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At Freerange Creatives, we’ve built a company where data meets creativity. In our view, any digital, data or AI strategy, should always be about the customer and less about the technology. We often see brands using tech for tech’s sake, and a data strategy built around technology and platforms. Our starting point is always the customer. In order to drive value for any business, we need to understand what drives value for their customers. We have championed numerous digital and data transformation journeys for clients in travel, automotive, tech, education and FMCG.
We’ve always embraced a remote-first approach to work, long before COVID made it mainstream. For us, it wasn’t just about convenience—it was about recognizing that creativity and productivity aren’t tied to a specific location. We believe that the best ideas come when people have the freedom to work from wherever they feel most inspired. Remote work has given us the flexibility to tap into a higher level of innovation and collaboration.
The pandemic may have pushed the rest of the world into remote work, but for Freerange it only solidified what we already knew: flexibility leads to better outcomes. Our approach has helped us build a dynamic, agile team that thrives on pushing boundaries, whether in our marketing strategies or in how we work.
As the Chief Digital, Data & Analytics Officer of Freerange Creatives, I get to combine my love for digital marketing, marketing science, and AI into a role that challenges me every day. My background is a blend of creativity and analytical thinking, which allows me to bridge the gap between marketing, data and innovation. I lead an exceptional team of data analysts, engineers, scientists, strategists and digital marketing specialists, ensuring that we deliver marketing solutions that are both data-driven and creatively inspired.
At Freerange, my role is about more than just crunching numbers—it's about pushing the boundaries. Whether we’re leveraging machine learning for personalized marketing or developing AI-driven campaigns, my goal is always to find that perfect balance where creativity meets data to drive results. I’m also passionate about using AI to make a positive impact, believing that data and AI should fuel ethical, human-centered solutions that make the world better, not scarier.
Early on in my career, I learned that technical skills alone aren’t enough; communication, confidence, and resilience are just as crucial. One defining moment in my career was overcoming self-doubt and embracing public speaking, even when it terrified me. It taught me that data leadership isn’t just about mastering data. These days I am an on-demand speaker and chair of Data Analytics & Digital Marketing conferences and events globally. I’ve come to realize that pushing through discomfort is where real growth happens. Each challenge I’ve faced has strengthened my resolution to use data to solve real-world problems. Whether I’m leading innovative projects or crafting marketing strategies, my success comes from fusing science with creativity. For me, leadership is about constantly challenging myself, embracing the uncomfortable, and sharing that journey to inspire and empower others. Follow me on LinkedIn:
In the early days of my career, one of the biggest hurdles I faced was overcoming the skepticism around data in creative agencies. It’s hard to imagine now, but there was a time when using data in marketing was almost frowned upon. The idea that data could enhance creativity, rather than stifle it, wasn’t widely accepted. Convincing stakeholders of the power of data took persistence, patience, and a lot of hands-on workshops to show how data could drive creativity, not replace or restrain it, and how solid measurement frameworks and analytics helped winning awards!
Today, we’re seeing a similar resistance with AI. There are still many misconceptions about what AI—especially Generative AI—can and can’t do. People often don’t know when to use GenAI versus traditional machine learning, or how to navigate the risks. It’s the same challenge all over again: breaking down complex concepts and educating people on how these tools can enhance their work rather than threaten it.
The reality is, change always comes with a level of discomfort. But I’ve learned that pushing through that discomfort is where real innovation happens. My role has always been about flipping the conversation and helping people see that these tools are enhancements to creativity, not threats. The more we understand the “why” and “how” behind these technologies, the more we can unlock their full potential.
To be a successful data analytics leader, you need to wear multiple hats— data scientist, strategist, and mentor. It’s not just about technical skills; it’s about having the right mindset:
1. Boundless Creativity: Leaders in this space need to be endlessly curious and always looking for creative solutions. The world of data is in constant flux, so being open to new technologies and unafraid of breaking conventions is essential.
2. Leadership with Purpose: It’s not just about directing a team—it’s about motivating them with a vision that they can rally behind. A great leader inspires people to give their best and stay aligned with the bigger picture.
3. Empathy is a Superpower: Truly great leaders understand the needs and challenges of their team and clients. Empathy enables smarter, more personal decision-making that creates lasting relationships.
4. Critical Thinking Under Pressure: When the stakes are high, leaders need to stay focused. Asking the right and often tough questions and making informed & thoughtful choices is what separates good from great leadership.
At Freerange Creatives, innovation starts with wanting a deeper understanding of our audience—what drives them, what keeps them up at night, and where they’re headed. However, we don’t stop there; we’re also always analyze the competitive landscape. Knowing what’s working for competitors, where they’re falling short, and where the gaps lie allows us to push boundaries and set new standards.
Our proprietary methodology focuses on finding the sweet spot between what people want, what your brand stands for, and how competitors are positioning themselves. By hitting that overlap, we create strategies that not only engage, retain and grow audiences, but also position brands as leaders in their space. We blend competitive insights with data-driven strategies and creative thinking to help our clients stay ahead of the curve. We are passionate about mixing up data sources to unlock insights that others may have missed.
Looking ahead, I see Freerange Creatives and the industry as a whole stepping into a new era of innovation, where creativity and technology merge like never before. For me, the future is all about using disruptive technologies such as AI to make a real, positive impact on the world. I’m passionate about using AI for good—whether it’s creating more inclusive marketing or tackling societal issues like sustainability or financial inclusivity.
The industry is at a pivotal moment. We are faced with the choice to either use AI for innovation that uplifts society or let it be used for misinformation. I choose the former. As leaders & innovators, it’s our responsibility to drive ethical, responsible AI use and ensure we’re building trust with our teams and clients, and the world around us.
My advice to budding data analytics and tech leaders? Stay curious and never stop learning. The world of data is evolving fast, and the moment you think you’ve got it all figured out, you’re already falling behind. Embrace change, push yourself to explore new tools, and step outside your comfort zone—that’s where real growth happens.
And remember, data is only as powerful as the story it tells and the impact it creates. Lead with empathy, communicate clearly, and always focus on solving real problems, not just crunching numbers. Lastly, take risks. Challenge the status quo. Be bold in your thinking but always ethical in your approach. That’s how you’ll not only succeed but also make a meaningful difference in the world.
