Dana Armstrong

Dana Armstrong is a seasoned professional who founded a consultancy in 2000 aimed at helping retailers worldwide improve their customer proposition and enhance customer experience.

With a rich background in marketing, innovation, brand development, and a unique mix of commercial and creative skills, Dana has a proven track record of success in strategic, operational, and development roles.

She has worked with renowned clients such as John Lewis, Boots, Wiggle, Pets at Home, Marks and Spencer, Sainsburys, and Hobbycraft in the UK, De Bijenkorf, Vroom, and Dreesmann and M & S Moda in Holland, Kmart, Coles, and Target in Australia, WholeFoods in the USA, Pick N Pay, and Woolworth's in South Africa.

Dana's expertise also led her to join the Board as Development Director for Boots the Chemist in the UK and Arnotts Department Store in Dublin. Prior to establishing dana armstrong consulting, she served as Development Director and a Board member at Asda Stores.

A specialist in customer experience development, Dana focuses on ensuring that propositions are tailored to offer customers the best possible experience.