Dr Catherine Kelly

Dr Catherine Kelly is an accomplished mathematician with a PhD in Mathematics and is at the forefront of marketing effectiveness having worked in marketing and data science her entire career. Before joining Jaywing, she held the role of Senior Manager, leading the Data Science team at ASDA and prior to that was Head of Business Intelligence at Diageo.

Catherine is a thought leader with deep industry knowledge in marketing effectiveness. She has practical experience of designing and building mathematical models such as econometric models and using the insights to inspire action and drive budget decisions. At a time when brands are scrutinising their spend and increasingly want to understand which marketing activity delivers the most value, Jaywing has become a pioneer in next generation data-driven attribution modelling. Combining sophisticated mathematical thinking with machine learning, this approach is increasingly at the heart of the marketing landscape.

Applying AI and data-driven personalisation techniques, Catherine works with brands to unlock the opportunity to enhance customer journeys and make marketing more relevant and effective.