Alan leads Gain Theory’s EMEA operation and serves on the global leadership board. With over two decades of experience working in the marketing effectiveness industry, he has partnered with a global client roster across Retail and FMCG in markets including Europe, North America and Canada. Previous to Gain Theory he worked at Ohal, a WPP marketing analytics agency, where he led on a wide range of engagements including marketing analysis measuring the impact of marketing activity on sales including regional analysis, awareness modelling as well as penetration and loyalty card data modelling.

Alan’s role at Gain Theory also sees him the consultancy’s global People and Culture program, which ensures the consultancy retains its industry leading talent pool.

He has served as judge on the IPA Effectiveness Awards two years running and is on the EffWorks Advisory Board which champions accountability in marketing. Alan holds a BSc in Economics and Econometrics from the University of York.