STRAT7 makes further strategic investments into AI capabilities for FY2024

STRAT7 has increased its AI investment for FY2024 to make a number of senior appointments and speed up its product roadmap.

The expanded AI team’s key remit is to integrate AI into processes, solutions and platforms across the group to deliver AI-powered strategies to help STRAT7’s clients get closer to their customers in faster, smarter ways.

Paul Jackson, joint lead of, says: “AI has a deep heritage within the group. STRAT7 Bonamy Finch’s data scientists have created thousands of machine learning models since 2005, and have been building language models since 2018. In 2021, all the STRAT7 agencies came together to create, a group-wide team bringing together data scientists, engineers and consultants to help focus our AI developments around specific client challenges. This investment will allow us to significantly step up our ambitions.”

The team at currently provides insights around cultural landscaping, customer closeness, category understanding and brand strategy. The additional funding and an updated leadership structure will allow the team to create and integrate further AI solutions to uncover fresh insights around customer needs.

Key promotions include:

Sarah Askew, Innovation Director at STRAT7 Researchbods, becomes’s Innovation Lead to own and realise the strategic vision for AI across the group. She will work closely with engineers and data scientists to identify and manage AI opportunities. Supported by AI champions from each STRAT7 agency, to help roll-out new processes and solutions.

Hasdeep Sethi, Senior Data Scientist at STRAT7 Bonamy Finch, becomes Data Science Lead, overseeing a team of data scientists to develop proprietary AI models for use by all STRAT7 teams. Sethi will work closely with Andrew Dare (CTO), who will be managing a team of full-stack developers and engineers.

In addition to her role as Group Managing Director at STRAT7 Crowd DNA, Dr. Matilda Andersson, will oversee the strategy and offer. 

Sharing the leadership role will be Paul Jackson, Managing Director at STRAT7 Bonamy Finch, who is tasked with AI best practice and change management to ensure all internal teams are able to make the most of STRAT7’s suite of AI tools.


Barrie Brien, CEO at STRAT7, concludes: “The global AI market is forecast to grow to around $1.6 billion by 2030. We view AI as intrinsic to our growth strategy in helping our clients predict and act on customer-centric change. Since it was founded two years ago has added more than $1.3m additional incremental value to the group and we expect it to become an ever more important growth driver. Our AI leadership team has big plans with a pipeline of many new products lined up, and the intention to be at the forefront of new technology launches over the coming years. The funding pot we’ve secured allows us to significantly accelerate those ambitions, including through acquisition.”


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Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


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Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.