
Driven by Data: The Podcast
Orbition Group is delighted to bring you this podcast series, which is designed for Data Enthusiasts, to hear from some of the most high-profile Data, Analytics and AI thought leaders from around the globe.
Each episode will detail the guests journey to the top while bringing unique insights, drawn from first-hand experience on the industry’s most trending topics.
This podcast was created as a way for our industry's most respected leadership figures from across the world to give back to the Data & Analytics community, by sharing; knowledge, experiences and ideas, to inspire, innovate and provide real-life use cases on the industries most pressing topics/challenges.
Latest episodes

Jan 28, 2025 • 50min
S5 | E9 | Value as the North Star with Paul Hollands, Chief Data & Analytics Officer at AXA
In Episode 9, of Season 5 of Driven by Data: The Podcast. Kyle Winterbottom is joined by Paul Hollands, Chief Data & Analytics Officer at AXA where they talk about value as the North Star, in which they discuss:How structuring the data agenda can drive impact as the first CDAO at the UK & Ireland level. How a clear North Star helps AXA UK & Ireland focus on the commercial impact of data and AI. Building strong foundations to execute data and AI use cases effectively. Balancing central coordination and business unit autonomy with a federated operating model. How business sponsorship from engaged CEOs supports the data mission. The value of having a team fully aligned behind a clear vision. Using a strong North Star to simplify complex processes and stay on track. How understanding the business environment helps measure data leaders’ performance. Tackling the irony of CDOs being expected to excel at measuring value but lacking clarity on their metrics. Why being business-focused in theory doesn’t always translate to practice. The difficulty of measuring the value of certain data processes. How stakeholder management and strong relationships drive data success. Encouraging CDOs to share more stories about their impact. Building knowledge-sharing communities to promote value-driven data practices. How GenAI is being industrialised and trust is being built around its use. Exploring how AXA and its staff are using GenAI in practical ways. Adapting data strategies over time as GenAI shapes the direction of data and AI. Avoiding distractions from shiny new trends in data and analytics by staying focused on long-term value. Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

Jan 21, 2025 • 46min
S5 | E8 | A Seat at the Table: Earning the License To Operate with Rosh Awatar, Managing Director - Group Data & Analytics at Sky
In Episode 8, of Season 5 of Driven by Data: The Podcast. Kyle Winterbottom is joined by Rosh Awatar, Managing Director at Sky, and they discuss the importance of getting data's seat at the table, which they discuss:The challenge of getting data leaders involved in key business decisionsWhy data leaders need to steer the business, not just support itHow the right sponsorship can create business valueThe importance of networking and building connections across all levelsBuilding strong relationships with the businessThe difference between what Data & Analytics teams see as “value” versus what business leaders see as “value”Adapting your message depending on the data capability you’re focusing onAligning data priorities with business goals and strategiesBeing involved in the right conversations to make better decisionsBalancing commercial success with long-term benefitsThe view some companies took on CDO roles in 2024 and how CDOs can show their valueDelivering value through strong data governance and enablementDeciding whether a centralised or decentralised/federated data model works best for your company’s cultureThe collaborative and innovative environment at SkyWhy it’s important to ask for help when neededHow culture and purpose shape a company’s view of dataStriking the right balance when talking about the value of dataThanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

Jan 14, 2025 • 54min
S5 | E7 | Change & Transformation: The First & Last Mile with Matt Stebbings, Petcare D&A Transformation Director at Mars
In Episode 7, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom is joined by Matt Stebbings, Petcare D&A Transformation Director at Mars Petcare, where they discuss the importance of the first and last mile in change & transformation, which includes; Transitioning from an engineering and IT background to a growth function at Mars PetcareBeing one of the world’s largest family-owned businesses, accounting for 60% of Mars' operationsThe history and significance of Mars' five principles and their role in shaping the company’s cultureWhy doing business with a data analytics mindset is critical for shaping the futureUnderstanding the difference between transformation and changeLeveraging growth science to foster loyalty and drive innovationThe ecosystem strategy: using data to combat issues like feline kidney diseaseOvercoming challenges in engaging the business to embrace data-driven mindsetsMaintaining public-facing insights through extensive behind-the-scenes data workDifferentiating between focus and prioritisation to maximise valueEmpowering business leaders within product ownership teamsShifting from traditional data projects to product-oriented working in data analytics and its impact on changeThe evolving role of the CEO and the addition of "D" (data) to their responsibilitiesEstablishing the need for CDO-type functions in modern organisationsTraining and transforming teams to adopt a more data-focused approachEmbedding the D&A team within the growth function to align with business outcomesBalancing the importance of getting both the first and last mile right in data initiativesThanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

6 snips
Jan 7, 2025 • 53min
S5 | E6 | Business Process; Data Management’s Moment to Shine with Aldwin Tito, Chief Data Officer at Shell
Aldwin Tito, Chief Data Officer at Shell, shares insights on the significance of data management for safe, eco-friendly operations. He emphasizes that effective management doesn't always require expensive tools, highlighting the value of a strong foundation. The discussion dives into navigating tech hype cycles, the transformative impact of Generative AI compared to past technologies, and the evolving role of CDOs in a data-driven world. Tito encourages a close alignment of data processes with business operations and the importance of promoting data savvy within organizations.

7 snips
Dec 17, 2024 • 54min
S5 | E5 | Why ‘The War for Talent’ is now ‘The War for Talent Intelligence' with Matthew Doucette, Director, Technical Recruitment at Deliveroo
Matthew Doucette, Director of Technical Recruitment at Deliveroo and a talent acquisition guru, discusses the evolving landscape of recruitment data. He points out that despite an abundance of data, recruitment strategies haven’t significantly changed since 2009. Doucette highlights the importance of aligning talent strategies with business results and emphasizes the differentiation between job descriptions and adverts. He also discusses the vital need for qualitative insights and effective collaboration between finance and HR to enhance talent acquisition.

Dec 10, 2024 • 46min
S5 | E4 | Bigger Data, Better Possibilities with Loretta Franks, Chief Data & Analytics Officer at Kellanova
Loretta Franks, Chief Data & Analytics Officer at Kellanova, shares her inspiring journey from a non-technical, STEM background to leading data strategies in the food industry. She discusses the importance of relationship-building and storytelling in enhancing data impact. Loretta emphasizes the need to focus on business outcomes and reusability in data initiatives. Overcoming Imposter Syndrome is also a key theme, as she highlights how leadership style can dictate success and reshape organizational narratives through data.

11 snips
Dec 3, 2024 • 54min
S5 | Ep 3 | From COO to CDO with Perry Philipp, Chief Data Officer at Entain
Perry Philipp, Chief Data Officer at Entain and a veteran in management consulting, dives into the intriguing transition from COO to CDO. He shares insights on the risks of long-term change programs and why centralization isn't always the key solution. The discussion also highlights common business challenges, the importance of data literacy, and effective communication in forging data-driven strategies. Philipp emphasizes viewing data as a vital organizational asset and celebrates the successful global Snowflake migration, showcasing teamwork and innovation.

Nov 26, 2024 • 42min
S5 | Ep 2 | People & Culture: Influencing Change with Johanna Hutchinson, Group Chief Data Officer at BAE Systems
In Episode 2, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom is joined by Johanna Hutchinson, Group Chief Data Officer at BAE Systems, where they discuss how the role of people and culture influence change, which includes;Government’s perspective on data statisticsMaking data accessible to peopleThe importance of getting the right messages to the right peopleThe power of automation capabilitiesWhere the growth of AI increases in potentialThe notion of value within BAE systemsThe challenges of the defence industryInitial opportunities and challenges as Group CDOThe difference in perception between data and businessCreating core capabilitiesThe use of language and the differences in understanding itThe difference in culture between organisationsRecognising different team cultures across the same organisationThe changing world and how data fits into itThe impact that politics has on the defence sectorThe importance of transformation programmesBuilding an internal data communityMeasuring the impact of data on the businessThanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

Nov 19, 2024 • 48min
S5 | Ep 1 | Beyond the Hype with Orlando Machado, Chief Data Officer at the LEGO Group
In Episode 1, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom is joined by Orlando Machado, Chief Data Officer | Vice President at the LEGO Group, where they discuss the hype around new D&A trends, which includes;How LEGO became the to describe data storytelling across LinkedInReflecting on the evolution of Data Science and AI.Addressing the allure of shiny new technologiesHow organisations can cut through the noise to uncover real value.The rise of GenAI and its implications for Data Science and traditional AI practices.The evolving role of the CDO amidst technological advancements and shifting priorities.Challenges organisations face in realising value from Data Science and AI initiatives.Discovering the biggest opportunities that organisations can leverage today.Exploring how LEGO has harnessed Data and AI to drive innovation and create tangible value.The trend and speed of the hype cycles and buzzwords and their effect on the industry.The future of digital and data roles based on new technologies and demandsThe impact the lack of standardisation has on the D&A industry.The difficulty of knowing which hype cycles to adopt.Prioritising opportunities in use cases.Tackling AI ethics.How LEGO are tackling data literacy fluency.The effect the size of the organisation can have when implementing data strategies.Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

Oct 15, 2024 • 50min
S4 | Ep 50 | Visibility & Curiosity: Why Data is a Marketing Exercise with Marion Shaw, Head of Data & Analytics at Chaucer Group
In Episode 50, the season finale of Season 4, of Driven by Data: The Podcast. Kyle Winterbottom is joined by Marion Shaw, Head of Data & Analytics at Chaucer Group, where they discuss how success with data and analytics is a giant marketing exercise and how to use it build visibility and curiosity, which includes;Having a career that allowed an understanding of what it takes to get something to market and grow profits Why technology and data can’t be treated the same way How curiosity around data impacts business decision making Getting your business stakeholders to ask the right questions Building new revenue streams be leveraging data that was previously unavailable to harnessHow she created a gamified data exercise to market and educate business stakeholders How that has benefited the data team with their engagements with their business stakeholders Using competition and FOMO to battle cynicism and scepticism Accepting that you’ll never know win over everybody Utilizing traditional marketing techniques to tell the story Why they brought the former receptionist into the team as a data champion Using your success stories to drive positive PR The importance of being visible to your stakeholders to build interest and curiosity Why D&A teams can’t be successful without business stakeholders Guiding your business stakeholders to meet you in the middle Measuring the effectiveness of your marketing efforts The importance of tracking your results beyond the initial use case Agreeing an attributable figure that data can claim for the returns Identifying your biggest champions and squeakiest wheelWhy you should never use “data speak”Advice on how to drive curiosity, interest and buy-in Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.
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