Head of RedRoute’s analytical and research team is Steve Messenger who has an MSc in Economics and Econometrics and has been measuring the sales effectiveness of marketing activities since 1980.
Before co-founding RedRoute in 2007, Steve was a Senior Director at Ipsos-MORI for 8 years where, working with several major UK retailers, he developed an innovative and market-leading global service for combining attitudinal market research with customer transactional data that maximised customer value.
Prior to that he was Director of Business Insights at Sainsburys for 4 years, where he was responsible for sales forecasting and for their CRM & Loyalty card analytics; and prior to that, head of Global Marketing Analysis for IDV (now called Diageo), also for 4 years, during which time he led the analysis of marketing effectiveness for brands such as Smirnoff, Baileys and J&B whisky across all their major markets worldwide. While at Diageo, he also implemented, jointly with Ray Higgs, the IDV Marketing Academy which set global standards for marketing best practice and for which he won GrandMet’s global “Closer to My Customer” award.
Steve’s early career was spent in marketing consultancy for media specialist OHAL (now part of the global WPP group known as Gain Theory) where he was Director of Marketing Planning & Modelling, and over 12 years led more than 20 major marketing effectiveness projects for blue-chip clients in the UK, USA, Germany & Ireland.
Steve’s objective is to find out how the demand-side of every client’s business really works so we can predict with certainty what the future holds no matter what market conditions they are facing or what marketing strategies are deployed to meet them. He brings a wealth of market knowledge and modelling expertise to every problem, and an instinctive understanding of demand-side issues that mean, time and again, RedRoute clients get the inside track.