+44 (0)1926 887555 [email protected]

Working at board and senior management level, our directors have long and distinguished commercial backgrounds in consumer brands, retail, leisure, hospitality, data, digital and creative industries working both agency and client-side.

As experienced operators as well as marketers, we make seemingly complex data issues simple and easy to understand by avoiding jargon and technology speak wherever possible.

Our data scientists are experienced analysts with real world business experience. They work in partnership with our senior consultants in building strong client relationships, often onsite as members of your team.

Our omnichannel creative execution is always underpinned by a more intelligent, strategic led approach to customer retention and acquisition.

Our clients include many leading brands where a substantial return on investment has been delivered including: Coca-Cola European Partners, Coca-Cola GB, Carlsberg, Innocent Drinks, TUI Group, Vue Entertainment, BBC Good Food Show, Blenheim Palace, Dominos, The National Gallery, WHSmith, Mens Health, Wedgwood and Greene King.

Our long-standing and award winning data driven work for Coca-Cola, the world’s leading consumer drinks brand, drives  much of their in store and digital sales, marketing and operations planning and execution.

Peter Flood

Peter Flood

Chief Executive Officer

Pete founded S2 in 2001 with a view to creating the UK’s leading data driven marketing agency, employing insight, strategy and creative to shape, plan and execute strategies for major consumer brands and retailers. 


With an early career in senior management sales, operations and marketing roles in the hospitality industry with Allied Breweries, Mitchells & Butler’s and GrandMet Chef & Brewer, Pete became Head of Marketing in the mid 90’s at Chef & Brewer Group plc, the UK’s leading managed pub and restaurant company. 
After a short stint at S&N Retail, Pete became Managing Director of Market Location and Consumer Surveys, both subsidiary companies of Dudley Jenkins Group plc, the UK’s largest data, direct and digital marketing services organisation. He was also a board director and CEO designate at DJ’s managing the strategic direction of the group’s 11 companies post its sale to Wegener DM in 2000 for £86 million.
Pete is a Fellow of The IDM who enjoys a few beers, skiing, cycling, tennis and Everton FC.
Carolyn Baines

Carolyn Baines

Strategy & Insight Director

Carolyn is an experienced business consultant with a deep understanding of how to use data insight to inform strategy.

Carolyn’s background is in marketing and she has worked with leading business intelligence companies at both UK and EMEA level. Carolyn is instrumental in leading consulting and analytical teams in omnichannel strategy and deployment, go to market sales planning, marketing brand development and location activation.

Carolyn enjoys helping major consumer brands and retailer clients rise to the top through our RISE Research, Insight, Strategy and Execution process.

Outside work Carolyn can be found underwater, by the side of a cold muddy football pitch or driving around the Buckinghamshire countryside in a restored 1976 Triumph Spitfire.
Clare Kiteley

Clare Kiteley

Commercial Director

Clare is responsible for ensuring our insight and creative teams deliver high quality output on time and on spec. 

With over 15 years experience, both agency and client side, Clare provides not only an experienced pair of hands, but also her infectious enthusiasm and passion for data driven marketing. Clare still manages client accounts, looks into new business opportunities and helps market S2 to tell everyone how great we are!

Clare thrives on harnessing data insights to create the right CRM, sales and marketing strategy to drive results for our clients.

Clare never stops so when she’s not here, running around after her children or playing netball for Highway Netball Club, she’s drinking to recover!

Stewart Worthington

Stewart Worthington

Systems Development Director

Stewart is a senior Data Analyst, focussing primarily on providing insight to S2’s major clients; he is also the lead analyst for Coca-Cola European Enterprises.

Having worked for S2 for 11 years, his specialisms include Geographical Information Systems and database applications. In fact, Stewart is the creator and lead developer of our innovative Map2Stats data mapping,
analysis and reporting software system.

When not crunching numbers, Stewart is either ploughing up and down the swimming pool or paddling off to his allotment.
Sonia Holmes

Sonia Holmes

Client Services Director

Sonia has over 10 years experience, both client & agency side, within the marketing industry. Sonia operates across our total business ensuring that all research, insight, strategy and creative projects are briefed into the relevant teams accurately and that they are delivered on time and on budget.


Sonia is an expert in brand research and positioning strategy believing that the more we now about our customers and prospects the more able we are to communicate with them effectively.


Working with the research, insight and creative teams, Sonia is able to provide clients with highly targeted creative execution collateral, ensuring clients objectives are met.


When Sonia isn’t at work, you’ll find her spinning away at her local gym, out socialising or planning her next renovation project!
Tanya Brittain

Tanya Brittain

Finance & HR Director

Tanya is an experienced Finance Director with a strong background in finance and accounts. Having worked both in practice and client side, she has a well rounded knowledge on all aspects of financial preparation and planning. As the company has grown substantially in recent years, Tanya has taken HR under her remit.


She started her career with Jerrom Associates where she worked as an auditor and tax accountant, specialising in public sector companies. Her career then progressed onto the client side where she took on the role of a management accountant for numerous small companies in the West Midlands and Warwickshire.


When Tanya isn’t working she can be found amusing her young children, racing round the streets of Leamington Spa or enjoying a glass of Prosecco!