Andy Tope Msc

Andy Tope MSc, MBPsS, GAABS is a seasoned professional with extensive experience in behavioral insights and strategic management across leading global companies. Currently serving as the Global Strategic Insights Director - Foresights & Trends at JTI since November 2021, Andy previously co-founded Herojo, a digital startup focused on leveraging behavioral psychology and machine learning for sustainable growth. Notable experience includes leading behavioral science initiatives at Imperial Brands PLC, where Andy managed a team and conducted multi-million dollar research projects, and heading insights and behavioral psychology at Philip Morris International, overseeing global initiatives affecting top leadership and employee engagement. Andy's educational background includes multiple master’s degrees in psychology and organizational behavior from Birkbeck, University of London, and The Manchester Metropolitan University, complemented by a PG Cert in Operations Research & Statistics from Strathclyde Business School and a BA in History from Durham University.