I'm a Senior Director Insights & Innovation at Boobook, helping organisations turn customer understanding into growth, innovation, and better business decisions. With more than 20 years of experience across a wide range of sectors, I combine a strong analytical mindset with pragmatic business thinking to translate insights into action. I'm also responsible for driving innovation within Boobook and a regular speaker at industry events such as CUBE, MIE, and BAM, as well as a lecturer at UBA.