James Tyrer

James Tyrer is currently the MMM Lead for EMEA at MARS, where they optimize media effectiveness and enhance partner performance through data-driven strategies. With a background in marketing analytics, they have previously served as a Business Analyst at Vodafone and a Project Portfolio Analyst at bp, focusing on global marketing and portfolio optimization. James has built expertise in Marketing Mix Modelling (MMM) and marketing effectiveness, ensuring that complex data translates into actionable insights for decision-makers. They also hold a distinction from Cirencester College and an ISEB Certificate in Business Analysis from The Chartered Institute for IT.