S2 appoints Mike Nalder as Strategy & Insights Director.

Leading data-driven marketing agency, Serendipity2, has appointed Mike Nalder to replace Carolyn Baines to lead their Strategy & Insight function.

Mike joins from the travel technology & CRM specialist Marketing Radar where he was Client Services Director. With a background in consumer data, marketing analytics, insight & CRM, Mike brings a wealth of experience to his new role at S2.

In previous roles, Mike was Head of Insight & CRM at E.ON and Head of Consumer Data at Experian. As well as several consulting roles, he has also worked client side in leadership positions with Thomas Cook and TSB. 

Commenting on his appointment Mike says: “I am delighted to be joining a long-established data agency like Serendipity2, with their impressive track record for helping leading consumer and retail brands like TUI, Royal Caribbean and Unilever understand market demand and tailor their sales and marketing activity. I’m particularly looking forward to developing S2’s exciting new mapping service, MarketView, to help brand owners and retailers navigate the huge changes in the retail landscape caused by the pandemic. The government’s lockdown restrictions have had a massive impact on Out of Home consumption patterns in particular and location planning tools like MarketView will be essential as demand resets to a new normal”.

Pete Flood, CEO and founder of S2 comments: ‘’We’re really excited that such a significant player as Mike has joined our growing team. Mike has a huge amount of experience both client and agency side in consumer brands and retail, but his knowledge and expertise in consumer data, analytics, technology and CRM really does take Serendipity2 to the next level.

Having also recently appointed Mike Housley as Non-Executive Director, we’re planning a complete re-positioning of the business as we rapidly scale our operation to take advantage of the bounce back which we believe is on its way. More heavyweight appointments to the senior team will be announced very shortly’’.

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