International Women’s Day – Inspiring Inclusion: Trish
What motivated you to pursue a career in your industry?
My number one passion is the customer (whether they be shoppers/travellers/guests/patients) and leveraging data and insights to understand behaviours, to deliver exceptional customer experience for each individual in a personalised, localised and revenue-generating way.
I first learnt the power of manipulating data to drive and implement strategic change when I started my career as a Graduate Analyst Programmer at British Airways. Then I moved to dunnhumby, where my motivation to get things right for both businesses (B2C and B2B) and their customers grew and grew. I was then hooked on leveraging data to deliver strategic customer change … so much so that I set up and sold my own business called 5one. Now, I am leading the team at Scalene UK, where our primary goal is to leverage data and insights to maximise space and range within stores, tailoring them for the local market and audience.
Can you share a significant milestone or achievement in your professional journey?
I have two big ones. Firstly, launching Tesco Clubcard – the first ever CRM loyalty program. I remember sitting in the Tesco boardroom when the Tesco CEO announced they were going to roll out the program and we had 6 weeks to do it! Big celebrations that night.
And, secondly, starting up a successful Data & Insights Consultancy & Software business, when I had three children aged 0, 2 and 4 years old, successfully balancing my family and my career and ultimately selling the business to Mastercard.
Have you faced any specific challenges in your industry? If so, how did you overcome them?
One of the key challenges is that changing direction and strategy based on data and insights can often be a leap of faith for many businesses, mainly because our recommendations may not be in line with ‘gut feel’. My policy is to show the client where the insights prove their theories right, and then they have more confidence when the insights drive them in a different direction!
Who is a role model or mentor that has inspired you in your career?
Helen Crooks – a data guru, who was my first mentor at British Airways.
Clive Humby – founder of dunnhumby and my mentor for many years.
What advice would you give to young women entering your industry?
Data and tech are still heavily male-dominated but don’t be put off when you are the only woman in the room. You are there for a reason and you have earned your seat at the table, so just go for it!
The campaign theme for International Women’s Day 2024 is Inspire Inclusion. How can workplaces contribute to fostering inclusion?
To foster inclusion, you need to practice inclusion by making sure everyone has a voice – no idea is a bad idea, and everyone’s opinion matters. Maybe there is an opportunity to provide mentorship and forums, to encourage this, within the Paddington Works community.
