Michelle has 8 years’ experience supporting global brands with gathering, analysing and evaluating unstructured data. Having also worked in Account Management, Michelle has a strong understanding of data implementation and the role data plays in informing corporate decision making, including:

- Competitive intelligence

- Audience analysis

- Trend spotting

- Industry analysis

- Measuring organisational performance and ROI

- Policy work

Her speciality lies in international brand management (with a special focus on B2C), digital transformation and data integration. Michelle is based out of Edinburgh and is also passionate about developing local trade in the region.