gain a competitive advantage. Her career in data began at global advertising agency Leo Burnett, where she developed systems and marketing strategies which enabled businesses to use data to better understand and engage with their customers. She worked across multiple sectors and brands including United Airlines, Mercedes-Benz, Kellogg’s, and Churchill Insurance. She went on to become Head of Marketing Technology at Dunnhumby, Tesco’s world-leading data science company, where she established a team of experts to create personalised shopping experiences utilising insights from millions of customer transactions. Most recently, Barbara built the Strategy & Communication practice at Starcount, a consultancy led by the Tesco Clubcard & Big Data pioneers Clive Humby and Edwina Dunn.

Harnessing her experience of building a data and technology workforce, Barbara works to ensure both our consultants and clients can evolve and unleash their potential. Given the speed at which data and technology solutions are advancing, she is excited by the constant development of new and interesting challenges for our consultants tackle.