Carolyn Baines

Carolyn Baines is an experienced professional in customer and market insights, currently serving as the Head of Customer & Market Insights at Biffa since March 2021. Prior to this role, Carolyn held various positions at Serendipity2 Ltd from October 2010 to February 2021, including Strategy & Insight Director and Customer Insights Director, where significant contributions were made to growth strategies for major consumer brands and retailers. Carolyn's earlier career includes roles at Dun & Bradstreet, Alterian, Oracle Corporation, SAS Institute, Metrologie Ltd, and Rapid Recall Limited, demonstrating a strong background in analytics, business development, and marketing across multiple organizations since 1987.