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Jo joined the team in early 2024. She brings almost 20 years as an analyst and researcher across charity and consultancy roles. Her interest lies in bringing together behavioural data with attitudinal data to understand how and why people behave.

During her time at UNICEF, she worked in analysis and insight roles, including leading the analysis team, and developing an audience segmentation for the fundraising programme.

She started her career in client-facing roles in market research agencies, and more recently has worked in a consultancy leading a range of data and insight-led projects for the public sector.

Outside work, Jo tries to use the creative, less-analytical side of her brain by dabbling in various crafts.