Our leadership team is focused on building a forward-thinking company that delivers for clients and our people. Get to know them and what makes them tick.

EMEA & APAC CEO

Alan leads our operations in EMEA and APAC where he helps clients to accelerate growth through data-informed insights.

He uses his 20 years’ experience in the marketing effectiveness industry – which included a stint as chair of technical judges for the coveted IPA Effectiveness Awards – to serve organizations from a wide range of industries and markets.

Alan is passionate about helping everyone to achieve their potential and is the executive sponsor for our DEI initiatives, including Roots, our employee-led collective of racial equity advocates.

He also dedicates time to children’s education by serving as a member of an Independent Review Panel, which helps to ensure that school exclusions are lawful, reasonable, and procedurally fair.

Contact Alan

Read more: Introducing… Alan Bloodworth

Americas CEO 

Shawn leads our operations in the Americas from our hub in New York.

He has 30 years’ experience in building the tools, structures, and everyday practices that deliver data-informed insights to frontline decision makers at large organizations.

Shawn’s career includes more than a decade at Unilever, where he served as VP Global Marketing Data and Analytics. He has also worked as an Associate at McKinsey & Co. and in Strategic Planning for Pepsi-Cola.

Shawn has an MBA from Wharton Business School and an BA in Economics from Princeton University.

Contact Shawn

Global Chief Strategy Officer 

Karen is focused on the application of data, analytics, and insight to deliver improved client outcomes.

She has over 25 years’ experience at WPP during which time she has provided marketing effectiveness solutions for clients from a wide range of sectors. As Managing Partner at GroupM Consulting, for example, Karen worked with a leading CPG client to develop strategies to drive long-term, profitable growth.

Data and analytics have been the cornerstone of her career. From MMM and unified measurement to scenario planning and our Marketing Effectiveness Index, Karen has expert knowledge that enables clients to make better data-informed investment decisions.

In 2021, she was recognized by Campaign US as an honoree in its 40 Over 40 list.

Contact Karen

Global CFO

Monica leads our global financial operations from our regional HQ in New York.

She joined Gain Theory in 2022 after seven years at GroupM, where she served as Finance Director. Monica also has several years’ experience in the financial services sector at firms including Cantor Fitzgerald and CohnReznik.

A certified public accountant, Monica is an accounting graduate of Montclair State University.

Contact Monica

Global People Lead

Jenn leads our people and culture function, ensuring Gain Theory is an inclusive global community in which diverse skills, backgrounds, and passions thrive.

She has over a decade’s experience spanning critically important business processes such as operations, strategy and directional planning at companies including Jarmany, White Stuff, and Royal Caribbean Cruises.

Based in London, Jenn has an MSc Management from University of Surrey and is currently doing a Postgraduate Diploma in Executive Coaching and Mentoring at ILM.

Contact Jenn

Global Client Success Officer

Matt ensures clients get the right solutions, the best people, and outstanding service.

He joined as a Graduate Analyst in 2009 and became a Managing Partner in 2022.

During his career, Matt has helped brands from a wide range of industries to embed data-informed insights into their decision-making.

He has a strong econometrics background and is skilled in bringing these methodologies to life to drive organizational change.

An accomplished writer, Matt has authored several industry reports, including the award-winning Profit Ability: the business case for advertising and The nine golden rules of measurement.

He is also a regular speaker at industry events, such as Marketing Week Live and EffWorks.

Contact Matt

Global New Growth Officer 

Sam is an experienced data, analytics, and marketing effectiveness leader with nearly 20 years’ experience across a wide range of industry verticals, notably retail, CPG, and financial services.

One of Sam’s primary roles is to work closely with new clients to ensure that the analytical frameworks and working practices that we set up deliver against key objectives and generate growth over the short and long term.

Driven by quality analysis, he takes pride in seeing how the brands we work with benefit financially from the recommendations we provide.

Sam is a published author in industry journals, has contributed to award-winning marketing effectiveness papers, and regularly sits on marketing effectiveness judging panels, such as the Effies.

Contact Sam

Read more: Introducing… Sam Fellows

Global CMO 

Claudia leads our strategic marketing and communications initiatives globally.

An award-nominated marketer, Claudia’s two-decade career spans entertainment, publishing, and digital media. She has launched, repositioned, and grown several brands, including Comedy Central, southparkstudios.co.uk, and Gain Theory.

Claudia is a passionate advocate of DEI and heads up Lumena, our global female and non-binary employee resource group, which exists to inspire, empower, and support women across our global footprint.

Claudia is a Board Advisor for two ethnic minority-owned businesses and is an Advisor for pulmonary fibrosis charity Breathing Matters.

Contact Claudia

Read more: Introducing… Claudia Sestini

Global Head of New Media Measurement 

Russell leads new media measurement at Gain Theory.

Passionate about reducing operational friction in the advertising ecosystem, he specializes in building highly granular marketing measurement solutions that operate in near time and deliver consistent performance.

Russell uses his more than 25 years’ experience in data and analytics to help clients make prescriptive media optimizations across partners, tactics, campaigns, and audiences, based on insights that tie back to revenue generation.

He has particular experience of the automotive, CPG, retail, e-commerce, and QSR verticals.

Russell’s career has seen him hold multiple senior analytics roles at agencies including GroupM, Mediacom, Wunderman, and RAPP.

Russell holds an MSc and BSc in Economics from Auburn University.

Contact Russell

Read more: How granular geographic data delivers privacy-compliant insights and improves effectiveness

Global Head of Products 

As global product and data lead, Brian manages our product roadmap and development, as well as our overall technology strategy.

He founded the Gain Theory Data Center of Excellence to ensure a globally consistent, efficient way of working across all client engagements and created our data platform Gain Theory Data One.

Brian also works closely with WPP’s CTO Office to ensure our tech strategy aligns with that of our parent company on topics such as privacy and AI.

He blends his more than 15 years’ experience in data, analytics, and technology at consultancies, media agencies, and SaaS companies to bring a unique point of view to client challenges.

Brian holds a MEng in Engineering Management and a BS in Electrical and Computer Engineering from Cornell University.

Contact Brian

Global Head of Advanced Analytics

Jon is the global head of our Analytics Centre of Excellence and leads the development of our measurement initiatives.

He has been with Gain Theory since 2000 and has extensive experience of helping clients to improve marketing effectiveness and drive profitable growth.

As brands navigate an increasingly complex world, Jon is focused on using foresight techniques that help to predict the impact of future trends and events more accurately.

Jon has been engaged within the marketing effectiveness sector for more than 35 years. Prior to Gain Theory, he was Chief Economist at NS&I, a state-owned savings bank in the UK.

An accomplished author and speaker, Jon has authored several papers on marketing effectiveness and judged numerous industry awards.

Contact Jon

Read more: How mastering the power of foresight helps marketers to plan more effectively

Global Client Growth Leader

Rachel is passionate about the power of data, analytics, and insights to accelerate business growth. Her expertise spans a range of analytic approaches, unified measurement, marketing optimization, and business impact assessment.

Prior to joining Gain Theory, Rachel gained nearly two decades of experience at MediaCom and EssenceMediacom, where she leveraged data science and business intelligence to craft comprehensive strategies and provide marketing effectiveness solutions for a wide range of businesses. At GroupM, for example, she was responsible for the agency’s advanced data, analytics, research and insights, and measurement capabilities.  

Before joining WPP in 2004, Rachel held consultancy roles with a marketing analytics firm, leading predictive analytics and econometric modeling projects for various category verticals and world-class brands.

Contact Rachel

Client Growth Officer, APAC

Arvind is a marketing, innovation, data, analytics, and AI expert who has over 25 years’ experience working with large global brands across a range of sectors.

Based in Singapore, he works with ambitious companies across APAC to help transform their marketing operations. 

Arvind has in-depth knowledge of new technology adoption trends, digital consumer habits, media behavior, the ad and martech landscape, and e-commerce.

He is a mentor at the Singapore Management University’s Institute of Innovation and Entrepreneurship and has helped over 100 start-ups to improve their growth marketing strategies. 

Prior to joining Gain Theory, Arvind held senior leadership roles at companies such as Kantar, GroupM, and Dentsu International, where he launched their first Global Data Innovation Centre to leverage the power of AI.

Contact Arvind

Read more: Introducing… Arvind Sethumadhavan

Senior Client Leader 

Lindsay leads client strategy on several marketing effectiveness projects, helping brands from a range of sectors to make faster and smarter business decisions.

She’s a passionate advocate of building and integrating measurement solutions into large corporations and championing test and learn cultures.

Lindsay also leads culture activities for our people across North America, helping to build a sense of community across our remote workforce.

Her career has seen her build marketing measurement strategies at brands such as Target and Best Buy, where she embedded market mix models and attribution tools.

Lindsay is based in Minneapolis and has an MBA and a BS in Business Administration.

Contact Lindsay

Read more: Introducing… Lindsay Egan

New Business and Client Engagement Director, Australia

Justin uses his extensive experience in research, analytics, and insights to lead client engagement across Australia. 

He joined Gain Theory in 2024 from Circana, where he served as Commercial Director, Analytics and Media. Prior to this, he spent over a decade working at companies including Mintel, Acxiom, and Nielsen. 

Justin has worked with a wide range of brands from a variety of sectors, such as banking, CPG/FMCG, tech, telecoms, and travel.

Based in Sydney, he works closely with our Client Growth Officer for APAC in Singapore, as well as the wider Gain Theory teams in Europe and the Americas, to help Australian brands accelerate growth through marketing effectiveness.

Contact Justin

Senior Client Leader

Akhila uses her more than 20 years’ experience in analytics and consulting to lead some of our largest client engagements and support new business growth.

She works with senior marketers at global brands in various sectors to improve ROI measurement programs, budget allocations, brand analytics, forecasting, and pricing and promotion strategies.

Akhila is also part of our Best Places to Work team, helping to create a brilliant work environment for all our colleagues.

Prior to joining Gain Theory, Akhila led advanced analytics consulting at Kantar and Nielsen where she worked with numerous national and global brands.

She has spoken at several industry events, contributed to academic research at London Business School, and holds an MBA and a BTech in Electrical Engineering.

Contact Akhila

Read more: Introducing… Akhila Venkitachalam

Senior Client Leader

James is passionate about helping clients solve challenges with the right data, technology, and analytics.

Based in Chicago, he has 30 years’ experience in consulting and advanced analytics for the CPG, retail, QSR and insurance industries.

Prior to Gain Theory, James built and lead Nielsen’s Retail Consulting & Analytics practice, and has also worked for BASES, McKinsey and Milliman.

He has an MBA from the University of Chicago Booth School of Business and a BS from DePaul University. James is also the co-author of a US patent for an analytical process.

Contact James

Read more: 3 ways marketers can combat uncertainty and build confidence

Senior Client Leader

Joe leads Gain Theory’s innovation, technical and product teams, overseeing the development of our proprietary modelling software and advanced analytics platform ROVA, as well as several client engagements.

With over a decade’s experience in delivering marketing effectiveness projects across Europe and North America, Joe provides innovative solutions for our clients in the retail, e-commerce, and recruitment sectors.

He joined Gain Theory as a Trainee Analyst in 2010 and was made a Senior Partner in 2021.

Joe has a BSc in Economics from the University of Sheffield.

Contact Joe

Senior Client Leader 

Jon has over 15 years’ experience in business driver measurement and advanced analytics.

He works with many of our largest clients, helping them to drive growth and efficiencies across media channels.

Prior to joining Gain Theory, Jon worked at several leading analytics firms and media agencies where he specialized in CPG and healthcare, among other verticals.

Based in Connecticut and working out of our New York office, Jon also leads recruiting and talent acquisition for Gain Theory North America.

He graduated from Central Connecticut State University with a BA in Marketing.

Contact Jon

Finance Director, EMEA & APAC

Denise leads the EMEA finance team in London where she oversees financial operations, reporting, and planning.

She joined Gain Theory as Financial Controller and became Finance Director in 2019. Denise has also collaborated with Wunderman Thompson, another WPP company, to spearhead several female wellbeing initiatives.

An ACA qualified accountant, she has spent 20 years gaining extensive finance experience across a range of sectors including retail and hospitality, as well as at the operator of the UK National Lottery.

Denise has a BSc in Business Studies with International Business from the University of Salford.

Contact Denise

Senior Client Leader 

Chris has over 19 years’ experience in delivering and scaling advanced analytics solutions for clients in FMCG, retail, entertainment, fashion, auto, utilities, pharma, travel, finance, and technology.

A specialist in brand optimisation and marketing effectiveness, he has also worked extensively on segmentation, customer satisfaction, concept testing, panel data, data fusion, and ad targeting.

In addition to his day-to-day work, Chris plays a key role in Roots – our employee-led collective of racial equity advocates.

He holds a BSc in Computer Science from Nottingham University, an MSc in Operational Research from Lancaster University, and an MSc in Applied Statistics from Sheffield Hallam University.

Contact Chris

Read more: Introducing… Chris Chumun

Senior Client Leader 

Maria is a CPG specialist who works on some of our largest accounts in that sector.

Her expertise in econometrics, predictive and statistical modeling, and market mix modeling, helps brands to grow by making their marketing more effective.

Maria joined Gain Theory in 2017 and has over 15 years’ experience in the data and analytics industry having worked at a number of agencies and consultancies.

Based in Florida, she helps to train people who are starting their Gain Theory careers in areas such as data, media, and modeling.

Maria has an MA in Economics and Mathematics from New York University.

Contact Maria

Read more: Introducing… Maria Fadeeva

Senior Client Leader 

Aleksandr has 15 years’ experience in helping brands to deliver profitable growth using advanced analytics.

Since joining Gain Theory in 2018, he has led measurement programs for clients across multiple industries, including CPG, DTC/e-commerce, and entertainment.

Previously, he worked at companies including GroupM and Accenture where he developed measurement programs that drove significant value for clients in a wide range of verticals.

Based in our New York office, Aleksandr also leads presentation development training for all our people in North America and is an integral part of our social committee.

He has an MA in Economics from Boston University.

Contact Aleksandr

Read more: Introducing… Aleksandr Feygis

Senior Client Leader 

Yulia is a marketing and data technology consultant who helps global clients to understand their marketing performance and drive growth.

She has over 10 years’ experience in modelling, budget optimization, CRM, and campaign analysis across various sectors including finance, FMCG, and retail.

As well as delivering data analytics projects for clients, Yulia also leads our internal promotion boards and Managers’ Academy in EMEA.

She joined Gain Theory in 2022 after working at agencies in London and Singapore where she managed multiple accounts across EMEA, APAC, and LATAM.

Yulia holds an MA in Entrepreneurial Management and a BA in Management and Business.

Contact Yulia

Read more: Introducing… Yulia Shutko

Senior Client Leader 

Marina leads client engagements from San Francisco, an office she set up in 2017.

With 12 years’ experience in advanced analytics, Marina helps organizations to turn data into actionable insights that build sustainable business growth.

She enables clients to understand business drivers and consumer interactions with their brand, forecast multi-year returns from investments, course-correct activities on strategic and tactical levels, and optimize marketing, media, promo, and pricing strategies.

Marina has led multi-country client engagements in DTC/e-commerce, cryptocurrency, QSR and casual dining, retail, and finance.

She is also the proud founder of Lumena, our employee resource group that inspires, empowers, and supports women and non-binary people to maximize their potential.

Marina holds an MS in Economics and a Postgraduate Diploma in Data Science.

Contact Marina

Senior Client Leader 

Tony leads our Sensor modelling team in EMEA, enabling clients to understand marketing and media performance at a highly granular level of detail.

He also leads several client engagements with a particular focus on the e-commerce and online finance industries.

Tony has many years of experience in the marketing analytics industry having joined Gain Theory as a Graduate Analyst in 2004. He was made a Partner in 2017 and is a key member of the company’s social committee in EMEA.

Tony has a BSc in Economics and Econometrics and an MSc in Economics from the University of Nottingham.

Contact Tony

Senior Client Leader

Andrew is a Senior Partner who has extensive experience in the marketing effectiveness industry.

He has a global remit with one of our largest clients and was part of the team that was recognized with the IPA Gold award for creating an outstanding culture of marketing effectiveness.

Andrew has specialist knowledge of the alcoholic beverages market but has worked with clients across a range of sectors, including aviation, consumer electronics, financial services, pharmaceuticals, and retail.

He is an active member of the City of London Round Table for whom he enjoys fundraising.

Andrew holds an MA in Economics from the University of St Andrews and an MSc in Economics from the University of Warwick.

Contact Andrew

Senior Client Leader

Patricia leads client leadership and business development for Spanish- and Portuguese-speaking markets around the world. 

She is passionate about helping clients in countries such as Spain and Brazil to make smarter, faster data-informed decisions. 

Patricia joined Gain Theory in 2017 after 11 years at consulting firm Bayes Forecast. She also has a background in human resources, having served as People and Talent Director at the Spanish National Research Council and as HR Manager at Grupo Damm. 

Patricia has a number of academic qualifications, including an Executive Master’s in Management from IE Business School, a PhD in Management and Business from Universidad Rey Juan Carlos, and a degree in Psychology from Salamanca University.

Contact Patricia