Ewan Gibson

I’m a senior analytics and insight leader with 20+ years’ experience turning complex data into clear, actionable narratives for board and C-suite decision-making. I’ve built strong partnerships across business stakeholders to influence strategy across financial services, FMCG, retail, and agency environments. Across my roles, I consistently focused on maximizing return on marketing investment and delivering accessible insight from multiple sources. I’ve driven measurable efficiency and cost outcomes, including ~£1m/year marketing cost reduction and ~£3m impact through rigorous ROI optimisation—supported by insight-based planning and evaluation frameworks. I also invest heavily in analytics capability and operational excellence. Most recently, I redesigned financial analytics frameworks and reporting infrastructure, trained 15+ Finance Analysts in advanced Power BI (reducing reporting time by 30%), and streamlined data capture to eliminate £500K+ in annual reconciliation errors. From digital analytics to workforce and commercial strategy, I’ve led end-to-end measurement, experimentation, and decisioning. I built next-best-action logic and decisioning architecture in PEGA using real-time behavioural signals, and I continue to bring together analytical, digital, and commercial expertise to deliver measurable business impact.