Christina Finlay is Director, Insight & Data at the National Trust.  She and her team lead for three change programmes in the organisation:  evolving how the organisation uses insight, delivering holistic customer journeys, and standardising, governing, and innovating with the organisation’s data.  In the last four years, she has led a transformation in how the Trust is able to listen to its audiences:  to be more agile with research, to be iterative and collaborative in building insight to develop strategies, and to start with a values-based segmentation that is embedded throughout every data and insight touchpoint, ensuring that the organisation can send relevant communications and services to its 6 million members.  Prior to the National Trust, Christina has worked in UK, Singapore, Canada and France, mainly focused on FMCG brands with companies like General Mills, Hovis and FutureBrand.