Meet Some Of The Team
Our team has a wealth of marketing, digital, ecommerce, and measurement experience across varied industries.
Alex Tait
Founder, Entropy
Before launching Entropy Alex was the UK & Ireland Media & Marketing Services Director at Unilever. There he was responsible for communications planning and digital across all the 43 brands in their portfolio including Dove, Lynx, Ben & Jerry’s and Marmite.
His experience also includes digital and ecommerce leadership at brands across varied sectors including American Express and Kellogg’s.
Amy Dawson-Hawkins
Head of Paid Media
Amy joined Entropy in 2021 and leads our paid media consultancy services.
Her 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.
Simon Foster
Econometrics Director
Simon has 25 years in media advertising, planning and evaluation in leading global agencies (WPP, Omnicom, Interpublic) and 20 years close involvement in marketing and media mix modelling.
Anooja Tawde
Marketing & Digital Consultant
Anooja is based in Canada and is a seasoned digital marketing strategist and growth consultant with over 15 years of experience leading performance marketing across global brands and high-growth startups. With an MBA in Marketing & Strategy and an engineering background, she brings a data-driven, customer-centric approach to scaling digital ecosystems.
She has held senior leadership roles at American Express, BYJU’S, and First West Credit Union, where she led large-scale acquisition and retention programs, managed multimillion-dollar budgets, and drove full-funnel marketing across SEM, programmatic, affiliates, and CRM.
Anooja has spent over a decade working with small and mid-sized businesses on ecommerce marketing, demand generation, and digital strategy.
Jim Clear
Ecommerce Director
Jim has been with Entropy since 2021. Before that, Jim’s background spans over 15 years of ecommerce client-side experience, including 8 years with Argos’ digital leadership team plus stints with Bupa and Wyevale Garden Centres as well as heading up a smaller pureplay online retailer.
Jim now leads the Commerce team at Entropy, helping a diverse range of brands with ecommerce/tech strategy, procurement planning and execution.
Alison Bain
Marketing Consultant
Before joining Entropy, 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
As a strategic digital marketing and media leader, Simon has had over 20 years of experience shaping impactful online journeys, leveraging marketing technology, and spearheading organisational transformations for brands such as McDonald’s, Samsung, Huawei and Thomas Cook.
He loves a good geek out on the latest tech, but most importantly in how he can help clients to bring those innovations online to drive growth or address a pressing need.
Robin Hassan
Fractional CMO/CDO and Marketing Technology Strategist
Robin is based in Canada and is an award-winning digital marketing leader with over 20 years of experience driving growth for Fortune 500 companies. Most recently, she served as Head of Digital Marketing, Media, eCommerce, & Data at Unilever as a key member of the Canadian Senior Leadership Team.
Robin has pioneered innovative solutions, including launching the first-to-market social media division at Publicis Media, in-house content/influencer teams, and developing profitable programmatic products at Yahoo! Canada.
Her expertise spans CRM and lifecycle marketing, AI-powered Rapid ROI analytics, eCommerce, and integrated media strategy for blue-chip clients including P&G, Samsung, Kellogg’s, and TD Bank.
Robin helps organisations accelerate growth through strategic marketing technology implementation and data-driven decision making.
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 optimization and is always looking for new ways to leverage data and insights to drive results and value for our clients.
