Meet: Sheila Power - BIMA Award Judge 2018

21 Mar 2018

Posted by Rachel Johnson

Sheila Power has over 15 years’ experience using big data and data science to create and implement customer-centric retailing experiences.

She has lived across the globe in London, Cape Town, New York and Singapore, working with some of the world's leading retailers across gas & convenience (Shell, BP, 7-Eleven), grocery (Pick n Pay, The Co-op, Sainsbury's), apparel (Arcadia, The Melium Group) and department stores (Saks Fifth Avenue, Selfridges, de Bijenkorf, Holt Renfrew). She holds a BSc in Economics & Statistics from University College London.

Today she’s Chief Strategy Officer at Big Data for Humans, and a BIMA Awards 2018 judge. We had a quick chat with Shelia to explore her thoughts ahead of beginning her judging duties, about the awards themselves, and what she'll be looking for this year.

Why did you accept the invitation to be a BIMA Awards jury member?

Having worked globally for the past few years in Africa, the US and in Asia I truly believe some of the smartest data driven marketing strategies are coming from the UK. I’m excited to have an inside view on this great work!

Which one of this year’s main categories has particular significance for you?

I am particularly excited about the Data & Marketing performance category as it the area within which I have built my career. It’s great to see it getting recognition in the BIMA Awards.

This year we’ve widened the scope of the awards with more categories and broader definitions. Why do you think that matters?

There has been such an explosion in data and channels of interactions with consumers over the past 15 years that I’ve been in the marketing industry. It’s great that the categories are broadening to reflect that industry expansion and specialisms the nominees are excelling at.

What do entrants have to do to make you sit up and say ‘wow’?

Being a passionate believer in all things data driven, I will be looking at the ROI results and other supporting data to wow me!

Rachel Johnson
Posted by Rachel Johnson

Rachel has recently joined BIMA having worked for more than 20 years in the world of Marketing. Rachel has many impressive client, charity and agency-side results to her credit and stories to tell. As both a team player and independent advisor, Rachel loves to see the bigger picture and is a strong strategic thinker. She has led ambitious projects for start-ups, worked alongside growing businesses and has been fortunate to work with some of the UK’s most respected and renowned agencies. A self-motivated original thinker, Rachel is also an extremely able marketer. She brings out the best in people at all levels. Her wealth of transferable skills includes project management – often with direct budgetary control - results-driven commercial awareness, proven networking strengths, digital marketing expertise and broad IT literacy. However, her achievements do not end there! In her spare time, she makes full-use of her Cumbrian home-town environment, walking, biking and running, and spending time as an enthusiastic side-line rugby and football mum for her two boys – Louie and Harley.

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