Holly is a Strategy and Insights Lead at Reach MENA and PiWheel, where she leads audience insights and persona planning across eCommerce, travel, and tourism.
With a background in psychology and social neuroscience, she specialises in understanding how people think, feel, and behave, and translating that into practical, data-driven strategies that work across platforms.
She has built and led insights teams across Europe and the Middle East, partnering with brands to turn complex data into clear audience narratives that guide planning, creative, and performance.
Her approach to persona planning goes beyond demographics, focusing on mindsets, motivations, and real-world behaviour. She believes the most effective marketing starts with human understanding, especially in an increasingly automated, algorithm-led landscape.