Where customer insight meets data, technology and strategy.

Who I am

I'm an insights and analytics leader with 25 years in global organisations, helping businesses understand their customers and turn that understanding into growth.

At Reckitt, as Global Insights & Analytics Senior Director, I reported to the Chief of Insights & Analytics and sat on the Insights & Analytics leadership team. I built and led a 14-person global Centre of Excellence serving 120+ insights and analytics professionals and 450+ marketers across 60+ markets, optimised a £93m budget, and delivered the consumer data hub, an AI-powered knowledge platform and the growth segmentation behind brand and portfolio decisions.

At Mondelēz, reporting to the Category President, I set up and headed the Latin American insights and analytics function (35 people, five countries), sat on the Biscuits and Chocolate commercial leadership teams and led marketing for biscuits.

I trained as an architect, and that instinct for structure and for understanding behaviour still shapes how I design insight and analytics functions. Since 2024 I have advised global companies, a Big Five consultancy and investors through NDelgado Consulting.

I work with CMOs, Heads of Insights & Analytics, Chief Strategy Officers and leadership teams at consumer and B2B organisations and agencies, and with private equity investors in insights and analytics. I'm open to doing this as an independent advisor, a fractional leader or in a senior leadership role.

What I bring

• Strategic insights
• Customer & consumer analytics
• Applied AI & advanced analytics
• Insights operating models & Centres of Excellence
• Knowledge management
• Brand equity & growth
• Innovation measurement
• Data storytelling
• Team leadership

Experience

• NDelgado ConsultingIndependent Advisor, Strategic Insights & Analytics 2024 – present
• ReckittGlobal Insights & Analytics Senior Director, Centre of Excellence 2020 – 2023
• Mondelēz InternationalRegional Marketing Director, Biscuits; Regional Marketing, Insights & Analytics Director, Chocolates; Regional Insights & Analytics Director, Snacks 2011 – 2019
• WPP Ogilvy GroupGlobal Planner & Marketing Strategy Director, BAT account 2007 – 2011
• Kraft FoodsGlobal Consumer Insights Senior Manager, Coffee 2006 – 2007
• British American TobaccoConsumer Insights Manager 2004 – 2006
• ShellRegional Market Research Manager, Retail, and earlier roles 1997 – 2003
• EducationMBA, Imperial College Business School; Bachelor of Architecture & Urban Design, Federal University of Rio de Janeiro

Recognition: Gold Lion, Cannes Lions 2019 · Global Mondelēz Enterprise Strategy Award 2018 · Chevening and HSBC scholarships 2001

How I work

Collaborative, pragmatic and commercially focused. I start from the business question, not the data that happens to be available, and I measure success by whether the business decides differently and better.