Award winning data insights and analytics company Beyond Analysis, part of STW, has appointed Jeff Sanders as CEO to lead its Australian operation.  He joins the agency immediately.

With more than 20 years’ industry experience, Sanders joins Beyond Analysis from Global Red, where he was CEO for three years.  His impressive data and direct marketing career also includes time spent at some of Australia’s leading agencies, including nine years at RAPP as MD, plus roles at BWM, Leo Burnett and George Patterson Y&R among others.

As CEO, Sanders has been tasked with further growing the Australian Beyond Analysis business.  He will also contribute to STW’s strategy of further entrenching a data-centric approach to marketing and communications across its  stable of companies.

Beyond Analysis CEO, Paul Alexander said: “Having worked with Jeff at Leo Burnett nearly 20 years ago, I know that Jeff is a unique talent and it feels like I have waited 20 years for the opportunity to work with him again.  Beyond Analysis has worked hard to build our reputation for being able to connect insights from behavioural data to commercial success for our clients, and Jeff’s ability to connect the dots from data, to insight, to execution and deliver real ROI is second to none.  I can therefore think of no one better than Jeff to lead our Australian operation.”

Sanders has also been keen to work with Beyond Analysis founders Paul Alexander and Will Beresford again for some time, particularly given the strong views on the future of the data-driven marketing business that they share. 

“With the recent partnership with STW developing, the timing felt right. Beyond Analysis is in a very dynamic space – that frankly, in agency-land, is lacking in dynamism. Therefore, there is a real opportunity to get data out of the ‘back room of reflective research oriented reporting’ and become a ‘catalyst for action’ that drives results, sitting at the ‘big boys’ table, making things happen.

“I’m a pretty hard-core, customer focussed, sales driven marketer. And very well versed in the dynamics that create a positive relationship between the agency and its clients and how data – and in particular, transactional data – can effectively transform a clients approach to marketing and customer engagement. This combination of single customer view comms and data driven, evidence based decision making is where you really need to be in marketing today.”

Sanders replaces Neil Boulton as CEO who is leaving the company in February.