Early life and education    Career    Leadership style    Personal Life    Philanthropy    Awards and honours    References  
1. Edwina Dunn

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Early life and education

Dunn was born in Buxton, Derbyshire. She spent her first three years in Rio de Janeiro, Brazil where her father, a former Spitfire pilot, was working as a chartered electrical engineer on a power station project.

After the family returned to the U.K., Dunn won a scholarship to Surbiton High School. She attended Bournemouth University, graduating in 1979 with a B.A. in Geography.

Career

Dunn joined the London division of the American data analysis software consultants, CACI, in 1980 as a marketing assistant.^[3] She became the company’s youngest ever vice-president, managing a team of 45 people by the time she was aged 26.

In 1989, Dunn left CACI to become joint founder and CEO of global consumer insights business, dunnhumby, with her husband and long-term business partner, Clive Humby.^[4] The company applied science and technology to customer data, to help businesses understand consumer trends and behaviours. It went on to revolutionise the use of customer transaction data, through its relationship with Tesco which began in 1994.^[5] The launch of Clubcard in 1995 was the first mass customisation loyalty programme in the world, propelling them to double their market share in less than 3 years.^[6] As a result, dunnhumby expanded exponentially, growing 100% year-on-year for five years.^[7] This led to working with other retailers and opening dunnhumby offices in 25 countries across Europe, Asia and the Americas, employing 1500 people.

Dunn and Humby sold their final stake to Tesco in 2011. They then took some time out from their careers to travel the world. During this period, Dunn authored The Old Rectory Gardens at Doynton, her reflections on growing a successful business while simultaneously transforming the grounds of their country home. She also instigated the What I See project, a global collection of women’s voices based around 1500 individuals as they reflect on how they perceive themselves.^[8] This later became The Female Lead campaign.^[9]

In 2012, Dunn and Humby set up H&D Ventures, a business and data science team exploring the possibilities of telecoms and financial services data. In addition, in 2013 Dunn & Humby acquired Purple Seven, the UK’s largest theatre and arts analytics company, to expand and explore the cultural behaviour of 19 million UK consumers.^[10]

In 2014, Dunn was invited to join the data analytics company Starcount as CEO.^[11] The company acquired H&D Ventures in the process, a collaboration that created a unique consumer insights company which brings the voice of the consumer into the boardroom. Dunn believes that industry is too overtly rear-view focused. Starcount uses new tools and skills for solving the consumer challenges retailers face on- and offline; to explore and predict what consumers love more than brands and what passions motivate both global and local tribes. This pioneering new approach uses open source big data and applies graph theory, championed by Humby.  It helps companies to anticipate what their customers will want or buy next – and the bigger purpose or cause behind that.

Leadership style

Dunn espouses The Power of Two leadership principle. It teaches that the most effective way to lead an organisation is by putting it under the charge of two people with complementary skills. It is a model she instigated during rapid global expansion at dunnhumby, and which she continues to advocate to this day.  

Personal Life

Dunn married Clive Humby in 1982. They have two children, Rowena born in 1991 and Max born in 1994. Her hobbies include gardening, sailing and reading. She divides her time between homes in London and Gloucestershire.

Philanthropy

Dunn has been a Trustee of the Science Museum Foundation since 2013. She was an NED of HMRC from 2013 to 2016, and University Technical Colleges with Lord Kenneth Baker from 2015 to 2017.

From 2014 to 2017, Dunn was Chair of the government-backed, private sector-sponsored Your Life campaign, which sought to promote STEM subjects (Science, Technology, Engineering and Maths) to 14-16 year olds across the UK.^[12] It involved the creation of Future Finder, a careers advice app that was downloaded 100,000 times within six months of launch. It remains the biggest free careers advice app on the market today.

Dunn is the founder of The Female Lead, a non-profit organisation dedicated to offering women alternative role models to those presented by popular culture.^[13] It provides a platform for sharing inspirational stories and films. The accompanying book, The Female Lead: Women Who Shape Our World, was published by Penguin Random House in February 2017.^[14] It is being donated to 18,000 schools across the UK and USA, to inspire the next generation of female leaders.^[15]

Awards and honours

In 2018, Dunn received the Fashion 4 Development Award for Women’s Empowerment in New York.^[16]

She holds four Honorary Doctorates; one in Business Administration from Derby University, and one in Science from Middlesex University, Kingston and Bournemouth.^[17][18][19]

She also holds three Honorary Fellowships; at Lucy Cavendish College, Cambridge, the Institute of Direct & Digital Marketing, and the Market Research Society, of which she is also Patron.^[20][21]

References

Edwina Dunn

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