Katie O'Toole

Led audience insight, cultural research, and analytics across major brands to inform brand and creative strategy. Developed research approaches combining social listening, audience research, and quantitative data to identify cultural shifts and opportunities. Built social intelligence frameworks using Brandwatch, Pulsar, GWI, and Kantar, delivered insight narratives and strategic recommendations to senior clients, and supported strategists and creatives by bringing cultural and audience insight into earlier planning stages.

Created and defined social measurement frameworks and improved creative effectiveness approaches across insight outputs. Mentored analysts and strategists to strengthen storytelling and curiosity. Partnered with social strategists and content teams to apply real-time audience behavior and campaign performance data to creative optimisation, while building standardized processes and templates to improve efficiency.

Led a team of analysts delivering insight across campaign measurement, social listening, influencer identification, research, and social auditing. Scoped research and advised clients on KPIs by translating business objectives into measurable metrics to shape strategy and optimise performance. Connected social and earned data with wider cultural trends and promoted clear, compelling data storytelling across teams and clients.