+44 (0)1926 887555 [email protected]

Leadership Team

We work with some of the world’s biggest consumer brands and retailers.

OPERATORS AS WELL AS MARKETERS

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.

Leadership Team

Carolyn Baines

Carolyn Baines

Strategy & Insight Director

Carolyn is an experienced business consultant with a deep understanding of how to use data science 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 S2’s 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 retailers 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.

Sonia Holmes

Sonia Holmes

Client Services Director

Sonia has over 12 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, brand positioning strategy and digital communications 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, digital and creative teams, Sonia is able to provide clients with highly targeted 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.

Tanya 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.

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.

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!

Clare Kiteley

Clare Kiteley

Commercial Director

As Commercial Director, Clare operates across both sides of S2 making sure that we deliver a fully integrated approach and that our data insight, creative and digital execution teams deliver high quality output, on time and on spec. 

With over 18 years sales and marketing experience, both agency and client side, Clare provides not only an experienced pair of hands, but also an infectious enthusiasm and passion for data driven marketing.

Clare still manages major 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!

Peter Flood

Peter Flood

CEO & Founder

With a background in major consumer brands, hospitality, retail and marketing, Peter founded Serendipity2 in 2001.

By integrating consumer research, data insight & brand strategy with creative design & digital execution, S2 has grown to be a leading independent marketing agency working in the food & drink, hospitality, leisure, travel, convenience & high street retail sectors.

With an early career spanning sales, area management, senior operations and marketing roles in the hospitality industry with Allied Breweries and M&B’s, Pete became Head of Marketing in the mid 90’s of Chef & Brewer Group Plc., the UK’s leading managed pub and restaurant company.

Peter left to become Managing Director of Market Location and Consumer Surveys, both leading data driven marketing subsidiary companies of Dudley Jenkins Group Plc. Peter was instrumental in helping the group to grow its share price, culminating in its sale to Wegener DM for £86 million in 2000.

After a stint as CEO designate of the newly formed Wegener Group of 11 integrated marketing agencies, he decided he wanted a fresh challenge and Serendipity2 was born.

Peter is a Fellow of The IDM who enjoys a glass or 2, skiing, cycling, tennis and Everton FC.

Stewart Worthington

Stewart Worthington

Systems Development Director

Stewart is our most experienced Data Scientist with a wealth of experience working with a wide range of major consumer brands and retailers. He is also the lead analyst and strategy consultant for Coca-Cola European Partners operating across a range of disciplines including sales operations, shopper insight, category management and location planning and analysis.


Having worked for S2 for 12 years, his specialisms include Geographical Information Systems and database applications. In fact, Stewart is also the creator and lead developer of our innovative Map2Stats data mapping, analysis and reporting visualisation system.


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