Abi is a strategic marketing consultant, melding her insights and strategy background to help companies improve their marketing ROI.
She started her career in technology product development and product management – using insights gleaned from customer pain points to launch targeted and successful products at Symantec (formerly VERITAS Software) and Unisys. She received an MBA with Distinction from London Business School in 2001 and focused her efforts on helping entrepreneurs build business cases to raise financing. She later joined Accenture's strategy practice, and helped clients amplify the impact of their growth opportunities and identify opportunities to shed costs. She spent 8 years with AT&T, leading consumer and competitive insights, where she helped shape AT&T mobility's advertising strategy, launch a prepaid flanker brand Aio Wireless, and relaunch the Cricket Wireless brand. As Director of Insights for Cricket, Abi was responsible for measuring and improving ROI across all marketing efforts from improving messaging, and consumer value props, to marketing and media mix optimization to multi-touch attribution with closed loop impact measurement. Abi’s strong technology roots help her unpack technology jargon to understand impact. She holds a Bachelor degree in Engineering from BITS, Pilani.
Abi is results-oriented, and is passionate about using insights and data to improve both the speed and impact of marketing decision making.