S5 | Ep 13 | Leading with Data: The CDO’s Path to COO with Tamara Castelli, Chief Operating Officer at UNiDAYS
Feb 25, 2025
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Tamara Castelli, Chief Operating Officer at UNiDAYS, shares her fascinating journey from data leadership to operations. She discusses the importance of applying data insights to drive business outcomes, emphasizing common pitfalls companies face in data adoption. With an insightful restaurant analogy, she illustrates how focusing on foundational elements is crucial. Tamara also explores the evolving roles of data leaders, the impact of AI, and how accountability can enhance operational success, all while highlighting the increasing overlap between data and business leadership.
Tamara Castelli emphasizes the importance of transitioning from a data-focused role to a COO role by understanding broader business operations.
The unique insights gained from UNiDAYS about student behaviors are crucial for enhancing customer acquisition and loyalty in marketing strategies.
Creating a data-driven culture is essential for identifying inefficiencies and improving operational performance, facilitating the adoption of advanced analytical methods.
Deep dives
Tamari Castelli's Journey into Data Leadership
Tamari Castelli's path to data leadership began with a passion for mathematics, which evolved through her academic pursuits into a career in data science. After initially struggling with theoretical math in university, she found her calling in management science and operational research, which emphasized practical applications of statistical modeling. Her experience at Capgemini provided a broad foundation in consultancy and helped her develop adaptability working across various industries. This experience fueled her desire to see the impact of her analytical work firsthand, leading her to in-house roles at Channel 4 and later Netaporter, where she built a global data and analytics capability.
The Role of Unidays and Its Unique Market Position
Unidays operates as a leading platform connecting brands with a verified student audience, significantly impacting marketing strategies aimed at the Gen Z demographic. The company leverages proprietary technology to digitally verify student status in real time, allowing brands to communicate effectively with this audience through targeted offers and discounts. This unique position provides Unidays with exceptional insights into student behaviors, which are valuable for both internal analytics and its brand partners. By harnessing this data, Unidays aims to enhance customer acquisition while fostering loyalty among students.
From Data Leader to COO: Evolving Responsibilities
The transition from a data-focused role to Chief Operating Officer involves significant changes in responsibilities, as Tamari emphasizes the importance of a cross-functional understanding of business operations. This evolution calls for not only data-driven insights but also strategic involvement in the organization's overall vision and execution of plans. As COO, she must ensure operational metrics align with broader business objectives, emphasizing collaboration and cross-departmental communication to drive success. This role requires the capacity to navigate conversations and initiatives beyond data, integrating insights into actionable strategies across the organization.
Building a Data-Driven Culture within Operations
Tamari highlights the need for a rigorous data-driven culture within operations to identify bottlenecks and inefficiencies, ultimately driving better performance across the organization. By pushing for foundational improvements in data infrastructure and processes, she has made progress in eliminating friction during operations, emphasizing the importance of having accurate and accessible data. This approach not only increased visibility but also facilitated the adoption of advanced analytical methods, including AI, to enhance operational efficiency. Her commitment to fostering a culture of data utilization enables all teams to recognize the value their roles contribute to overall success.
Advice for Aspiring Data Leaders Eyeing Operational Roles
Aspiring data leaders looking to transition into operations or COO roles should seek opportunities to broaden their understanding beyond data-centric responsibilities. Emphasizing collaboration across various teams and sectors is crucial for fostering an operational environment that prioritizes collective success. Leaders must also develop a strong sense of accountability, recognizing that operation outcomes hinge on their insights being effectively implemented across the organization. By being proactive in driving change and demonstrating an ability to influence outcomes, data leaders can prepare themselves for success in these broader operational roles.
In Episode 13, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom is joined by Tamara Castelli, Chief Operating Officer at UNiDAYS where they discuss her transition from leading a data and insights team to becoming the Chief Operating Officer, which includes:
Falling out of love with the theory of academia
Being driven by seeing application result in outcomes
Moving from consultancy to an end user organisation
How a merger provided a career changing opportunity to lead
A great analogy about a restaurant, a kitchen, china sets and menu font to describe how businesses can focus on the wrong things
The transition from VP of Data & Insight to Chief Operating Officer
The many parallels between the CDO and COO roles
Why data has to drive change and understanding it’s role within that objective
Why AI will bring the role of Data Leadership and business leadership to a point of overlap
Why business leaders will face challenges in the future that Data Leaders have faced forever
What may be seen as performance problems may actually be process problems
Grabbing the opportunity with both hands by taking accountability for things outside of her remit
Why operations is a great home for Data and Analytics teams
The differences between the CDO and COO communities
Why there’s less commonality between the COO community
Success stories as a COO
The power of having more influence as the COO
Spotting data gaps more easily from a higher vantage point
Launching OKRs around transformation and growth goals
Navigating perceptions of the current perception your business has of you
Things to think about if you’re considering a move into an operational role
Thanks to our sponsor, Data Literacy Academy.
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