Chris is a seasoned marketing effectiveness professional with a robust technical background as an econometrician across three prominent media agencies, during which time he spent 5 years delivering marketing effectiveness projects for a diverse client base covering most verticals, including retail, grocery, and e-commerce.
In 2020, Chris made the move client-side to then Virgin Media, initially taking responsibility for the econometrics programme and later developing and integrating bespoke geo-testing and TV attribution approaches. Since the merger with O2, Chris’s team has grown to cover broader marketing performance analytics with a focus on building out a best-in-class multi-method measurement programme spanning the whole portfolio.
Chris champions measurement-led media planning and his team strives for clear hypothesis testing underpinning every execution. He is passionate about delivering simple and actionable insights across all pieces of analyses, big and small.