Amanda leads the Insight team responsible for all market and competitor intelligence and industry foresight for BT Group, informing the strategy for both Consumer and Business, and across BT, EE and Plusnet.
Amanda is passionate about understanding customers and market dynamics and a true believer of leveraging insight to drive real commercial and social impact. Dedicated to democratise insight for the business, Amanda has led the team to deliver the first gen-AI driven knowledge sharing platform, Genie, for BT. This allows insight to be more accessible than ever for the 10,000+ colleagues within BT, promoting a culture of customer curiosity. To drive real changes for customers, she also delivered a single consumer segmentation for the business, which became a framework from strategy through to marketing execution, making sure customers are at the heart of every step of business decision making.
Prior to BT, Amanda worked on a few in-house and agency roles for household brands such as ghd, Sainsburys, Mars, Sensodyne etc. With the unique combination of expertise across
research, analytics and market intelligence, she is always keen to explore new and innovative ways to understand customers in the new world.
Amanda is also a passionate people leader, having worked with colleagues through transformation programs, and turning them into award winning teams. She believes in continuous learning and fair opportunities, and she has recently become a sponsor of the ‘Walk the Talk’ program in BT, which provides extra support for the career development of female colleagues.
