Strategy Director

Andy Wiseman

About Andrew

Andrew has over 25 years’ experience in data analytics and insight, and is responsible for Mustard’s client and proposition strategy

He is a data evangelist who likes nothing better than to join the dots from disparate sources to create stronger insights. A keen storyteller, he is a firm believer in uncovering the useful, as well as the interesting, for clients.

Previously MD at ICM Unlimited, he has also held senior level positions with KMPG Nunwood and Nielsen, and has worked extensively in industries including Technology, retail, FMCG and financial services.

Currently loving

  • • Healthy, homemade soup • The Jon Dadi Bodvarsson chat (caution: niche interests!)
  • • ChatGPT (when it’s not at capacity)


Currently sick of

  • • Manchester paving slab Russian Roulette • REALLY inconvenient roadworks • Having to wear reading glasses

Articles by Andy

I’m sorry but… it’s just f***ing rude
The Totally Tropical Waste: The Sad Demise of Lilt
The unlikely link between Expected Goals (xG) and research