An experienced leadership team
Peter Gleason
CEO & CO-FOUNDER
Over the last 30 years Peter has been an industry expert, founder, mentor, thought leader, team builder, business creator and board director in retail, insight, loyalty, digital, retail media & data monetisation.
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Prior to founding id8 360, Peter was Chief Administrative Officer and President of International Operations at Cardlytics, where he oversaw people and culture, long-term planning, the Chief of Staff function, the Direct-to-Consumer businesses Dosh and Entertainment, innovation, the UK business, and international expansion.
Peter led the Cardlytics acquisitions of Bridg and Entertainment, helped create the India outsourcing operations and was the driving force in launching Open Banking partnerships.
Peter was founder & President of Intelligent Shopper Solutions at Aimia, which partnered with over 320 FMCG / CPG clients and 10 retail partners around the world. He was appointed to the boards of i2c, the joint venture with Sainsbury’s and 11Ants the JV with Air New Zealand.
Previously, Peter was founder & Managing Director of Retail Media & Data Insights at dunnhumby, the customer marketing consultancy owned by Tesco, was the Sales Director at Catalina Marketing UK Ltd, and held various positions with Kimberly-Clark, Mars Confectionery and Gillette.
Peter has run businesses in UK, USA, Canada, Australia, New Zealand, Japan, Switzerland, Sweden and Portugal.
Jed Murphy
COO & CO-FOUNDER
Jed has over 25 years experience in marketing, loyalty, digital technology and product development. Jed works across UX, research, product management, data, digital, media, engineering, finance & marketing
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Before founding id8 retail, Jed led Strategy & Innovation at Cardlytics. He developed Cardlytics’s overall strategy & product roadmap securing Board approval for a multi-year digital transformation programme that led to the creation of a self-serve platform for advertisers and a new, flexible ads interface for bank partners.
He built and launched the UK’s first Open Banking cashback loyalty programme with Sainsbury’s & Nectar, creating the UK’s largest Open Banking proposition and he also designed and launched Cardlytics’ first successful category & product-level offer capability.
Jed was also a key member of Cardlytics’ M&A team that acquired & integrated the Dosh, Bridg & Entertainment businesses.
Previously Jed was Global Digital Strategy Director at Aimia, responsible for the strategy and delivery of digital solutions for Aimia's own loyalty programmes (Nectar, Aeroplan) as well as for clients & partners.
Prior to this, Jed held senior roles within Carlson Marketing, a leading through-the-line marketing agency, working with global brands such as BT, Coca-Cola, Diageo, Arla Foods, & Hyundai.
Kevin Baldwin
MANAGING DIRECTOR
Over 20 years experience working across many industry sectors, with many of the world’s largest consumer brands and retailers. An expert in data driven models and customer centric approaches.
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Prior to joining id8 retail, Kevin was CEO at Vypr, a leading multi-sector Product Intelligence platform, providing agile consumer insight to 200+ clients.
Kevin was a founding member and Managing Director of Intelligent Shopper Solutions at Aimia, now part of Circana. He performed a diverse set of senior roles establishing and growing many global retailer and FMCG partnerships, delivering products and services across Data Insight, Retail Media and Data Monetisation.
Whilst at Aimia, Kevin spent 3 years in Canada working with a tier 1 retailer, leading their transition to customer centricity through the application of data, analytics and actionable insight.
Kevin’s early career was spent at dunnhumby, a pioneer of customer data science and analytics and now owned by Tesco.
Kevin has run businesses across Europe, North America, AsiaPac and the Middle East.
Jade Johnson
HEAD OF PEOPLE & OPERATIONS
Jade has over 15 years experience in both operational and corporate environments across a wide range of industry sectors.
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Jade’s key areas of expertise lie in People strategy and policy, people planning and delivery, performance management and organisational design.
As the former People Director at Cardlytics UK, Jade was an integral part of the senior leadership team. Her primary focus was on shaping and implementing the UK HR strategy, a role that required managing and enhancing various facets of the UK People function.
Jade played a pivotal role in guiding senior leadership and stakeholders on matters such as people planning, benefits and reward, learning and development, complex employee relations issues, restructures, mergers and acquisitions, employee engagement and creating a culture aligned to Cardlytics core values.
During her time at Cardlytics, Jade successfully created and led the first global employee mentorship programme, as well as spearheading the UK diversity, equity, and inclusion strategy.
Before her journey at Cardlytics UK, Jade held the role of HR Business Partner at esure, where she provided commercially focussed and pragmatic solutions to a variety of HR issues for a large client group. She also held the role of HR Manager at TLMnexus, a niche software house, and held various HR roles at Carnival UK, the operating Company for P&O Cruises and Cunard.
Stephen Fisher
CHIEF DATA SCIENTIST
Steve has 30 years’ experience across grocery retail & brand marketing. He has built & led data science & engineering teams and is a leader in data & artificial intelligence.
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Prior to joining id8 retail, Steve spent 7 years working for The Co-operative Group in numerous roles heading up teams focussed on data engineering, data science and retail analytics.
Steve then worked for over a decade as a consultant, primarily with strategy consultants Oliver Wyman. His responsibilities ranged from supporting teams to undertake rapid analysis of high-volume retail data, through to establishing and leading a fully functioning data engineering capability.
He began his career with Procter & Gamble brand marketing, then worked for Sainsbury’s on the launch of their loyalty programme.
Steve is a hands-on technical leader with a wide range experience of both technical and non-technical delivery. He is a passionate about business strategy as he is about writing clean maintainable code, statistical models and the latest advances in AI & machine learning.
Bob Anderson
MANAGING DIRECTOR - NORTH AMERICA
Bob has extensive expertise in global retail, loyalty, CRM, and analytics. He leverages data and technology to enhance customer experiences and drive business growth.
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With a proven track record in developing customer insight-driven strategies, Bob specialises in retail data, customer loyalty, digital transformation, and omni-channel marketing. He is a globally recognized leader in customer experience, loyalty, and data-driven marketing. With over two decades of experience in retail, e-commerce, and CRM, he has successfully developed and implemented customer insight-led strategies for some of the world’s top brands.
He has served as VP of Global Customer Experience at MOO, Bob shaped the company’s customer-centric vision, leveraging data and technology and exceptional customer service to delight customers, successfully driving retention, loyalty, and revenue growth.
Previously, he led global data science, digital, and loyalty analytics at Ahold Delhaize USA, where he spearheaded enterprise-wide analytics strategies to enhance customer engagement across omni-channel platforms.
Bob also held leadership roles at Aimia, where he doubled the CRM business globally by launching data-driven loyalty solutions, and at Stop & Shop, where he introduced award-winning digital and mobile loyalty innovations. His expertise spans customer insights, digital transformation, CRM, and international marketing, making him a strategic force in transforming brands through personalized, data-powered customer experiences.
With a passion for innovation and customer-first strategies, Bob continues to help businesses unlock growth by aligning data, technology, and brand strategy to create meaningful customer connections.
Andrew Muzzelle
DIGITAL MEDIA DIRECTOR
Andrew leads Digital Media for id8 retail, building & optimising Digital Retail Media propositions for our clients across the world.
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Andrew has deep experience in successfully leading digital media businesses from concept through to market launch and revenue realisation. Andrew blends commercial acumen with deep technical and data skills to deliver digital retail media solutions that create scalable revenue streams.
Andrew established the multi-million-pound Digital Retail Media business for Sainsbury's & Nectar360 and co-founded the Intelligent Research business for Aimia.
Helen Maxfield
HEAD OF PERSONALISATION
Extensive experience in loyalty, CRM & personalisation program delivery. Helen specializes in creating customer-centric solutions with a track record across grocery retail, e-commerce, telecommunications, and media.
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Skilled in driving programme strategy and delivering propositions in digital, personalisation, and mobile technologies.
Helen was responsible for omnichannel marketing communications for Sainsbury’s. She led a team of marketers and analysts in delivering and evaluating CRM programs, digital channels and brand initiatives. She developed the mobile app product roadmap by prioritising requirements through research. Projects included development of Sainsbury’s offer personalisation engine as well the loyalty gamification strategy to drive frequency & spend as part of Sainsbury's local/convenience strategy.
At Aimia, Helen developed personalisation strategies and solutions for a roster of global grocery and pharmaceutical retailers. Her focus was on creating hyper-personalised, real-time customer relationships that drove growth and deep consumer insights by combining data, content, mobile and advanced technologies.
Most recently Helen has been developing the customer-centric approach to growth for eBay developing their CRM, personalisation and technology strategy. And for Vodafone, Helen has been working on customer proposition development for their loyalty and CRM strategy, focussed on personalisation, data & technology platforms.
Jane Michotte
BOARD ADVISOR - EMEA
Jane brings extensive experience in using data to create insights to inform business strategy, understand customers more effectively, and to drive commercial outcomes.
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Jane has worked across a range of industry sectors including financial services, grocery retail, loyalty programmes and Sustainability & Impact, helping companies around the world to find the value in their data. She has a passion for working with start-ups, scale-ups and those innovating to solve some of the world's biggest challenges.
Jane will play a crucial role in enhancing the strategic direction of id8 360 Group. Her specialist knowledge, industry expertise and external perspective will help inform decision-making and governance as well as supporting us in identifying market trends, regulatory changes and emerging opportunities.
Mike Grimes
BOARD ADVISOR - NORTH AMERICA
Strategic executive with a proven track record of leading five early-stage retail technology organizations, achieving four successful exits. Recognized for defining compelling unique value propositions and implementing impactful go-to-market strategies.
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Mike is a seasoned executive with extensive experience in retail technology, SaaS solutions, and customer engagement. As President of Ecrebo Inc, he has successfully led the company’s North American expansion, defining a market-specific value proposition, establishing strategic partnerships, and securing long-term agreements with major retailers. Under his leadership, Ecrebo achieved profitability within three years.
Previously, Mike served as CRO at Mobee, where he redefined the go-to-market strategy, increased revenue by over 50%, and positioned the company for a successful acquisition by Wiser Solutions. As SVP Digital at Catalina, he oversaw the integration of Modiv Media, expanding Catalina’s digital capabilities and supporting its acquisition by Berkshire Partners.
Mike also held leadership roles as CEO of Modiv Media, where he led the company to a strategic acquisition by Catalina, and at Cuesol, Inc., where he played a pivotal role in securing investment and driving growth. His expertise spans executive management, corporate development, M&A, customer acquisition, and sales strategy.
With a proven track record of scaling businesses, driving revenue growth, and leading successful acquisitions, Mike brings deep industry knowledge and strategic vision to supporting id8 retail’s continued growth.
Premal Patel
BOARD ADVISOR - MIDDLE EAST & EMERGING MARKETS
Over 30 yrs commercial and business leadership and trusted expert in loyalty strategy, omnichannel personalised shopper activation and data optimisation. Prem instils a relentless focus on solving customer problems to create winning partnerships.
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Prem is known for his ability to forge robust and long-lasting business relationships by connecting with people on a human level. He has built award winning company cultures with high energy and sense of community.
He is passionate about creating impactful, innovative solutions for his customers. His visionary leadership, razor-sharp focus, negotiation capabilities and ability to simplify complex problems have enabled him to deliver profitable and successful business for world leading brands in the UK and Middle East including Sainsbury’s, Amex, Visa, Riyad Bank, Bates PanGulf, NewDay, NatWest and Catalina.
His experience and global business talent enables him to deliver high impact, high performance collaborative teams, innovative customer solutions and strategic partnerships to achieve profitable growth in retail, financial services, customer loyalty and agency sectors.
Prem will play a critical role in shaping and executing the growth strategy for id8 Retail in the Middle East and emerging markets.
Suresh Vaidhyanathan
BOARD ADVISOR - MIDDLE EAST ASIA & AFRICA
With over 25 years of C-suite and board leadership, Suresh brings extensive experience driving transformation, growth, and governance across multinational conglomerates and emerging ventures in the Middle East, Asia, and Europe.
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Most recently, he served as Chief Executive Officer at Ghassan Aboud Group and Abu Dhabi Food Hub, leading large-scale diversification, supply-chain infrastructure, and strategic partnerships under the UAE’s national food security agenda. Prior to that, as Group CFO and COO at Yas Holding, he oversaw finance, M&A, and operations across a portfolio spanning healthcare, food, technology, education, and aviation.
Suresh spent over a decade as Group CFO at Platinum Group, managing a multi-billion global business with operations across 18 countries, and began his career in executive finance roles at Philips India and HDFC.
In addition to his corporate leadership, Suresh currently advises several global innovation platforms – including Rainmaking, Forward Fooding, and Ignyte (DIFC) – helping corporates and start-ups accelerate innovation, scale sustainably, and build high-impact ecosystems.
Known for his strategic clarity, commercial discipline, and ability to deliver transformation at scale, Suresh will play a key role in guiding id8 retail’s operational and growth strategy.
