We’ve seen the challenges from the inside.

Andy – Director of Consulting & Client Strategy and Co-Founder

Andy has more than 20 years’ experience in client- and agency-side insight roles across B2B, telecoms, retail and corporate communications. He specialises in finding the clearest route through complex data, translating analysis into practical insights and decisions that make sense to everyone in the room.

Outside work, Andy lives by the sea in Spain and enjoys cycling in the mountains, walking Denver, his brilliantly daft Golden Retriever, and building Lego with his son.

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Gavin – MD and Co-Founder

Gavin specialises in strategy, digital and business transformation, and data-driven growth. His career has spanned hands-on analytics, marketing technology leadership and senior transformation roles at organisations including Betfair, IG, RS Group and Philip Morris International.

He works closely with senior leaders to simplify complex challenges, challenge assumptions and build confidence in marketing performance. Outside work, Gavin is usually supporting his children’s sporting ambitions, cycling or hiking with the dog.

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Hayley – Director of Insight & Analytics

Hayley helps clients uncover what really matters in their data while supporting Latchmill’s analysts to turn insight into better decisions. She specialises in customer insight, analytics strategy, data quality and governance, and translating complex findings into clear, practical recommendations.

Her experience spans crime analysis, marketing, digital analytics, customer insight and consulting. Outside work, Hayley enjoys escaping to her caravan on the coast with some sunshine and a good book.

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Tom L – Commercial Director

Tom leads Latchmill’s commercial function across sales, marketing, partnerships and go-to-market strategy. He works with clients from the beginning of the relationship to understand their challenges and shape the right approach.

Before joining Latchmill, Tom led a UK presales team at Adobe and was Head of Digital Data and Marketing Technology at RS Group. Outside work, he enjoys running, coaching other runners and heading off-grid in the campervan with his family and dog.

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Laura W – Senior Insight Analyst

Laura specialises in finding creative and engaging ways to communicate insight. Drawing on experience across analytics, marketing, social media and journalism, she builds clear narratives that help clients understand performance and decide what to do next.

Her work has helped clients identify ineffective paid-media journeys and redirect significant investment towards better-performing areas. Away from the data, Laura is often found in a coffee shop working on her own business, or planning her next opportunity to travel.

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Tom M – Senior Insight Analyst

Tom helps clients understand what’s driving performance across their websites, media activity and customer journeys. He specialises in product analytics, using customer behaviour and digital insight to shape product strategy, improve conversion and support better investment decisions.

His experience spans merchandising, marketing, commercial finance and product analytics, including roles at John Lewis, Boden and VML. Outside work, Tom enjoys exploring the outdoors with his family, fuelled by good coffee and preferably followed by a trip to Île de Ré.

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David – Senior Insight Analyst

David helps clients understand their digital performance by bringing together different data sources and turning them into clear, practical insight. As the lead analyst for several brands, he supports clients through regular reporting, focused analysis and answers to specific business questions.

Before joining Latchmill, David worked in digital marketing. Outside work, he can usually be found tending to his allotment, tackling the next DIY project or planning a wildlife-filled adventure with his wife.

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Jo – Data Managment Analyst

Jo helps clients maintain confidence in their digital data and analytics. She specialises in ObservePoint audits and customer journey monitoring, identifying tracking issues, failed journeys and other problems before they affect customer experience, reporting or business performance.

Her broad analytics experience spans geographic, survey, customer and web data, as well as optimisation, reporting and consulting. Outside work, Jo is usually running, exploring gravel lanes by bike, walking her rescue dog or renovating her house.

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Alfie – Sales Development Representative

Alfie helps introduce Latchmill to organisations where its expertise can make a difference. He researches potential clients, starts conversations and seeks to understand the data, analytics and marketing challenges that may be holding their performance back.

Before joining Latchmill, Alfie worked in sales across packaging and legal services. Outside work, he follows Leicester City, often unfortunately, takes part in almost any form of sport and enjoys travelling to experience new places and cultures.

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Adiel – Insight Analyst

Adiel turns web and marketing data into clear insights that help clients understand user behaviour and improve digital performance. He specialises in web analytics, marketing performance reporting and customer journey analysis, with experience using Adobe Analytics and Contentsquare.

Before joining Latchmill, Adiel worked at Contentsquare and The White Company. Outside work, he enjoys travelling and attempting to break the world record for the most sticky notes stuck to a face in one minute.

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Laura E – Insight Analyst

Laura helps clients make better decisions by turning complex digital data into clear, actionable insight. With experience spanning digital marketing, analytics implementation and data analysis, she understands both the marketing and technical sides of digital performance.

She works closely with clients to explain what’s happening, why it matters and what to do next. Outside work, Laura enjoys camping, hiking, discovering new places to eat and planning her next trip, whether that’s a Scottish road trip or somewhere warm by the sea.

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Tom B-H – Insight Analyst

Tom has more than 10 years’ experience in digital analytics, working across logistics, hospitality, B2B and retail. He analyses website and marketing data to help clients understand performance, identify opportunities and make informed strategic decisions.

His work has included finding and resolving the cause of low online booking conversion, contributing to year-on-year growth of more than 100%. Outside work, Tom can usually be found watching, playing or coaching football, apparently there is no such thing as too much football.

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Cara Archer – Data Analyst Assistant

Cara supports Latchmill’s analysts with accurate data entry, reporting preparation and day-to-day coordination, helping the team stay focused on client analysis and insight. Her varied role also includes managing workloads, organising meetings and liaising with clients.

Before joining Latchmill, Cara worked in education and marketing administration. Outside work, she enjoys exploring the countryside with her family, relaxing with tea and a good book, and taking on new challenges, including training with her local women’s rugby team.