Alex Fishwick is a seasoned commercial and insights leader with over 20 years of experience helping retailers and suppliers harness data to drive smarter decision-making. As Senior Manager of Insights & Analytics at Asda, he leads cross-functional teams delivering actionable insights that influence pricing, promotion, and ranging strategies, with regular engagement at executive level. Alex’s career includes senior roles at Publicis and Mastercard Advisors, and he began his journey in analytics at IBM, where he developed a strong technical foundation and passion for data-driven solutions. He later founded a consulting practice in South Africa, advising AI and analytics startups on product development, market strategy, and commercial positioning. Blending corporate experience with startup innovation, Alex is known for translating complex analytics into clear commercial narratives. His international experience across the UK, EMEA, South Africa, and Southeast Asia brings a unique global lens to customer behaviour, digital transformation, and growth strategy—making him a trusted advisor to C-suite leaders seeking to embed insight-led thinking across their organisations.