Who we are

Susan is one of the world’s leading experts in customer segmentation, and customer centric strategy and was part of the team that developed and launched the highly acclaimed Tesco Clubcard loyalty programme at dunnhumby (now a Tesco subsidiary).

She founded dunnhumby’s analytics department and worked closely with Tesco to develop world-renowned retail analytics solutions such as Tesco Lifestyles behavioural segmentation (you are what you eat), launch Tesco.com and Tesco Personal Finance as well as dunnhumby shop, which provides Tesco customer insight to CPG suppliers.

In 2002 Susan set up the insight division of Chemistry Communications PLC before founding the consultancy business 5one in 2002. At 5one, Susan was the customer strategy director and developed retail strategies for clients such as BP Retail (EU), Pick n’Pay (SA), The Co-operative (UK), Boots (UK), Edgars (SA), Galeries Lafayette (FR) and Game (UK). In 2007 5one joined the French marketing and financial group LaSer. In 2010, Susan left to start Zinc.

Stephen’s background in customer strategy has been gained through both working in industry - Unilever and Coca-Cola - as well as eight years in management consulting gained with the likes of Capgemini and Molten.

Stephen’s role with Zinc is focused on helping clients realise the commercial gains from customer centred planning. His expertise lie in making the customer proposition live right through the organisation. This includes process design, functional alignment and implementing the customer strategy.

Stephen has worked across the retail, consumer goods and financial services sectors to deliver world leading solutions in category management, customer experience and channel partnership.

Nina started her career in management consultancy. In 1996, her interest in retail led her to dunnhumby where she worked as part of the groundbreaking team that integrated customer insight into the heart of Tesco’s business.

In 2000 Nina co-founded Myla, an international luxury lingerie brand. As joint CEO, she built Myla from concept to a multi-million pound, multi-channelled retailer with stand-alone stores, department store concessions, an e-commerce website and mail order business.

In 2007, Nina joined 5one as Client Services Director and worked with retailers to drive their business performance through a better understanding of their customers’ needs, motivations and behaviours. She managed a range of strategic initiatives with international blue chip retailers including Sonae, AS Watson, Selfridges, Ocado and Woolworths South Africa.

In 2010, Nina co-founded Zinc.

Stephen began his working life as a software developer working in Whitehall, developing forecasting models for the government statistical service while also pursuing a career as a musician.

When the Word Wide Web exploded onto the scene in the 1990s, Stephen moved into the private sector in order to use his technical skills to develop web sites, working a diverse range of clients from Sony to the Department of the Environment - for whom he developed a bespoke search engine. After working for several new media and publishing businesses he rose to the level of technical director, before helping to launch The Interactive Agency (a full service marketing business, latterly Chemistry PLC).

After the first dot com bubble burst, Stephen wanted to put the skills in technology, analytics and marketing together, and so with four colleagues he founded 5one, where he remained as Group CEO until 2010. During this time, 5one developed from a small UK start-up to an international consultancy with offices in London, Cape Town, Paris and New York. Stephen has more than 20 years' experience in data analysis and information systems design, specialising in analytical platforms and marketing technologies.