An experienced leadership team
Peter Gleason
CEO & CO-FOUNDER
Over the last 30 years Peter has been an industry expert, founder, mentor, thought leader, team builder, business creator and board director in retail, insight, loyalty, digital, retail media & data monetisation.
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Prior to founding id8 360, Peter was Chief Administrative Officer & President of International Operations for Cardlytics, with oversight for people and culture, long-term planning, Chief of Staff, the Direct to Consumer businesses Dosh and Entertainment, innovation, UK business and international expansion.
Peter led the Cardlytics acquisitions of Bridg and Entertainment, helped create the India outsourcing operations and was the driving force in launching Open Banking partnerships.
Peter was founder & President of Intelligent Shopper Solutions at Aimia, which partnered with over 320 FMCG / CPG clients and 10 retail partners around the world. He was appointed to the boards of i2c, the joint venture with Sainsbury’s and 11Ants the JV with Air New Zealand.
Previously, Peter was founder & Managing Director of Retail Media & Data Insights at dunnhumby, the customer marketing consultancy owned by Tesco, was the Sales Director at Catalina Marketing UK Ltd, and held various positions with Kimberly-Clark, Mars Confectionery and Gillette.
Peter has run businesses in UK, USA, Canada, Australia, New Zealand, Japan, Switzerland, Sweden and Portugal.
Jed Murphy
COO & CO-FOUNDER
Jed has over 25 years experience in marketing, loyalty, digital technology and product development. Jed works across UX, research, product management, data, digital, media, engineering, finance & marketing
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Before founding id8 retail, Jed led Strategy & Innovation at Cardlytics. He developed Cardlytics’s overall strategy & product roadmap securing Board approval for a multi-year digital transformation programme that led to the creation of a self-serve platform for advertisers and a new, flexible ads interface for bank partners.
He built and launched the UK’s first Open Banking cashback loyalty programme with Sainsbury’s & Nectar, creating the UK’s largest Open Banking proposition and he also designed and launched Cardlytics’ first successful category & product-level offer capability.
Jed was also a key member of Cardlytics’ M&A team that acquired & integrated the Dosh, Bridg & Entertainment businesses.
Previously Jed was Global Digital Strategy Director at Aimia, responsible for the strategy and delivery of digital solutions for Aimia's own loyalty programmes (Nectar, Aeroplan) as well as for clients & partners.
Prior to this, Jed held senior roles within Carlson Marketing, a leading through-the-line marketing agency, working with global brands such as BT, Coca-Cola, Diageo, Arla Foods, & Hyundai.
Kevin Baldwin
MANAGING DIRECTOR
Over 20 years experience working across many industry sectors, with many of the world’s largest consumer brands and retailers. An expert in data driven models and customer centric approaches.
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Prior to joining id8 retail, Kevin was CEO at Vypr, a leading multi-sector Product Intelligence platform, providing agile consumer insight to 200+ clients.
Kevin was a founding member and Managing Director of Intelligent Shopper Solutions at Aimia, now part of Circana. He performed a diverse set of senior roles establishing and growing many global retailer and FMCG partnerships, delivering products and services across Data Insight, Retail Media and Data Monetisation.
Whilst at Aimia, Kevin spent 3 years in Canada working with a tier 1 retailer, leading their transition to customer centricity through the application of data, analytics and actionable insight.
Kevin’s early career was spent at dunnhumby, a pioneer of customer data science and analytics and now owned by Tesco.
Kevin has run businesses across Europe, North America, AsiaPac and the Middle East.
Jade Johnson
HEAD OF PEOPLE & OPERATIONS
Jade has over 15 years experience in both operational and corporate environments across a wide range of industry sectors.
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Jade’s key areas of expertise lie in People strategy and policy, people planning and delivery, performance management and organisational design.
As the former People Director at Cardlytics UK, Jade was an integral part of the senior leadership team. Her primary focus was on shaping and implementing the UK HR strategy, a role that required managing and enhancing various facets of the UK People function.
Jade played a pivotal role in guiding senior leadership and stakeholders on matters such as people planning, benefits and reward, learning and development, complex employee relations issues, restructures, mergers and acquisitions, employee engagement and creating a culture aligned to Cardlytics core values.
During her time at Cardlytics, Jade successfully created and led the first global employee mentorship programme, as well as spearheading the UK diversity, equity, and inclusion strategy.
Before her journey at Cardlytics UK, Jade held the role of HR Business Partner at esure, where she provided commercially focussed and pragmatic solutions to a variety of HR issues for a large client group. She also held the role of HR Manager at TLMnexus, a niche software house, and held various HR roles at Carnival UK, the operating Company for P&O Cruises and Cunard.
Paul Lacey
MANAGING DIRECTOR - MIDDLE EAST
Paul brings extensive experience building and managing retail, airline, travel, telecom, grocery and other loyalty and customer engagement programmes for major companies around the globe.
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Paul is a global expert in loyalty and partnership marketing having built and managed programmes at Air Canada, Aeroplan, Qatar Airways, Aimia, Kognitiv & JCL Consulting.
Paul is focussed on expanding id8 retail’s footprint throughout the Middle East region.
Through his company, JCL Consulting, Paul is dedicated to collaborating with id8 retail clients to develop Next Generation loyalty capabilities and enhance the value of their data assets.
Additionally, Paul helps clients to forge commercial partnerships and to take advantage of new, privacy-safe data monetization opportunities through the Omnisient data platform.
Phil Evason
CHIEF GROWTH OFFICER
Phil specializes in helping retailers and their suppliers enhance competitive edge & shareholder value through personalized loyalty, data analytics, retail media, and data monetization programs.
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Phil brings decades of experience with leading customer data science companies in a number of board-level leadership, strategic, client management and commercial positions for organisations including Aimia, dunnhumby and Catalina Marketing across multiple global territories and diverse cultures, collaborating with many of the world’s largest retailers & FMCG/CPG companies.
Phil served on the Executive Leadership Team of Aimia’s ‘Intelligent Shopper Solutions’ retail consulting, customer analytics, personalisation, retail media and data monetisation company.
He co-founded & built Europe’s first prepaid/gift card distribution network before selling to Incomm Inc, and running it as CEO of the European Group for 5 years, growing the business from €0 to market leadership with over €240m sales through 45 European retailer programs in 15 countries;
Phil supported dunnhumby’s client growth as Commercial Director – CPG/FMCG, Retail and Government;
He led Catalina Marketing’s UK’s growth as Sales Director (VP Sales).
Prior to this, Phil held several marketing and sales roles in FMCG/CPG with HJ Heinz and Campbell’s Soup Co.
Andrew Muzzelle
DIGITAL MEDIA DIRECTOR
Andrew leads Digital Media for id8 retail building & optimising Digital Retail Media propositions for our clients across the world.
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Andrew has deep experience in successfully leading digital media businesses from concept through to market launch and revenue realisation. Andrew blends commercial acumen with deep technical and data skills to deliver digital retail media solutions that create scalable revenue streams.
Andrew established the multi-million-pound Digital Retail Media business for Sainsbury's & Nectar360 and co-founded the Intelligent Research business for Aimia.
Stephen Fisher
CHIEF DATA SCIENTIST
Steve has 30 year’s experience across grocery retail & brand marketing. He has built & led data science & engineering teams and is a leader in data & artificial intelligence.
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Steve started his career with Procter & Gamble brand marketing, then worked for Sainsbury’s on the launch of their loyalty programme.
Steve then worked for over a decade as a consultant, primarily with strategy consultants Oliver Wyman. His responsibilities ranged from supporting teams to undertake rapid analysis of high-volume retail data, through to establishing and leading a fully functioning data engineering capability.
Prior to joining id8 retail, Steve spent 7 years working for The Co-operative Group in numerous roles heading up teams focussed on data engineering, data science and retail analytics.
Steve is a hands-on technical leader with a wide range experience of both technical and non-technical delivery. He is a passionate about business strategy as he is about writing clean maintainable code, statistical models and the latest advances in AI & machine learning.
Helen Maxfield
HEAD OF PERSONALISATION
Extensive experience in loyalty, CRM & personalisation program delivery. Helen specializes in creating customer-centric solutions with a track record across grocery retail, e-commerce, telecommunications, and media.
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Skilled in driving programme strategy and delivering propositions in digital, personalisation, and mobile technologies.
Helen was responsible for omnichannel marketing communications for Sainsbury’s. She led a team of marketers and analysts in delivering and evaluating CRM programs, digital channels and brand initiatives. She developed the mobile app product roadmap by prioritising requirements through research. Projects included development of Sainsbury’s offer personalisation engine as well the loyalty gamification strategy to drive frequency & spend as part of Sainsbury's local/convenience strategy.
At Aimia, Helen developed personalisation strategies and solutions for a roster of global grocery and pharmaceutical retailers. Her focus was on creating hyper-personalised, real-time customer relationships that drove growth and deep consumer insights by combining data, content, mobile and advanced technologies.
Most recently Helen has been developing the customer-centric approach to growth for eBay developing their CRM, personalisation and technology strategy. And for Vodafone, Helen has been working on customer proposition development for their loyalty and CRM strategy, focussed on personalisation, data & technology platforms.
Jane Michotte
BOARD ADVISOR
Jane brings extensive experience in using data to create insights to inform business strategy, understand customers more effectively, and to drive commercial outcomes.
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Jane has worked across a range of industry sectors including financial services, grocery retail, loyalty programmes and Sustainability & Impact, helping companies around the world to find the value in their data. She has a passion for working with start-ups, scale-ups and those innovating to solve some of the world's biggest challenges.
Jane will play a crucial role in enhancing the strategic direction of id8 360 Group. Her specialist knowledge, industry expertise and external perspective will help inform decision-making and governance as well as supporting us in identifying market trends, regulatory changes and emerging opportunities.
