New Analytics Director for The Forge

London and Amsterdam-based strategy consultancy The Forge has appointed Angelica Quintero-Serrano as a Director in its analytics practice.

Founded in 2013 by Simon Garnett, Steven Melford, Karl Miley and Ben Glassock, The Forge combines consumer insight and commercial expertise to develop customer-driven business strategies.

Quintero-Serrano (pictured) worked previously for three and a half years as a Research Director at healthy relationships platform Bumble Inc. and before that as Head of Data Analytics at Truth Consulting, where she spent nearly six years. Earlier in her career she worked at Quadrangle, GfK, and in two spells in environmental research and consultancy roles at universities in Colombia.

At The Forge, Quintero-Serrano will be responsible for developing new specialisms in the data and analytics practice, including choice modelling and pricing, and will also play a role in client support. Company co-founder Karl Miley states: 'We are delighted that Angelica is joining the team, her twenty years' experience developing statistical models will be a huge asset to our clients looking for rigorous, data-led, decision-support on their growth strategies. And her deep experience working in both consulting and tech is incredibly valuable to helping us land actionable strategies in fast-moving organisations'.

Web site: www.theforge-uk.com .