Beth Welcomme
Head of Data & Intelligence @Easyfairs
Signup · Get unlimited contacts
WORK HISTORY
Head of Data & Intelligence @Easyfairs
Lead the Data & Intelligence function supporting 28 events across 6 countries, enabling data-driven decision-making across marketing and senior leadership teams- Own data strategy, reporting standards and marketing intelligence, ensuring consistent insight across an international event portfolio- Merged previously separate Data and Intelligence teams into a single, aligned function focused on performance, insight and impact- Led regional CRM transformation programmes, including migration to Salesforce and the implementation of a custom-built CRM, ensuring continuity of operations, data integrity and stakeholder buy-in- Oversaw CRM migration, data quality and governance, working closely with marketing, commercial and technical teams to embed new systems and ways of working- Built standardised reporting for every event, transforming how marketers plan, monitor and optimise campaigns- Deliver ongoing campaign insight, performance tracking and scheduled deep-dive analysis to support continuous optimisation and future planning- Partner closely with senior leadership and marketing teams, translating data into clear, actionable recommendations- Successfully integrated new events and teams, driving adoption of shared systems, processes and governance- Led regional analytics platform evolution, including migration to Metabase and later Tableau, improving accessibility and insight consumption- Rebuilt and scaled the data team from 1 to 5, with further hires planned, creating a supportive, high-performance culture focused on growth and development- Champion data quality, governance and best practice to ensure trust in reporting and insight.
EDUCATION
University of Nottingham
Bachelor’s Degree, Veterinary Medicine Science
ABOUT BETH WELCOMME
Senior data leader with a proven track record of building and scaling Data & Intelligence functions across international organisations. Currently Head of Data & Intelligence at Easyfairs, supporting 28 events across 6 countries. Experienced in CRM and analytics platform transformations (Salesforce, custom CRM, Tableau), rebuilding high-performing teams, and embedding data-driven decision-making at scale.I’m a Head of Data & Intelligence who believes a good data function exists to make sure decisions are based on evidence — not gut feeling.I currently lead the Data & Intelligence function at Easyfairs, supporting 28 events across 6 countries (UK, France, Spain, Portugal, Italy and Algeria). Over the last several years, I’ve helped transform a fragmented reporting landscape into a standardised, trusted analytics capability that enables marketers and senior leaders to make better decisions at the right time. I’ve also guided our region through multiple CRM transformations, including migrations to Salesforce and a custom-built CRM, balancing technical delivery with change management and stakeholder adoption.I joined Easyfairs as a Data Manager, was promoted to Head of Data in 2022, and then to Head of Data & Intelligence in 2024, following the merger of previously separate Data and Intelligence teams. This role now spans data strategy, reporting, marketing intelligence and team leadership across an international portfolio.When I started, reporting was limited and inconsistent. Today, every event benefits from standardised reporting and campaign insight, allowing teams to tailor their approach, optimise performance mid-campaign, and plan future activity with confidence. I’ve also led the integration of new events and teams, helping them adopt shared systems, processes and ways of working.A defining part of my role has been rebuilding and scaling the data team. From a team of three — reduced to one during COVID — I’ve grown the function to five and counting, focusing on coaching, development and creating an environment where people can thrive regardless of background.I’m known as a leader who will be in the trenches with the team when needed, while still keeping a clear strategic view of where the function needs to go. I care deeply about data quality, usability, and making sure insight actually gets used — not just produced.I’m always interested in conversations about data leadership, building high-performing teams, and using insight to drive meaningful business outcomes.
This profile is compiled from publicly available professional sources. Unifers is not affiliated with or endorsed by LinkedIn. Request removal of this profile.