Our People



Roger Jackson: Global Programme Leader

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Roger is a former Unilever and Kraft Foods marketer with extensive experience in Brand Marketing, Sales and Category Management. After 10 years in Consultancy across both the UK and Australia, specialising in building joint strategy and plans from shopper insight, he joined Advantage in 2007, launching their business in Australasia. He has led development of the Shopper Intelligence system from its Pilot to its roll out.



Simon Ford: Managing Director, Australia & New Zealand

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Simon leads the team across Australia and New Zealand in Grocery, Convenience, Liquor and Pharmacy channels.

He has over 20 years’ experience in retail and shopper insights-based strategic planning. Prior to this, he was head of Market Research for Tesco UK where he learnt the importance of putting shoppers at the heart of manufacturer and retail strategy, measuring, benchmarking and hardwiring this into joint operational planning.

Using this experience, he co-developed Shopper Tracker, now consulting to suppliers and retailers in Australia since 2006, ensuring the shopper drives the very first steps of strategic planning in addition to tactical execution.

Simon is a keen supporter of proper football (with the round ball) and can sometimes be spotted trying to actually play the game for his local club.

Nancy Truscott: Program Director – Grocery & Liquor

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Over 20 years’ experience in FMCG and Pharma with Procter & Gamble, PepsiCo and  Danone in commercial  strategy roles and  heading up Category and Shopper strategy. Expertise in bringing shopper insights to life and building shopper led retailer relationships to deliver category and brand growth.

She has an extensive background in building shopper led strategies utilising research and executing channel leading commercial plans.

When not working Nancy can often be found charging around the country side on the back of her horse hoping to stay on top for as long as possible.

Mitesh Khatri: Account Director

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Mitesh leads the reporting teams developing Shopper Strategy and Insights across Grocery, Liquor, Petrol and Convenience channels, helping clients with their shopper marketing and category plans.

He has a background in marketing communication and consumer with Colmar Brunton and TNS, which he now uses to build actionable insights that drive retail strategies. This provides him with a brand lens on understanding the shopper mindset, helping clients in creating value from the opportunities and embedding the shopper at the heart of the solution.

Creating value continues on a different scale for Mitesh on weekends where he dives into DIY home improvements for his new place.

Ixia Diaz, Account Manager

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Ixia manages and delivers Shopper Tracker Programs and leads external client relationships. She helps our clients to build confidence and credibility in our programs across Grocery, Liquor and Petrol and Convenience channels.

Ixia is a skilful Marketing Researcher with extensive experience within the FMCG and Liquor Industries in Latin America and Australia, with equal exposure to quantitative and qualitative research projects.  She focusses on building insightful analysis for a better understanding of consumer and shopper behaviour as well as market dynamics. She is expert in overseeing and managing the analysis of multiple data sources to identify key insights and translate them into creative and innovative reports that are easier to understand.

When not working, you can find Ixia near the beach with her family or exercising in a hot yoga room or at the gym.

Oliver Cast: Senior Account Director

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A passionate and creative strategist, category developer and shopper marketing leader with over 20 years’ experience in blue chip FMCG and Liquor companies including Pernod Ricard, Allied Domecq, McWilliams and BATA. A dynamic communicator with expertise in developing insight led strategies and shopper solutions that unlock growth in collaboration with major retailers.

When not working Oliver can often be found up a ladder painting, drilling and sanding as he continues his home renovations, or in his music studio mixing up a storm on the decks.

Angela Carter: Senior Operations Manager

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With 20 years’ experience in market, social and economic research, Angela is an experienced quantitative and qualitative researcher. She has worked on both the supply and client sides of market research in Australia and the UK covering many industries including FMCG. Angela uses this experience to manage, develop and optimise all Shopper Tracker research programs in Australia and NZ.

In her time off, Angela uses her heightened organisational skills to run a busy house of 3 young boys (and husband).

John McLoughlin: Consultant

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John has a career background in senior roles in marketing and sales with the Coke company, and has consulted in category management and Sales Organisation Effectiveness with clients in Australia such as Kraft, Nestle, National Foods and Lion Nathan.



Bart Roselli: VP Client Development

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Shopper Intelligence in the USA is operated in partnership with Research Now. Bart is the program leader, a former P&G executive, bringing extensive experience in deploying quantitative data to drive value for clients including both P&G and Walmart, for Nielsen.



Kelly McGinnis: Country Manager, Canada

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Kelly has been on the leading edge of category management in the Canadian market for over 10 years and introduced Advantage Shopper Intelligence to Canada. Kelly’s experience in sales, strategy and category management with Novartis, Pepsi, and ConAgra led to him opening Lucros Partners in 2009, a premium award winning category management consultancy firm in Toronto, which he continues to lead.



Andy Kemp King: Managing Director, UK

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Andy has led Advantage’s retailer feedback work in UK and Europe since its inception nearly 15 years ago. Working with over 70 leading consumer goods companies and all the main retailers, he has led the development of the use of benchmarking in improving retailer – supplier relationships.

Chris Adkins: Programme Director, UK

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Chris heads our UK programme. Formerly a Sales and Category Management executive with Coke and Mars, most recently he was head of shopper insight at Kraft Foods. He joined us in 2011 to lead delivery of our unique data set to our 25 UK clients; and leads our work with Tesco, Asda and Morrisons.



Laurent Valensi: Programme Director

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Laurent leads Shopper Intelligence in France. He served previously as VP in charge of strategy, marketing and development for Médiaperformances, a leading shopper marketing company. Before, he held research, brand management and business development positions with major food companies such as Yoplait and Rowntree.



Martin Vom Stein: Programme Director

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Martin spent several years in Henkel Germany in a range of senior category management and sales roles before running his own shopper insight and category management consulting business in Spain.



Mark de Jong: Programme Director

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Mark has a career background of 15 years with Nielsen in The Netherlands and Europe. He served many local and international clients in the CPG industry, both retailers and manufacturers. He successfully managed several commercial business units helping clients to deliver improvements to their marketing and shopper insights. Mark leads the Shopper Intelligence program in the Netherlands.