Founding Partner

My core strength lies in facilitating Media Strategies and Audience Measurement Strategies for industry bodies, broadcasters, advertisers, agencies, and content owners/publishers. I have worked across conventional and digital media covering various measurement systems and mechanics with a truly international footprint. I actively immerse myself into data analytics to provide incisive insights filtered through sharp commercial acumen and translated into actionable strategy for my clients.

A trusted partner to stakeholders within the Media & Research Industry confederates, I have 20+ years of experience working in a number of markets across the globe spanning Europe to Middle East, APAC and Africa.

My expertise span across Advertising and Audience Research covering all media measurement, big data analytics, cross-media metrics and new research/product development.

I have spoken/presented papers in International forums such as CASBAA, PAMRO, etc.

Founding Partner

With 20+ years of management and hands-on experience in the area of Audience Measurement, Advertising and Media Research, I’m a reliable partner to stakeholders within the Industry. My expertise spans across Audience Research (TV, Radio, Digital, Cross-Media), Advertising and Big Data analytics.

As a result of my vast career in media and media research, I have a detailed knowledge and understanding of media around the world, both at a global level and within a diverse range of markets. Over the course of my career I have worked in over 20 countries on 4 continents. I have multicultural knowledge and sensitivities required to manoeuvre in complex technical and political environments.

During my Kantar and Nielsen years, I have been fortunate to collaborate with a variety of clients, including Media Owners, JICs, Media Agencies, Advertisers and Publishers, such as Google, Liberty Global, Mediascope, ARMA, Mediacom, Mediapulse, MTG, RTL, Finnpanel, CME, Discovery, Disney, NRK, Danish Radio, etc. 

Lately, as a consultant, working in partnership with Pushkar Kulkarni, clients have included Screenforce Netherlands, National TV and Radio Council (NTRC) Azerbaijan, and Happy TV Serbia.  

I’m a regular speaker at international conferences such as iCOM, PAMRO, IFTV, etc. and have given a number of TV interviews.

Associate (Data Science Expert)

11+ years of Experience in Audience Measurement business; 17+ years of experience in Data Science [AI algorithms, Machine learning, Signal Processing and Pattern Recognition, Computational Statistics and Mathematical Modelling].

Before starting my professional career in the field of Audience Measurement at Kantar Media, I have completed a PhD in Electronics Engineering from the University of KENT.

During my time with Kantar, I expanded and managed a team of statisticians and data scientists and successfully led numerous projects to production. I have extensive experience with different datasets: RPD, TAM, Digital and Mobile Data, CRM, etc. Algorithms under my development/supervision include different versions of Capping, PIV, Clustering and Segmentations, Classification, Weighting, Spike detections and handling for RPD data processing; Reach & Frequency modelling and optimization; Demographics Profiling and Data fusion. Over the years I have covered various markets, including RPD panel/ RPD census/data Fusion (TAM & RPD) services in Canada, South Africa, Pan Africa, Singapore (Singtel), Malaysia (Astro), Honk Kong (PCCW), UK (Sky), Germany (Sky), Austria, New Zealand, etc. And have worked with clients such as BARB, Liberty Global, Sky, etc.

After leaving Kantar, and starting active collaboration with Pure X Media, I have since been working on providing actionable data-based insight and solving complex problems. Some of most recent clients I have been involved with include Screenforce Finland, NTRC Azerbaijan, and MetaConsumer. That included active development of new systems based on computational statistics, as well as measurement solutions of mobile Ad campaign data.

Associate (Operations Expert)

I have been working in the Media & Research Industry more than 20 years across different markets in the Middle East, APAC, Europe and Africa. During this time, I managed to open many operations in different countries, set up large projects and ensured having systems in place. With amazing teams across different markets.

In addition, I have managed multiple operations in various markets within Consumer Research, Advertising, Data Analytics and Audience Research and have worked with different multinational advertisers/brands. Consequently, I have detailed knowledge and understanding of the configuration of the various media and operations around most of the globe.

In recent years, I have been working on transformational programs on how to reduce the timing and cost of operations and improve the quality and value of data. This has been archived by automating part of the operating process and improving workflows, systems and eliminating unnecessary duplication work.

Associate (Lead Auditor)

My 35-year career in media research began in 1988 as Kantar’s Field Operations Manager on the BARB TV measurement service. Then, in 2001, I joined the senior operations management team, developing Kantar’s media measurement business worldwide. I was responsible for new service delivery. I recruited a multi-disciplinary team which provided project management, logistical, technical and operational support for every one of Kantar’s TV & radio measurement projects over the next 15 years. This included the implementation of the first commercial portable meter service, new technology deployments like Picture Matching, and then Enhanced Audio Matching, and the initial implementations of online measurement in continuous panels. Post implementation, the team provided 24/7 support for Kantar’s measurement services and projects across the globe. As a “hands on” manager, I was personally involved in these projects, including the delivery of technical & operational training to local teams.

Quality control for measurement services – in its broadest sense – was and remains one of my key interests. I initiated the internal audit function whilst at Kantar and have since consulted on the development of quality assurance and quality control processes for online and cross media panels.

I am an alumnus of Imperial College, London, and hold a Fellowship in Manufacturing Management from Cranfield University.