Simon Astley
Strategy Analyst @Cambridge Design Partnership
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WORK HISTORY
Strategy Analyst @Cambridge Design Partnership
Cambridge, GB
CDP is an end-to-end end innovation engineering company designing products for global brands and start-ups, B2BSelected to lead the market intelligence analysis and identify opportunities to support CDP’s 2026 strategy. Authored and presented a comprehensive report covering multiple markets including healthcare, FMCG, and consumer technology. The report covered market size and CAGR, market trends, growth drivers, industry risks, PESTLE, competitor analysis, GTM capabilities, and opportunities.Skills: Market Intelligence · Market Drivers & Growth · Market Opportunities · PESTLE · Competitor Analysis · Strategic Insights · Power Bi · Perplexity
EDUCATION
University of Lincoln
Bachelor's degree, Business Studies
The Market Research Society
Market & Social Research Practice, Advanced Certificate, Market Research
CIM | The Chartered Institute of Marketing
Post Graduate Diploma (Business Strategy & Planning), Business & Marketing Strategy
SKILLS
ABOUT SIMON ASTLEY
Strategic Market Intelligence and Customer Insight Leader with 15+ years’ experience building and scaling insight functions that drive commercial strategy, growth and competitive advantage.I build and lead insight functions that transform intelligence into strategic advantage.I help organisations translate market, customer and competitor intelligence into clear strategic direction, enabling senior leadership teams to identify growth opportunities, strengthen customer propositions, and make confident decisions in complex and evolving markets.My work has contributed to ~30% sales growth in new segments, a 29-point NPS increase, and the successful launch of new market propositions, demonstrating the commercial value of insight-led decision-making.I have a strong track record of building insight capabilities from the ground up and embedding them at the centre of strategic decision-making.Areas of Expertise• Market & Competitor Intelligence• Market Opportunities & Threats• Strategic Market Research• Product & Pricing Research• Customer & User Experience (NPS)• Brand Health Tracking & Creative Testing• Customer Segmentation• Customer Behaviours, Needs & Wants• Purchasing Decision-Making Process• Campaign & Media Effectiveness• Insight team leadership and capability building • Insight Planning & Prioritisation• Data-Driven Decision-MakingAlongside my professional work, I write the LinkedIn thought leadership newsletter “Evolution of Market Research”, exploring how insight, intelligence and research functions are evolving in an AI-enabled and increasingly data-driven world.I am currently open to senior opportunities (permanent or contract) across the UK, including:• Head of Insight • Head of Market Intelligence• Head of Market Research• Director of Research & Insight• Strategic Insight Lead• Senior Research ManagerEmail: s••••••••@outlook.comSpecialismsMarket Intelligence | Customer Insight | Strategic Market Research | Competitive Intelligence | Voice of Customer (VoC)| Customer Experience (CX)| Customer Segmentation | NPS | CSAT | Marketing Effectiveness | Product Insight | Data Analysis | Quantitative Research | Qualitative Research | B2B | B2CToolsExcel | Power BI | SQL | PowerPoint | Qualtrics | ChatGPT | Copilot | Perplexity
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