Appoints former brand director and head of insight Rose Tomlins as Managing Partner of Quantitative and new member of the MTM Board
London, UK, 19 March 2025 – Leading insight and strategy partner, MTM, today announced it is unifying its Quantitative Department with a renewed focus on innovation and the appointment of veteran brand strategy and insight leader Rose Tomlins, as Managing Partner and member of the MTM Board. Tomlins brings significant agency and brand-side experience, as a senior insights and brand strategy leader, as well as deep expertise in some of MTM’s core sectors like Technology, Telco, iGaming and growth sectors like Finance and Travel.
“We are thrilled to welcome Rose to our Board and to lead our Quantitative initiatives,” said Caroline Wren, MD of MTM. “Our industry is changing faster than ever before, and clients are seeking innovative and agile techniques, and new ways of working together. Yet, the traditional skills of storytelling with data and offering evidence-based advice on knotty problems are more important than ever. A seasoned strategic insights leader, Rose brings deep experience at wrangling different types of data into narratives to influence stakeholders. This, combined with her experience helping brands navigate significant change, as well as her passion for innovation, will be invaluable as we continue to grow.”
Tomlins brings a stellar track record in building global, customer-centric brand and marketing strategies that drive differentiation, salience and sustainable growth within highly competitive markets. She most recently held Brand and Insight Director roles at Virgin Money and Bally’s, preceded by significant agency-side experience at Firefish and GfK, amongst others.
Tomlins’ work is also award winning: including the new consumer insight award from the Market Research Society and the responsible marketing strategy award from EGR Global (celebrating achievements within eGaming).
Her vision for the MTM Quantitative Dept is to unify our B2B and B2C practices within one team and ensure seamless integration between quantitative outputs and the qualitative and strategy specialisms within the business. Rose also aims to increase innovation in our research approach and design.
“The opportunity to reshape and expand MTM’s quantitative offering to make it stand out, especially in a time of change in the industry and the age of Gen AI, is truly exciting,” said Tomlins. “The time for innovation is now, and MTM, with its reputation for delivering strategic data and insights leadership to top global clients, is perfectly poised to be at the forefront of this movement. I’m energised by the chance to drive this transformation and so pleased to be joining the Board and leading the stellar Quant Department.”
About MTM:
MTM is the trusted insight and strategy partner tackling the biggest challenges for the world’s biggest brands, including Google, Meta, Amazon, Spotify, Sky, the BBC, Channel 4 and Disney.
We live and breathe media, entertainment, tech and telco and have been powering the decision making of the world’s biggest brands for nearly two decades, by answering their toughest questions, getting to the moments of truth.
Because we focus on getting to the truth of the matter from different perspectives, we often see what others miss and can take clients directly from insight to informed decisions to action. Our services include commercial strategy consultancy, trends and cultural insights, qualitative and quantitative market research, data science and UXR. Our size and agility mean we can take on significant client challenges across global geographies.
London-based MTM is a finalist for the Agency of the Year 2024 Award (Adwanted) and three-time winner of the Market Research Society’s (MRS) Agency of the Year, as well as celebrating award wins for 2024 Best International Media Research Project and Effectiveness of Research – budgets over £50,000 (Adwanted), 2023 Grand Prix (MRS). For more information, visit wearemtm.com.
For more information, please contact MTM Head of Marketing Taylor Dunn: taylor.dunn@wearemtm.com