Pedro is the Deputy Head of Data Planning and Analytics at Channel 4 Television. He is driving the digital audience analysis agenda at the channel by using Big Data to understand Channel 4 viewers, engage with them and create commercial opportunities. Before that Pedro was a Global Senior Insights Manager in Vodafone Group, where he was responsible for driving customer insights into the global marketing function and other Vodafone corporate teams. He previously held strategy and business intelligence positions in Telia Sonera, Vivendi Telcom, NH Hotels and GfK. He holds an MBA from Henley Management College and BA in Economics from Leeds University.