Phil is Global Digital Marketing Effectiveness Innovation Director for Haleon. He is based in London, within the Global Consumer Business Insights & Analytics team, where he is responsible for driving a Globally consistent approach to how Haleon marketers hold their investments in Digital Marketing accountable, both in terms of building brand equity and contributing to incremental, profitable sales growth. His recent focus has been in support of Haleon’s holistic marketing effectiveness programme; including the standardisation of the metrics and tools that are used to measure the effectiveness of Digital Marketing, CBIA governance of Global learning agendas and the piloting of emerging measurement innovations such as attention measurement and ‘cookie-less’ cross-media reach & frequency solutions.