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Louise started her career over twenty years ago as a statistician working across industries such as retail, FCMG and the automotive sector.  Enjoying using data to understand decision making drivers, curious about behavioural economic & nudge theories, and spotting patterns that generated commercial opportunities, Louise soon discovered that her talents and passion lay in the world of data driven marketing. At Yell group and Hibu, she gained a broad range of experience working across a variety of marketing disciplines such as pricing, product development, customer acquisition & retention and digital strategies.  Setting up her own marketing & brand sciences consultancy gave Louise the opportunity to work across another range of sectors, Telcos & Higher Education, along with the fun of working in Malaysia to help establish new teams and processes. Almost 6 years ago Louise joined Avis Budget Group, where she is now the Senior Director of International Marketing and looks after the entire suite of marketing from brand marcomms to digital performance marketing, CRM and loyalty programmes among others.  She enjoys working across international markets, covering over 22 countries and well-known brands Avis and Budget, and local brands such as Zipcar, Maggiore, Francecars among others.  Louise continues to fuel her passion running in-house digital marketing and personalised automations, and loves developing and leading successful teams that use data science & technology to design the best marketing executions and build strong connections with customers.