2020 Influential Businesswoman Awards

Acquisition International - 2020 Worldwide Finance Awards 27 hen Jo left her corporate career, people from her network contacted her because they needed hands-on expertise in marketing analytics. Initially working freelance on a couple of contracts, demand grew to the point where she established the firm and for the last two years, Jo has been in constant demand. Jo offers agencies, freelancers and SMEs research, analysis and modelling services. Her expertise in is discovering the effectiveness of marketing and how to have more of an impact on potential customers. Her knowledge and skills help brands and companies to plan their marketing more effectively, for example, by measuring return on investment. Over the years, Jo has worked with hundreds of brands in most major industry sectors both within the UK and abroad. Stepping into the freelance world was not an easy step for Jo. It involved having the courage to walk away from a career path that was making her unhappy. Building the firm, therefore, has revolved around taking what she enjoyed most and allowing her the free time to develop herself in other ways as well. Running any business is a challenge, but it is one that Jo rises to every day. With over 20 years of marketing analytics behind her, it’s little surprise that Jo has seen the industry change significantly over the years. When she began her university studies, she was one of only a handful of women studying econometrics. The nature of the wider media environment, however, has meant that she has never felt outnumbered. As more women have been encouraged to enter STEM careers, the balance has shifted to a more equal footing. One of the biggest changes that Jo has seen in the industry has been the rise of open-source software like R and Python which has made it easier for anyone to try a data role through a side-project before committing to a career in the field. Indeed, the popularity of data science in general, meaning blockchain, machine learning and AI, has shone a spotlight on data-driven business strategy. This democratisation of the sector can only lead to more benefits to everyone, male or female, moving forward. Jo is a massive supporter of women and those who need a helping hand to succeed. She has followed the work of Women In Data since it began and has also contributed to #YesSheCan. People often contact Jo through LinkedIn where she is very active, but she also spends time as part of online communities for independent workers. Ensuring that she is open to communication has been a key part of her thriving business. When Jo Gordon left the corporate world of marketing analytics, she was ready to retrain in a whole new field. Instead, she ended up starting a freelance firm that leveraged her unique skillset. We take a closer look at Jo and her firm, and what she has to offer her clients in the light of her extraordinary success in Acquisition International’s Influential Businesswoman Awards 2020. Most Influential Businesswoman in Marketing Analytics (UK): Joanne Gordon W The business is still young, and Jo has ensured that it remains flexible enough to develop what she can offer and explore new opportunities. The second year of business has allowed her to invest in professional help with some areas, so the next will allow her to fully implement what she has learnt. She has no plans to grow in size but would be willing to potentially collaborate to offer engagements that are too large for a single-person business to take on. Jo Gordon Consulting was established two years ago and has become Jo’s main source of income-generating work. It has allowed her immense freedom to do the work she has wanted to undertake when she wanted to. Company: Jo Gordon Consulting Ltd Name: Joanne Gordon Web Address: www.jogordonconsulting.com