Imran is an insights and analytics leader with more than fifteen years across data analytics, insight solutions, business strategy and B2C sales in Asia-Pacific and the Middle East. He has worked with Mars Snacking (formerly Kellanova), BCG, Mondelēz and Kantar. He currently leads Insights & Analytics for Mars Snacking's AMEA snacks business, using data to shape strategic and operational decisions and lift business performance. He is a recognised voice on how AI spreads through B2C businesses. He has been building AI into commercial decisions since 2023 and holds every use case to one test: does it beat the method it replaces? Two of his papers have won industry awards, including Best Presented Paper at ESOMAR APAC 2024. He has spoken at more than 25 industry forums.