Adam Riley

Decision Architects

Senior marketing insight and strategy professional


I am a, highly experienced, senior marketing and insight consultant with a 25-year career including management consultancy, research agency, and client-side roles. My experience has been gained across many industries, geographies and cultures – working with senior management, in some of the world’s largest organizations, to develop actionable business and marketing strategies that deliver measurable growth.

I specialise in using insight to develop marketing strategy – addressing the ‘where to play’ and ‘how to win’ questions; creating actionable customer segmentation and focusing on profitably influencing customer behaviour … with nearly 20 years’ consulting experience in this field. I do most of my work in CPG, Financial Services and Healthcare, but have experience across a much wider range of industries. Approximately 2/3 of my work is outside the UK – last year I developed frameworks covering at least 20 countries. I have a mix of clients including multi-nationals, nationals and smaller niche businesses.


I have worked as an independent consultant since 2006 (using the Decision Architects brand). I have worked with clients from small regional organisations to major multi-nationals, running projects across all 5 continents. Most of my work involves marketing strategy – where to play and how to win; customer behaviour; actionable customer segmentation and activation. Clients have included include: MetLife; Allianz; Lloyds Bank; Direct Line Group; J&J; ResMed; Jordans; Twinings; Fuller Smith & Turner and Molsen Coors

Other work experience ….

Monitor Company (now Monitor Deloitte): Senior Consultant & Case Team Leader / Associate Partner.  November 2000 to July 2006

Ran segmentation projects around the world for major multinational clients including Mars, GSK, Microsoft, Canon, Hitachi. Developed actionable segmentation frameworks and ran activation programs.

Samsung: Global Marketing Strategist. November 1999 to October 2000

Involved in strategic marketing projects for Samsung businesses including assessing impact of pan Asian trade agreements, market entry strategy for a new communications components business and the development of global brand management guidelines

RSL (now IPSOS UK): Group Head, International Research team. April 1995 to September 1997

Ran the pan-European omnibus and international research team in the UK

TN-AGB (now Kantar): Research Executive. April 1994 to April 1995

Research executive in the consumer panel business delivering monthly presentations to client marketing teams (specialising in the diary sector)


I have an MBA from the University of London, London Business School, an MA in marketing from Kingston University, and BA (Hons) Business Studies, First Class from the University of Hertfordshire, September 1989 to June 1993



  • Business to business
  • Financial
  • FMCG
  • Industrial, manufacturing & logistics
  • Pharmaceuticals & Healthcare
  • Retail

Skills & Services

  • Ethnography
  • International
  • Online/Mobile
  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)
  • Workshop facilitation