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 where he was responsible for communications planning and digital across all the 43 brands in their portfolio.

His experience also includes digital and ecommerce leadership at brands across varied sectors including American Express and Kellogg’s.

Paul Sturgeon
Managing Director, Entropy MMM

Paul joined Entropy in 2023 and works with the team in supporting our clients with a range of services, including: the implementation of marketing effectiveness programmes, sales channel optimisation, budget allocation, brand analytics, forecasting, and pricing and promotional strategy.

Paul brings a wealth of knowledge and extensive experience helping brands to navigate an increasingly complex world to improve marketing effectiveness and drive profitable growth.

Prior to Entropy, Paul worked for Amazon Ads, where he was the MMM subject matter expert. He has also held leadership positions at Kantar and Mindshare.

Amy Dawson-Hawkins
Head of Paid Media

Amy joined Entropy in 2021 and leads our paid media agency and consultancy services, supporting clients with strategy and implementation across digital marketing channels.

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.

She works closely with the MMM and Commerce teams to bring advanced holistic marketing measurement and growth strategies to our clients.

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.

Vivian Wong
Senior Manager, Marketing and Operations

Vivian joined Entropy in 2022 and has a wealth of international experience in B2C and B2B marketing in Canada and the UK. Prior to joining Entropy, Vivian held various roles in digital marketing, product management, lifecycle marketing, and CRM marketing across the finance industry including 10+ years at American Express.

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