Speakers

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Christina Finlay

Christina Finlay

Director of Data & Insight, National Trust
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.

Festival of Marketing