Who we are

In addition to our immediate team we work with an extensive network of specialist practitioners to suit the problems we are solving for our clients.

Alex Tait

Prior to launching Entropy Alex led the UK & Ireland Media & Marketing Services team at Unilever where he managed the Marketing Services team and was responsible for communications planning across their portfolio.


He has experience across diverse sectors in digital and ecommerce leadership roles having worked at brands including Kellogg’s, American Express and the Post Office.


He has been an active participant in the industry for many years including writing regular columns for the trade press at Marketing Week and the Drum. He has also been an active member in leading change at several trade bodies including the IAB and ISBA where he chaired their Digital, Data & Direct Group for 4 years and most recently as a participant on their Executive Committee.

Nina Oden

Nina Oden has 25 years of experience in developing brands. She spent the first 15 years of her career within Unilever, leading brand positioning, innovation and communication on global brands such as Persil, Comfort and Cif.


Working as a consultant with Entropy lets her focus on what she most enjoys: helping others think and do marketing better, through helping define briefs to business and marketing issues, designing and leading workshops and providing brand planning consultancy. She has also spent a large part of her time developing marketing frameworks and designing and leading large training programmes for Unilever.


Nina sees her role as unlocking new insights and providing clear direction by encouraging expansive thinking and always challenging the team to think and act beyond the obvious, well-trodden path. Her approach is to collaborate closely with the client team, other experts and companies to create the strongest team and delivery for every project, thereby keeping approaches and solutions fresh, nimble and fit-for–for-purpose.

George Zalokostas

George was formerly the Media Manager for Unilever in Greece and Cyprus, responsible for Traditional and Digital Media. He started his career a long time ago in Marketing in Unilever and when digital was in it’s early stages, he was Interactive Media Manager for Europe, stationed in Amsterdam.


When he returned to Greece, along with other pioneers, he was one of the founding members of IAB Greece, in which he served several terms as chairman and where he still is a member of the board.

Simon Kneafsey

Simon works with our clients on marketing process development.


He has worked with and trained numerous organisations during the course of his career including some of the brightest and most successful companies such as Google, Marks & Spencer, the European Space Agency and Pearson. He specialises in embedding Agile and Scrum processes and indeed is one of only a few trainers globally able to offer the full range of Scrum.org courses. He is also an Accredited Kanban Trainer (AKT).


Originally he has a 20 year background in software development working across global clients. However, over the last 10 years he has trained and coached numerous Product Owners and organisations in their transition to Scrum and Agile.

Vincent Potier

Vincent has extensive experience building ad tech businesses most recenlty as COO at Captify, productising agency services, establishing trading desk activity and in housing media buying. Before Captify, Vincent was the Managing Director for Vonage UK and Canada where he was responsible for the financial and commercial turn around of the businesses.


Vincent is also an active speaker within the industry as well as a member of the IAB Behavioural targeting council, regulatory and legal affairs council, GDPR committee, and a former Board advisor to eTail Europe.

Helen Evans

In her career Helen has worked client side across digital marketing and ecommerce operations with a number of industries including automotive, retail banking, telecoms as well as the B2B electronic components industry.


She’s led in-house global teams of digital marketing specialists driving direct response and brand engagement strategies via ad management platforms, PPC, SEO, Social and Content marketing. Her passion is using data to drive ROI and actionable insight.  Helen also has experience developing and working across various in-housing and outsourcing models for brands’ marketing ecosystems.


She has also been actively engaged with the industry as a member of boards for both ISBA and the Audit Bureau of Circulation.

Nick Stringer

Nick has a wealth of experience in digital media and technology public policy and regulatory affairs issues, both at UK and EU level. Between 2008-2015 Nick was Director of Regulatory Affairs at the Internet Advertising Bureau UK (IAB UK), spearheading the sector’s efforts to grow within an optimal policy environment. This included the development of various good practice initiatives on privacy, ‘native’ advertising, display advertising trading, copyright and social media.


It also included advocacy – both at UK and EU level – on privacy and data protection legislation. Prior to the IAB UK, Nick worked at Orange, leading public policy issues across both mobile and broadband sectors. He has also worked in the UK Parliament.

Katie MacDonald

Katie provides project management support for our clients and team support.


Working with the range of people and businesses she has over her career has firmly rooted a belief that to make a project truly work, the how, the why and the what all need to work together.


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