Hi, I'm Matilda

Advisor in martech, data/analytics, and AI, with a focus on both tech and organization.

I work with martech, data/analytics, and AI. I help teams build solutions and ways of working that make data and AI actually used: from measurement, data models, and architecture to product decisions and priorities, and how AI agents are embedded in flows, ownership, and tools. But tech is rarely the whole answer. I put equal weight on the organizational side: clear roles and solid decision-making, reasonable processes, and collaboration that holds up over time. When tech and organization pull in the same direction, things happen. That's where I tend to make the biggest difference. Beyond helping companies with martech, data/analytics, and AI, I'm an angel investor. Previously I was Group COO and CEO at Precis, Martech Lead at Ving/Thomas Cook, and built Alvie (attribution/marketing intelligence) and Wilgot (agentic commerce/GEO).