Wayne Field is an experienced analytics professional currently serving as the Head of Analytics - Customer Lifecycle Management at evoke since September 2025, where responsibilities include leading a new analytics function to unify customer behavior insights and inform business strategy. Prior to this role, Wayne held several key positions, including Head of Personalisation and CRM (Insight and Analytics) at Asda from August 2019 to September 2025, focusing on delivering personalized customer experiences. Wayne's earlier roles include Head of Customer Data and Measurement Science and Head of Decision Science at William Hill, and various leadership positions at Sky Betting and Gaming, overseeing CRM and analytics functions. Wayne's career began as an Actuarial Trainee at Aviva, complemented by a Bachelor of Science degree in Mathematics and Statistics from The University of Sheffield.
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