
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

Mar 11, 2025 • 50min
S5 | Ep 15 | Research on the Dark Side of Data; When Risks Outweigh Benefits with Heather Wade, Data Transformation Director at Johnson Matthey
In Episode 15, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom is joined by Heather Wade, Data Transformation Director at Johnson Matthey, where they discuss research findings that attempt to understand what happens when risks outweigh benefits, which includes; Learnings from taking all the best bits from consumer data into a different industry The reason for undertaking a DBA Why there’s so much research written about the benefits of data but very little about the risksUnderstanding the different types of risks your organisation facesDelivering a piece of research about how firms tackle data related risksWhy there’s much more risk than the traditional cyber or privacy risks Focusing on qualitative research as opposed to quantitative How the research uncovered the differences in the CDO/Data Leader role Whether the CDO tenure forces us to focus on value and benefits as opposed to risk Discussing the risks of inaction as opposed to selling benefits How the people and culture element of teams pose a large threat The lack of difference between regulated versus unregulated industriesHow firms should approach the balance between benefits and risk Measuring potential risks Why the biggest risks could be the lack of clarity around what a data function exists to do Managing grey areas of risk (like sustainability) 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.

10 snips
Mar 4, 2025 • 42min
S5 | Ep 14 | The Secret to Data Democratisation with Bhagya Reddy, Executive Director of Empowerment and Collaboration at Virgin Media O2
Bhagya Reddy, Executive Director of Empowerment and Collaboration at Virgin Media O2, shares her journey from a technical role to driving data democratization within the organization. She discusses the importance of making data accessible and fostering a culture of trust and collaboration. Reddy emphasizes the role of a 'Data University' in enhancing data literacy and the need for skills-based hiring to champion diversity in data teams. She also addresses overcoming cultural barriers and the significance of timely, actionable insights in driving innovation.

Feb 25, 2025 • 51min
S5 | Ep 13 | Leading with Data: The CDO’s Path to COO with Tamara Castelli, Chief Operating Officer at UNiDAYS
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.

Feb 18, 2025 • 53min
S5 | E12 | Executive Leadership: The Barriers to Innovation with Murtz Daud, Director of Data & AI at British Gas Business
In Episode 12, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom is joined by Murtz Daud, Director of Data & AI Director of Data & AI at British Gas Business, to discuss the barriers to data innovation, which includes:The different views on what a Data & Analytics function is – starting with the fundamental question: why do we need this department?Why Data & Analytics should be decision-makers, not ticket-takersEnabling the business to create value through data-driven solutionsThe rise of Data & Analytics structures is driven by the fear of being left behindEmbedding data-driven decision-making across the organisationDemonstrating the value of Data & Analytics as an investment, not a costThe importance of leading indicators – measuring the actions that influence key outcomesHow an MBA can help transition from a technical leader to a business leaderThe concept of 'purple people' – bridging technical and business skills to create high-performing teamsLeveraging individual strengths to enhance team performanceWhy great leadership is about building the right team, not knowing everythingCreating the right conditions for innovation and psychological safetyInnovation doesn’t have to be complex – it just needs to solve real-world problemsThe role of the client/sponsor in championing data products internallyPositioning Data & Analytics as a strategic consulting partner within the businessThe ongoing challenge of shifting perceptions of Data & Analytics from a support function to a value driverThe critical role of emotional intelligence in leadershipWhy cultural change is essential for fostering innovationRecognising and rewarding contributions to maintain motivation within data teamsEnsuring time is allocated for innovation to thrive within organisationsThe best ideas often come from those closest to the problem – creating space for grassroots innovationThanks 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.

Feb 11, 2025 • 58min
S5 | E11 | Speed to Value: The Benefits of Data Product Management with Darren Wood, Data Product Leader at BBC
Darren Wood, Data Product Leader at the BBC, shares his insights on the transformative power of data product management. He emphasizes the importance of collaboration in the data community and the role of personalization in enhancing user journeys. Darren explores the lifecycle of data products and the necessity of understanding organizational dynamics to maximize value. He also discusses the critical differences between data and product teams, the importance of a strategic roadmap, and the need for a business mindset in treating colleagues as customers.

Feb 4, 2025 • 1h 5min
S5 | E10 | Quantifying Your Value: The framework used to realise £100m profit with Peter Everill
In Episode 10, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom is joined by Peter Everill, AI, ML & Data Product Leader for a European Retailer for a LinkedIn Live event, and they discuss the importance of quantifying value, in which they talk about:How data can significantly impact P&L performanceWhy the USP of the data team lies in identifying where to focus and what action to takeThe importance of metrics in making performance observable and driving decisionsThe risk of internal data teams falling behind without a structured consultancy methodologyHow improving business literacy in data teams helps focus on the right metricsThe role of methodology in influencing P&L outcomesWhy winning over senior management is crucial for successThe need for metrics that drive actionable insights and business performanceWhy not everyone wants to be data-driven—and how to choose the right sponsorsThe cultural adoption of metrics and its impact on business successUnderstanding failure states to identify areas for improvementHow collaboration between data teams and business stakeholders drives better outcomesWhy data literacy shouldn’t be a burden on business usersThe common gap in business process mapping within organisationsWhy engaging finance teams is essential for understanding P&L impactThe importance of quick wins in gaining stakeholder supportWhy cultural openness to data is necessary for effective implementationWhy actionable, role-specific metrics lead to better business adoptionThanks 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 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.