Coming from an entrepreneurial family and obtaining a Master’s degree in Economics the desire to connect my career with commercial analysis became quite clear early on.I started in the industry in Russia working in a publishing house, helping to develop and subsequently monitor business plans for launching new magazines.
I decided to move to the UK and with just average English at the time, I found my knowledge of the universal language of stats and maths helped me to stand out and quickly find a job in the expanding Marketing Mix Modelling industry.
My first role in the UK was at a big Media Agency in their Business Science Department. This gave me deep insight into media buying and evaluation practices. I quickly built my reputation within the industry and consequently joined the growing analytics team at Ebiquity. There I met one of the smartest, business minded and supportive groups of people. Working alongside them, using data and analytics to help clients optimise their marketing and commercial decisions, especially after the financial crisis of 2008, by feeding evidence-based insights into their planning cycles, was hugely rewarding.
I also had a great opportunity to move client side and work for one of the most successful companies in the world, McDonald’s. Its Business Strategy and Insight team helps to monitor and fine-tune business strategy as well as support continuous improvement and innovation processes. At McDonald’s I gained great insight into the most common business pressures and how internal and external analytics teams can become invaluable partners at driving key business decisions.
Following my stint client side, I then decided to return to high level data and analytics consultancy at Ebiquity, where I found a much-desired balance of commercial and marketing analysis and techniques, project and people management. I also appreciated the exposure across the practice to many industries with their unique business challenges and cultures. Continuous improvement of methods and approaches to stay ahead of the competition is an imperative. Consultancy has also helped hone my leadership skills; which, become increasingly important to progress within the industry.
There are still a lot of challenges and biases that women encounter in most walks of life: from education to recruitment processes, from childcare policies, flexible working and fair pay to career paths expansion, but having seen so many brilliant young women come into the “data” industry I truly believe that it has a potential to lead the way in tackling those challenges."