Amanda Randle

Career

With an MA in Psychology from Cambridge University, Amanda started work in the field of market analysis, geodemographics and customer databases. From there she was involved in direct mail and product development for business publications.

During seven years at Scottish & Newcastle Retail, Amanda set up a market research function and catchment area profiling, before going on to supervise marketing activity for the company’s branded pubs. As well as communications, she was responsible for strategic development of the brand portfolio and areas such as menu development, music profiling and investment payback analysis.

When Amanda and Sharon met as freelance marketeers, they instantly recognised complementary skills, experience and a similar outlook. With a determination to only take on clients where they were confident of making a real difference, Marketing Squared was created. Today, clients include PLCs, service specialists, not-for-profit and public sector organisations.

Particular passions

• Imaginative customer research – there are lots of ways of getting at the information you need.
• ‘One piece of paper’ strategies. For any business, there are a small number of critical issues which need to be identified and looked at logically and honestly, if long-term potential is to be maximised.
• War against over-complexity of anything: concepts, language, process, design…

To work with

A straight talker, Amanda brings a lot of energy and enthusiasm to any project and likes to focus on the key issues. She will think like a customer and ask direct and challenging questions on their behalf – by doing as much thinking as possible up front she believes in getting it right first time, and ultimately getting more done, faster and better.