Who we are

Susan has over 20 years' experience in delivering commercial value from retailer data. She founded and ran dunnhumby's analytical team during the 1990s and helped to create dunnhumby shop for Tesco plc. In 2002 Susan co-founded retail analytics specialist 5one where she was customer strategy director and developed retail strategies for clients such as BP Retail, Pick n' Pay, The Co-operative, Boots, Woolworths, Harrods and Galeries Lafayette. In 2010, Susan co-founded Zinc Retail with a focus on encapsulating customer centric retail methods into accessible and user friendly software applications. In 2014 Zinc's Tripps behavioural analytics software was acquired by Aimia Inc. and Tripps is now used by many large retailers internationally including grocery, drug, department stores and fashion retailers. Susan has worked with many global retail and luxury brands around the world and is considered a leading expert in customer data.

Customer insights are the mainstay of modern business and from insight to solution to implementation, Natalie McCrae’s innovative approach to customer analytics, market segmentation and brand optimisation is undisputed. She has invaluable skills in interpreting analytical data and operational expertise in putting them into action by developing perceptive marketing solutions and loyalty programmes across a diverse range of retail, entertainment and financial organisations.

I’m a UI UX specialist with 15 years of global industry experience, in both web and print. I breath design and find nothing more satisfying than translating a client’s brand or product is into a beautiful functional design that equates to a brilliant customer experience.

A designer with 10 years experience. I am a creative problem solver with experience across all mediums, and have a passion for elevating brands through great visual design. I love to travel and I'm passionate about coffee (very much so), health and fitness and of course design.