Meet Some Of The Team
Senior client-side experience. Specialist expertise when you need it.
Entropy is built differently from a traditional consultancy.
Our core team has held senior roles inside major businesses and knows what it is like to be accountable for marketing decisions, budgets and results.
Our founder, Alex Tait, previously led Media and Marketing Services for Unilever in the UK & Ireland, one of Unilever’s largest markets globally, working across their portfolio of 40 brands. His career also includes senior digital and ecommerce leadership roles, as well as working to drive change across the wider marketing and media industry.
Alex is hands-on and involved in every Entropy project.
Around our core team, we bring in some of the best specialist talent in the market across econometrics, media, digital, ecommerce, CRM, data and marketing technology.
A different consultancy model
We believe this is the future of consultancy: a senior core team, supported by specialist experts brought in around the problem. It means clients get the right expertise without paying for layers of management or large permanent consulting teams. We build teams around what the work needs, not who happens to be available.
We have all worked with major consultancies during our careers. Scale has its advantages, but too often the people doing the work are career consultants who have never actually sat in the client’s chair. Our people have. We have run teams, managed budgets, worked with boards and agencies, made difficult investment decisions and been accountable for the outcome.
Technology helps. Judgement matters more than ever.
Of course we use AI, automation and the latest analytical tools where they make the work faster, sharper and more efficient. But in an age where analysis and content are increasingly easy to generate, judgement matters more than ever.
Knowing what question to ask, which evidence to trust, what the numbers really mean for the business and what to do next still comes down to experience. That combination of senior judgement, deep specialist expertise and the best tools available is how we work.
The people behind the work
A selection of the senior practitioners and specialists we bring together across Entropy projects, depending on the challenge.
Alex Tait
Founder, Entropy
Before founding Entropy, Alex was UK & Ireland Media & Marketing Services Director at Unilever, responsible for communications planning and digital across more than 40 brands including Dove, Lynx, Ben & Jerry’s and Marmite. His earlier career included senior digital and ecommerce roles at businesses including American Express and Kellogg’s.
Alex has spent his career working at the intersection of marketing, media, digital and commercial performance, as well as helping drive change across the wider industry. He remains hands-on and involved in every Entropy project, bringing senior client-side judgement to the work.
George Zalakostas
Media Consultant
With decades of experience in media management George has successfully led and executed integrated media strategies for consumer goods and retail companies across several markets. He has gained a deep knowledge of both digital and traditional media leading media for brands including Unilever, Danone and TJX Europe.
George is passionate about media innovation and optimisation and is always looking for new ways to leverage data and insights to drive results and value for our clients.
Chris Mee
Econometrics Director
Chris is a marketing effectiveness leader with extensive experience in econometrics / Marketing Mix Modelling, management consulting and market research.
He helps organisations understand the true drivers of performance, using advanced analytics to optimise marketing investment and improve commercial decision-making. He combines deep analytical expertise with a pragmatic approach, translating complex modelling into clear, actionable recommendations for senior stakeholders.
Amy Dawson-Hawkins
Head of Paid Media
Amy’s background over the last 10 years has been in client account management in performance marketing agencies, specialising in paid search, social and programmatic campaigns for scale-ups up to enterprise size businesses.
Amy works closely with the MMM and Consultancy teams to bring advanced holistic marketing measurement and growth strategies to our clients.
Anooja Tawde
Marketing & Digital Consultant
Anooja is based in Canada and is a senior digital marketing and growth specialist with more than 15 years’ experience across global brands and high-growth businesses. Her background spans acquisition, retention, ecommerce, CRM, SEM, programmatic and affiliates, including managing multimillion-pound budgets. She combines strong commercial thinking with a detailed understanding of how digital marketing works in practice.
Alison Bain
Marketing Consultant
Most recently Alison was Chief Marketing Officer at Midcounties Co-operative. There she was responsible for setting up the strategic marketing function to accelerate growth in its retail businesses including Food, Travel Childcare, Mobile and Energy.
Alison has over 30 years of business and marketing experience working in organisations like; American Express, Gallagher Insurance, Ogilvy and Publicis. Outside of work, Alison loves family stuff, art, travel and beekeeping!
Simon Short
Marketing & Digital Consultant
Simon is a senior digital, media and transformation leader with more than 20 years’ experience across brands including McDonald’s, Samsung, Huawei and Thomas Cook.
He helps businesses turn digital and technology opportunities into practical customer and commercial improvements … and still enjoys getting into the detail of the latest technology.
Robin Hassan
Fractional CMO/CDO and Marketing Technology Strategist
Robin is an award-winning digital marketing leader with more than 20 years’ experience across major global businesses. Most recently she led Digital Marketing, Media, ecommerce and Data at Unilever Canada as part of the senior leadership team.
Her wider experience includes Publicis and Yahoo!, spanning CRM, lifecycle marketing, ecommerce, media, data and marketing technology.
