Our work is driven by a core team of technicians who bring together expertise in AI, data science, and strategic innovation. This talented group is supported by a network of specialists across data science, media, and creative - each contributing unique insights and skills. Together, we deliver powerful, data-driven solutions that redefine what’s possible for our clients.
Chief Data Scientist
Catherine is Chief Data Scientist at The Accelerator Lab, where she brings over 20 years’ expertise in data science, machine learning, and mathematical modelling to solve complex business challenges. With a PhD in Mathematics and a CV that includes roles at Asda and Diageo, Catherine is known for translating intricate data into actionable insights that fuel strategic decision-making. Outside Jaywing, she is engaged in a long-term data project that seeks to solve the mystery of what her children spend their pocket money on.
Technology and Strategy Leader
As Lab Leader, Malcolm oversees the strategic direction and daily operations, guiding the team’s efforts to deliver cutting-edge data science solutions. Malcolm’s experience in predictive analytics, statistical modelling, and data-driven strategy has made him a key figure in the evolution of Jaywing’s data capabilities. As ‘Employee No4’ when Jaywing started 25 years ago, Malcolm was blazing a trail in this field when most agencies still thought data was Jean-Luc Picard’s android friend from Star Trek: The Next Generation.
Innovation and People Leader
As People Leader, Karen is a driving force behind Jaywing’s collaborative, data-driven approach to marketing innovation. With over two decades’ experience in data science, Karen is celebrated for her ability to transform complex data into strategies that drive success for clients. She’s also committed to mentoring women in STEM, shaping the future of data science leadership. In 2024 she was the recipient of PMW's Data Driven Excellence Award. But she doesn't like to talk about it. She also doesn’t like to mention that she was shortlisted for ‘Innovation Champion’ at the Data IQ Awards in the same year. OK, maybe she mentions it a bit.
AI Research and Development Leader
With over a decade’s experience in marketing analytics, natural language processing (NLP), and backend software solutions, Joe is instrumental in building advanced AI applications that power smarter marketing strategies. Joe has worked with high-profile clients such as Fair4All Finance and ADT, while his passion for exploring the future of AI, including collaborations with the likes of Google, ensures that The Accelerator Lab remains at the cutting edge of technological innovation. He remains disappointed that AI cannot definitively predict whether Leeds United will be promoted this season.
