Wayne Butler

Wayne Butler is a seasoned professional with extensive experience in analytics and marketing effectiveness, currently serving as the Head of Media Effectiveness for Advanced Advertising and previously the Head of Insight for Targeted Advertising at Sky since March 2013. Butler's role focuses on optimizing TV advertising campaigns through Sky AdSmart to enhance ROI and minimize waste. Prior to Sky, Butler worked at Barclaycard in various analytics leadership roles, including Head of Analytics for Digital Analytics, Customer Experience, and Marketing Effectiveness, where innovative strategies in marketing and CRM were developed. Butler has a strong background in customer insight and marketing, having held significant positions at Homechoice, including Head of Marketing and Head of Customer Insight, leading strategic marketing initiatives and campaign management.