Enterprise digital thinking — without the agency overhead.
I founded JS Digital IQ because I believe the kind of digital thinking that drives results for global brands should be accessible to any business that's serious about growing — without the agency fees, the account managers and the junior teams you never asked for.
When you work with JS Digital IQ, you work with me. I take your brief, build your strategy, manage the delivery and report back to you. That's the point of it.
To ensure every strategy is properly implemented, I work with a trusted specialist technical team for website development, SEO, tracking and paid media. This means I can deliver at any scale — but the relationship, the thinking and the accountability are always mine.
Four cities. Twenty years. And I'm still learning.
I grew up in Mumbai. Each city I've lived and worked in since has added something to how I think and how I work.
In my school summer breaks I worked in my father's grocery and general provision store. He taught me, simply by example, that commerce is about understanding what people need — watching which products moved and which didn't, learning the rhythm of a business that depended on knowing its customers. I absorbed more from those summers than I realised at the time.
After school I took a sales role with Videocon, conducting roadshows across Mumbai selling internet TV — my first experience of being on the ground with a technology product most people didn't yet understand. It was a good education in communication, resilience and reading a room.
When I began my MBA at Sam Higginbottom University of Agriculture, Technology and Sciences (formerly Allahabad Agricultural Institute, AAIDU) in 2002, I didn't stop working. I joined Wipro in Belapur, Navi Mumbai as a call centre sales agent, selling insurance products for US companies. University ran 9am to 5pm. Wipro ran 7pm to 4am. The people I worked alongside at Wipro — many juggling similar pressures — were a constant reminder that focus and discipline are choices, not gifts. I kept that routine for two years. Midway through the MBA, I noticed that many subjects overlapped significantly with the Master of Commerce in Business Management at the University of Mumbai. With the encouragement of those around me, I enrolled in that simultaneously — completing both by 2004 and 2005.
In 2005 I moved to Glasgow to pursue an MSc in Management Information Systems at Glasgow Caledonian University. Glasgow holds a special place for me — it was the first city I lived in outside Mumbai, and I was there for seven years. The people I met, the environment I worked in and the experiences I had there shaped a significant part of who I am professionally.
To support myself alongside the course, I took a part-time role at Clydesdale Bank's internet banking helpdesk — 7pm to 11pm. My dissertation, published in 2006, explored whether digital banking was moving away from the branch model. The topic wasn't born from certainty — it came from genuine curiosity about what I was observing every day. Working in the helpdesk each evening while writing about digital banking's direction by day gave me a perspective that a classroom alone never could have.
I graduated in 2007 and Clydesdale Bank offered me a full-time role. I was given the opportunity to lead a Lean Sigma project — the bank sponsored my Green Belt accreditation, investing in my development before I'd asked them to. The project improved First Call Resolution and reduced Average Call Handle Time, contributing to estimated annual savings of £243,750. The broader team was recognised with the World's Best Contact Centre Award 2006. It was a collective achievement — I played my part and was proud to be part of it.
When a vacancy opened in the bank's digital team, I moved into it. Over the following five years I grew into the role of primary analytics contact across the organisation, led the redesign of the Clydesdale Bank and Yorkshire Bank websites, and took on increasing responsibility for how the bank understood and acted on its digital performance. I left in 2012 having started as a part-time helpdesk assistant and grown into the organisation's senior digital analytics resource. That progression happened because of the environment, the colleagues around me and the opportunities I was given by people who backed me.
In 2012 I moved to York to join Card Protection Plan (CPP Group) as Web Analytics Manager. I rolled out Google Analytics across 7 international markets — UK, Austria, Germany, Hong Kong, India, Brazil and Mexico — training local teams in each and building the group's centralised analytics function. My first truly international role, and an important step in learning how digital performance looks and feels across very different markets and cultures.
In 2014 I moved to London to join GlaxoSmithKline as Digital Insights & Analytics Manager for Consumer Healthcare GB & Ireland. Four years at GSK — managing analytics across 15+ consumer health brand websites including Sensodyne, Voltarol and Beechams, identifying the checkout drop-off that contributed to £35,000 in additional monthly revenue, and building the analytics roadmap and measurement framework for the GB & Ireland business. The people I learned from at GSK — colleagues, stakeholders and the wider marketing teams — shaped how I think about connecting data to commercial decisions.
May 2018 — going independent. In May 2018 I registered JS Digital Consultancy Limited and began contracting. It was a deliberate decision — not because I had to, but because I wanted to bring the same quality of thinking to organisations of all sizes, and to have the freedom to choose work where I could genuinely add value.
Since then I've embedded within the teams of Costa Coffee (Whitbread Group PLC), Mothercare, River Island, Philip Morris International, SharkNinja, Unilever and JTI — while building a growing practice supporting SMEs through JS Digital IQ.
Four cities. Twenty years. And I'm still learning.
Education that informs the work.
The qualifications aren't decorative. An MBA in International Business means I understand your P&L, your market position and your growth options — not just your Google Analytics. An MSc in Management Information Systems means I understand how technology and business connect at a systems level. A Lean Sigma Green Belt means I look for waste and inefficiency everywhere — including in your digital spend.
Three masters degrees, pursued alongside full-time work across two countries. Not because it was required — because the opportunity was there and the people around me encouraged me to take it.
MBA International Business
Sam Higginbottom University of Agriculture, Technology and Sciences Formerly Allahabad Agricultural Institute (AAIDU)
Master of Commerce
University of Mumbai
MSc Management Information Systems
Glasgow Caledonian University
Lean Sigma Green Belt
National Australia Group
The AI is the accelerator. The thinking is still mine.
AI tools are now part of how I work — in research, in content, in analytics and in how I help clients get found in AI-generated search answers.
I want to be straightforward about this: I'm not an AI expert. I'm a senior digital practitioner who is actively learning, testing and applying these tools in real client work — the same way I've approached every wave of digital change over the past 20 years.
My view is simple: AI makes good thinking faster and more effective. But it doesn't replace it. The businesses that will benefit most from AI are the ones that combine it with genuine commercial judgement and a clear understanding of what they're trying to achieve.
That's what I bring to every client I work with.
The day I stop learning is the day I stop being useful.
I draw inspiration from the people around me — always have. Every client I work with brings a perspective I didn't have before. Every engagement teaches me something. The day I stop learning is the day I stop being useful to the people I work with.
What I bring to every engagement is the accumulated experience of nearly 20 years across industries, markets and business types — combined with the curiosity to keep asking better questions and the discipline to let the data do the talking.
To ensure every strategy I design is properly implemented — whether that's a website build, technical SEO, tracking configuration or paid media — I work with a trusted specialist technical team. This means you get senior strategic thinking and client relationship management from me, with the technical resource to execute it at scale. No corners cut, no compromising on delivery quality.
If you've read this far, we're probably a good fit.
Let's have an informal conversation about what you're working on and how I might be able to help.
Common questions.
Background, credentials, and how the practice actually works.
A senior digital consultant with nearly twenty years of experience across analytics, ecommerce performance and digital delivery, at Unilever, Philip Morris International, GlaxoSmithKline, SharkNinja and River Island among others. JS Digital IQ is the independent practice built on that background.
An MBA in International Business, an MSc in Management Information Systems, a Master of Commerce, and Lean Six Sigma Green Belt certification. The Lean Sigma discipline shapes how engagements are structured just as much as the digital experience shapes what gets recommended.
Alone, deliberately. Specialists are brought in for defined pieces of delivery work when a project genuinely needs them, but strategy, analysis and client contact always stay with me. You are never handed over to somebody you have not met.
Because the gap is considerably larger there. Enterprise teams already have analytics capability and specialists; most growing businesses have neither, so the same techniques produce disproportionate results when applied to a business that has never had access to them.
More than ten, including consumer goods, pharmaceuticals and healthcare, fashion retail, financial services, hospitality and tobacco. Sector matters far less than whether a business has customers behaving in measurable ways, which almost every business genuinely does have somewhere in its data.
