Karishma Riar

• Lead the research and insights function, designing analytical frameworks that connect creative, content and campaign performance with audience growth and commercial outcomes for International Federations and global sports rights-holders.
• Partner with strategy, creative and client teams to translate behavioural, social and digital performance data into actionable recommendations that shape campaign planning, messaging and content strategy.
• Developed repeatable measurement frameworks to identify drivers of audience engagement, facilitating long-term learning and strategic adjustments across campaigns.
• Develop AI-enabled research products and predictive analytical approaches that surface patterns across ten years of cross-platform marketing data.
• Lead the development of a proprietary AI-powered intelligence platform that transforms historical performance data into a structured, searchable intelligence resource for strategic decision-making.
• Design and lead end-to-end quantitative, qualitative and digital analytics programmes, overseeing methodology, data analysis, insight generation and executive reporting for board-level and C-suite stakeholders.
• Established research standards and scalable analytical methodologies, ensuring consistent measurement and insight generation across diverse clients and markets.
• Build and lead a multidisciplinary research team spanning quantitative, qualitative and digital analytics, while driving departmental growth through new research propositions, strategic client relationships and insight-led commercial development.

Achievements

• Led pioneering research for World Athletics analysing the visibility of women athletes in Google Search. The findings prompted direct engagement with Google and contributed to changes in how women athletes are surfaced in search.
• Led the development of a proprietary AI-powered intelligence platform built on ten years of cross-platform performance data, creating a structured knowledge base that informs future marketing strategy.
• Delivered campaign effectiveness research across Summer and Winter Olympic sports, translating audience and performance data into creative and content recommendations.
• Secured £1m in commissioned research and contributed to a further £2.25m in retained and project revenue through insight-led business development and strategic client partnerships.

• Synthesised multiple data sources into executive-level insight reports with clear commercial recommendations, presenting findings to senior client stakeholders to inform strategic decisions.
• Designed and delivered end-to-end quantitative and qualitative research programmes for global FMCG brands, translating consumer behaviour and campaign performance data into strategic marketing recommendations.
• Developed research methodologies, questionnaires and discussion guides, managed fieldwork and analysed complex datasets to identify the drivers of brand performance, advertising effectiveness and consumer decision making.
• Led multi-study benchmarking programme tracking brand and campaign performance over time, establishing measurement frameworks that supported longitudinal analysis and ongoing strategic learning.
• Mentored junior researchers, managed project delivery across concurrent studies, and coordinated budgets and cross-functional teams to ensure successful project outcomes.

• Led research and insight programmes enhancing customer experience, informing employer brand and shaping organisational strategy.
• Produced evaluation research and executive insight reports for senior stakeholders, translating complex statistical analysis into actionable business recommendations.
• Designed surveys and analytical frameworks to evaluate customer satisfaction and behavioural drivers, applying predictive modelling and factor analysis to identify opportunities for improvement.
• Promoted research best practice across organisation by advising stakeholders on methodology and analytical approaches, improving overall research quality.

• Managed large-scale ad hoc and tracking research programmes, coordinating project delivery among client services, fieldwork, scripting, and data processing teams to enhance research effectiveness.
• Maintained quality assurance processes and standardised workflows, ensuring accuracy and consistency of research outputs across multiple concurrent studies.

• Managed multi-country tracking studies, ensuring timely project delivery, accurate data processing, rigorous quality assurance, and comprehensive reporting across international markets.
• Developed standardised reporting processes and quality control frameworks, leading training initiatives that enhanced operational consistency and effectiveness.

Achievements

• Received the business unit's Client First Award.
• Designed training and offshore delivery processes to increase project scalability and improve operational efficiency.