Elspeth Ritchie - Innovation Analyst, Unilever, UK

Elspeth is the Innovation Analyst for Unilever’s People Data Centre. The PDC is an internal research group integrating a wide variety of data to answer market and brand questions: social, search, sales, survey, CRM, clickstream, brand equity measures, call lines, and more. Established in 2014, the PDC has grown rapidly and demonstrated the ability to act like a start-up within one of the world’s largest consumer goods providers. The role of Innovation Analyst within the PDC Capability Centre is split between evaluating new capabilities and internal builds to support the work of market- and category-facing PDCs.

Before joining the PDC, Elspeth was completing her doctoral thesis in Biopharmaceutical Process Development with Newcastle University, following a MEng in Chemical Engineering with Pharmaceutical Chemistry.

She also holds a typical millennial resume including video games journalism, a technology editorship, and being a founding co-editor-in-chief of Newcastle University STEM magazine {react}.