Who we are

RedRoute is a unique and multi-disciplined team with specialists in business consultancy, brand marketing, trade marketing, digital marketing, finance, business decision support, econometric modelling, market research, customer data analysis and computer programming.

The full team currently comprises about 30 people and continues to grow in line with our business development needs.

Main Board Directors

Steve Messenger RedRoute
Steve Messenger

Analytical and Research Team Director
"The success of your business is driven by 5 key perceptions. Manage those well and you'll manage your success."
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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.

Andrew Smith
Andrew Smith

Director of Business Partnerships
"Quantifying the likely impact of marketing strategies and tactics enables businesses to meet and overcome very new and challenging market conditions.”
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A senior International Executive with expertise in leading branded, private brand and franchised businesses in the FMCG, packaging and logistics industries. Prior to joining RedRoute, Andrew founded, expanded and divested a European and MEA packaging and shipping franchise following a corporate career which included roles as Group Vice President of the Consumer Products Division of The Olayan Group (a multi-billion $ ME conglomerate) which included majority owned JV’s with Nestle, Mondelez, Kimberley-Clarke, Colgate-Palmolive, Coca-Cola, DHL & Hutamaki and prior to that roles as Regional VP for Henkel in Europe and MEA, International Marketing Director for BP and Regional Marketing Director for BAT. Andrew started his career at Mars who he joined having gained an honours degree in Food and Management Science at London University.

Advisory Board Directors

Nick Carr

Advisory and Key Account Director
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Nick has a 25-year background in Strategic Planning, Global & Local Marketing, and Commercial Management at senior executive level within IDV, Seagram and Diageo. He has in-depth client-side experience managing and maximising the effectiveness of multi-million pound consumer-facing marketing budgets at every level: local, regional and global. As an example, his responsibility in Seagram Asia Pacific was managing a $12m central marketing budget and a $130m regional marketing budget. He brings extensive experience in using quantified methods to challenge “effectiveness of spend”, measurement activities, setting KPI’s, and zero-based budgeting thinking.

At Diageo he was responsible for the team that led the long term (21 years) demand forecasting for the £3billion annual Scotch business and its consequent supply-chain implications. This involved using econometric forecasting and modelling for the optimisation of over £4billion of Scotch stocks.

He has subsequently brought this extensive experience to the leadership of RedRoute’s Heathrow Airport and Heathrow Express accounts, both identifying the effectiveness of their marketing spend activities and deriving the implications of that work for optimising future marketing strategy.

Andrew Glover

Business Development Director
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Andrew started working with RRI in 2020. He has spent his whole career helping mass consumer businesses (and some B2B) use analytics to take better decisions. His role at RRI is to help MEC’s develop opportunities with clients, shape proposals and win more work!

Andrew has a mix on consulting and client-side experience. On the latter he was a Brand Manager at Procter & Gamble, and led a range of analytics and planning functions at Sainsbury’s and Homebase (at the latter he was a very early client of Steve Messenger, attaching Loyalty Card data to Research!).

He was a consultant with PWC and McKinsey, as well as starting a small firm with one other colleague: this was acquired by Oliver Wyman, where Andrew was the Partner leading the UK consumer and retail practice.

He most enjoys helping clients better understand how customers behave and using analytics to help them take better decisions.

Pipa Unsworth

Digital and Data Marketing Director
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Pipa joined RedRoute in 2019 and is also a Board Director of the DMA and Fellow of the IDM.

Pipa’s career includes global executive roles at Siebel (Oracle), DigitasLBi and Syzygy.

Her expertise spans direct, data, digital and product marketing and has been creating aand transforming customer strategies and programmes for more than 20 years for major brands in the automotive, consumer goods, financial services, health, retail and telco sectors, including at Next and Sainsburys.

More recently Pipa has been providing independent consultancy to help brands, agencies and start-ups build valuable customer propositions and relationships. Her clients include: innovators taking new products to market (Samsung, Thunderhead, The Drum); agencies developing digital marketing solutions (DigitasLBi, Dunnhumby, Utopia); and start-ups seeking to disrupt existing business models (FreelanceDiary, Shoppa/Moni.ly).