- Advanced Excel & Power BI
- Marathon & Ultra Marathon runner (London 2023, Edinburgh 2018, Manchester 2025)
- Strong presenter and communicator
Richard Cornes
Rugeley
Summary
Insight & Category Strategy professional with a strong track record of translating complex market, consumer, and commercial data into actionable growth strategies. Experienced in leading cross-functional projects, delivering high-impact category insights, and influencing senior stakeholders.
Overview
2027
2027
years of professional experience
Work History
Senior Client Insight Manager (CSM)
GfK (NIQ)
London
02.2025 - Current
- Lead delivery of actionable, insight-driven recommendations for clients across multiple sectors, leveraging market, shopper, and consumer data
- Translate complex datasets into clear commercial narratives to support strategic decision-making at senior stakeholder level
- Design and manage end-to-end research programmes, from briefing through to insight delivery
- Partner closely with clients to understand business challenges and identify opportunities for growth and category development
- Collaborate cross-functionally to ensure high-quality insight outputs are embedded into client decision-making
- Present insight and strategic recommendations in a clear, compelling, and commercially focused manner
Trade Marketing Manager – Europe North
Goodyear
Birmingham
01.2024 - 02.2025
- Led a regional team across UK, Ireland, BeNeLux, and Nordics, driving a shift toward data-led commercial decision-making
- Managed multi-market budgets across 9 countries, optimising allocation through performance insight and ROI analysis
- Developed a new marketing approach focused on sell-out performance, reducing budget by €1M+ while improving effectiveness
- Delivered insight-led activation strategies aligned to key customer and category opportunities
- Reported performance and insights to senior leadership, influencing regional strategy
Trade Marketing Manager – UK & Ireland
Goodyear
Birmingham
01.2022 - 01.2024
- Owned trade marketing strategy across UK & Ireland, embedding a more analytical and insight-driven approach
- Improved share of market through targeted activation and customer engagement strategies
- Built dashboards and tracking tools to measure performance and guide strategic decisions
- Developed customer-specific growth plans using a combination of market data and commercial insight
- Strengthened collaboration between sales, brand, and category functions
Consumer Category Manager
Goodyear
Birmingham
06.2019 - 01.2022
- Introduced a more granular, data-led approach to category management, identifying high-value opportunities
- Delivered +1.5% market share growth through targeted product and segment focus
- Led category insight development, translating data into clear strategic actions
- Briefed European teams on UK&I market dynamics and opportunities
Customer Connectivity Specialist
Goodyear
Birmingham
03.2018 - 06.2019
- Supported customer engagement platforms and digital tools, improving usability and adoption
- Bridged technical systems with commercial teams to enhance insight availability
Key Account CSR
Goodyear
Birmingham
09.2015 - 03.2018
- Managed customer relationships and supply chain processes, delivering against KPIs
- Built strong foundations in commercial operations and client service
Earlier Experience
Greenpeace Aus| Curzon Cinema| NHS Mid Staffs
- Developed strong communication, stakeholder engagement, and storytelling capability
Education
BSc (Hons) - Film Production Technology
Staffordshire University
Skills
- Category & Shopper Insights
- Market & Consumer Analysis
- Strategic Recommendations
- Stakeholder Management
- Data Visualisation (Excel, Power BI)
Interests
Timeline
Senior Client Insight Manager (CSM)
GfK (NIQ)
02.2025 - Current
Trade Marketing Manager – Europe North
Goodyear
01.2024 - 02.2025
Trade Marketing Manager – UK & Ireland
Goodyear
01.2022 - 01.2024
Consumer Category Manager
Goodyear
06.2019 - 01.2022
Customer Connectivity Specialist
Goodyear
03.2018 - 06.2019
Key Account CSR
Goodyear
09.2015 - 03.2018
Earlier Experience
Greenpeace Aus| Curzon Cinema| NHS Mid Staffs
BSc (Hons) - Film Production Technology
Staffordshire University