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Martin serves eBusiness & Channel Strategy Professionals. He leads the development of Forrester's digital business transformation playbook, which focuses on how firms must rethink their business strategies to compete in the digital age.
Martin covers digital and eBusiness maturity. His research focuses on how firms can adopt organizational structures, processes, sourcing strategies, and metrics that help them embed digital tools and capabilities throughout their organizations to become both more customer-centric, agile, and innovative in how they embrace change. He is based in the UK but covers global trends.
Martin's background spans both business and IT roles. He joined Forrester from the retail industry, having worked at Boots, a major European health and beauty retailer, for a number of years. His role there was to establish and develop a business-aligned enterprise architecture function, delivering transformational strategies for a number of key retail areas, including boots.com, the Advantage Card loyalty scheme, and the retail and pharmacy store systems. Prior to that, he worked in a variety of roles at Egg.com, Europe's largest pure-play digital bank, ranging from mergers and acquisitions to new product development for both Egg and PruDirect.
Martin holds a first degree in manufacturing engineering and operations management from Nottingham University and a Master of Philosophy from Newcastle University by research covering the simulation of commercial systems.