Karen Birchall is an accomplished executive with vast experience in business intelligence, customer experience, market research, and insight activation. She is a former Head of Business Intelligence - Commercial Performance at Virgin Media, where she was responsible for driving data-driven decisions across the business. Before joining Virgin Media, Karen held several high-profile roles at O2 UK, including Head of Customer & Market Research, Business Intelligence, Head of Customer Experience, and Head of Customer & Market Insight. She started her career as a Research Manager at BT Cellnet and later moved to News UK, where she was the Director of Insight & Business Intelligence for The Sun. Karen is now the Director Insight Activation at Virgin Media, where she leads the company's efforts to turn insights into action. With her exceptional analytical skills, strategic insights, and ability to translate data into actionable results, Karen has earned a reputation as one of the top business intelligence executives in the UK.