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


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.


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.

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!

Gill Chambers

Research Director

Gill is a highly experienced research practitioner and brings to the team a proven track record of qualitative, quantitative and ethnographic research expertise and project leadership skills.

She has worked in senior client and agency roles in market research for over 30 years, across qualitative and quantitative disciplines, and in that time has encountered a breadth and depth of topics and subject areas.

Gill approaches research programmes with boundless energy and enthusiasm, and enjoys meeting the challenges of working both creatively and thoroughly within defined timelines.

She is a certified member of the Market Research Society (CMRS), and is also a fully qualified teacher of modern foreign languages (PCGE).

When not at work, Gill can be found on her allotment, out walking her dog, and enjoying fine wine, preferably in the Italian sunshine.

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.

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!

Mike Housley

Non Executive Director

Mike is an experienced entrepreneur and marketing professional, having built and sold a number of agencies.
After a senior management career with D&B, he established DMS – a database marketing agency. The business expanded to become a full-service agency and was acquired by Interpublic Group, Chicago.
Mike became MD of Draft Digital, a large consumer agency with clients like Mirror Group and the FT.
He then co-founded Cyance in 2007, the leading European Account-Based Intent Platform vendor. Cyance developed Nexus – a transformational ‘Buying Intent Driven’ SaaS platform. This helps UK and international organisations to identify and engage with customers and prospects that are in active buying mode. 
A keen golfer, Mike enjoys most sports and spending time (when possible) at his second home in Marbella. 

Darren Jeff

Production Manager

Darren has over 20 years’ experience of dealing with data. He specialises in database builds, data validation, manipulation, extraction, reporting and visualisation.

Being highly analytical, Darren’s focus is on providing insights and data analysis to drive successful business results. Drawing on his vast experience
with databases, GIS software and data visualisation tools, he is able to communicate complex procedures in a practical and user friendly way.
Darren thrives on delivering solutions for client projects, supporting the strategy & insights team to produce and deliver relevant insights.

Whilst not working, Darren can often be found on the sidelines of his daughter’s football matches or watching the plane’s with his son!

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!