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Head of Research & Insight, Goodform

Alexandra is Head of Research & Insight at Goodform, the UK’s leading sports CRM and marketing agency, where she manages a team of six and has overall responsibility for the delivery of research, insight and CRM services. She regularly designs and delivers large-scale insight projects for high profile clients including the EFL, Rugby World Cup 2015, the LTA and Premiership Rugby, and sits on the company’s senior management team. She is a keen tennis player and runner, and her interest in sports policy and development led her to co-found Sporting Speak, a blog focusing on these topics, in 2013.

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