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BrewDog’s ambitious digital journey is centred around connecting communities - balancing humans and data to elevate the hospitality experience and integrating operations and processes to simplify interactions with customers.

BrewDog’s Journey to Digital Success

BrewDog’s journey to digital success.

In this discussion, the inspirational Tom Reding, BrewDog’s Group Digital Director joins Alex James, Ascent’s Chief Technology Officer to share the company’s ‘whole-business’ approach to digital innovation, from the board to bar crews.

Discussion topics:

  • The value and role of a digital North Star in building capabilities
  • How to select KPIs above revenue and profit that guide success
  • How to embrace ‘messy’ and ‘scrappy’ to build enduring capability
  • How data helps deliver competitive real-world customer experiences

Brewdog

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BrewDog Landing Page - Video Section

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Your hosts2 Alex & Tom Reding

About your hosts.

Alex James - Host

Alex James

Chief Technical Officer - Ascent

Alex James, Ascent’s CTO has spent the last decade working with customers on developing and gearing their technology strategies to accelerate value.

Alex James is Ascent's Chief Technology Officer.

Alex James is Ascent's Chief Technology Officer.

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Tom Reding - Host

Tom Reding

Group Digital Director - BrewDog

Tom is Group Digital Director at BrewDog, overseeing the team responsible for e-commerce, digital marketing, product development and customer service for BrewDog’s international businesses. Previous roles include Head of Programming and Audience Development for Red Bull, Digital Director for European media company Studio 100, and Head of Digital Entertainment & Games for BBC Studios, the BBC’s commercial arm.

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Let's get started.

We help you create game-changing insight, deliver pivotal data projects and build strong internal analytics capability. Got a challenge in mind? We’re ready when you are.

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