it is not the strongest of the species that survives. It is the one that best adapts to a changing environment.
Organizations today are experiencing unprecedented change. Digital technology is disrupting entire business models, and customer expectations are constantly evolving. An organization’s ability to harness and activate data and AI will increasingly determine who succeeds.
We are an analytics and performance marketing consultancy that specializes in delivering exceptional growth for smart, ambitious organizations. We harness data insights, artificial intelligence, and automation to make smarter decisions, drive more targeted and effective communication, enhance customer experiences, and deliver ambitious growth.
A seasoned team of strategic consultants, Analysts and product specialists, experts in data, technology, and media activation.
We specialize in data consulting, business intelligence and performance marketing consulting and services. That's it.
With better digital and data intelligence, our clients outperform their competitors. Some of the world’s leading brands gain a competitive advantage through our data-driven approach.
With over 15 years of experience in analytics and technology, Brian founded Adaptive & Co to help organizations harness the power of data‑driven decision‑making. He specializes in developing comprehensive data strategies and activation programs, providing end‑to‑end expertise across the data and marketing lifecycle. Brian is adept at extracting actionable customer insights from complex datasets and transforming raw data into strategic advantages that drive meaningful business growth.
Snigdha delivers high‑quality analytics solutions with meticulous attention to detail, ensuring client requirements are addressed efficiently and effectively. She prioritizes clear communication and continuous improvement, enhancing overall client experience and satisfaction. Her analytical mindset and commitment to excellence make her a trusted partner in developing data‑driven solutions that generate meaningful business impact.
Rafeeqah brings 17 years of experience in measurement and solution design, with a core focus on building durable data foundations that organizations can trust. She specializes in privacy‑compliant data governance frameworks that ensure data is consented, trusted, and aligned with evolving regulatory requirements. Her work enables clients to maximise the value of their measurement, reporting, and data activation initiatives through robust, scalable architectures.
With over 12 years of digital marketing experience, Camila specializes in data‑driven strategies built on Google Analytics, Google Tag Manager, Looker, and BigQuery. Fully certified across Google’s measurement ecosystem, she brings deep expertise in analytics implementation and optimization. Camila works closely with clients to design and execute customised data strategies that improve business performance and elevate marketing effectiveness.
Aylen brings a strategic and technical focus to the analytics landscape, bridging the gap between complex raw data and actionable business insights. She specializes in architecting clean, scalable measurement strategies across digital assets, with a core focus on Google Analytics 4 (GA4) and Google Tag Manager (GTM). Aylen excels at designing robust frameworks that ensure every tracking point is purposeful, precise, and perfectly aligned with long-term business goals. By providing clients with a reliable data foundation, she helps brands move beyond simple data coll
Certified across Google’s analytics and privacy ecosystem, Kayla combines deep technical expertise with a strong commitment to data‑driven solutions. She partners with clients to define and implement comprehensive measurement and data strategies that optimise both business and marketing performance. Her analytical mindset, attention to detail, and dedication to continuous learning enable her to deliver innovative solutions that drive sustainable, long‑term growth.
Jan brings two years of project management experience focused on maintaining clear communication and aligned expectations between clients and internal teams. Highly driven to learn and improve, he contributes strategic planning and implementation expertise to every engagement. Jan specializes in designing and executing strategies that increase operational effectiveness and deliver superior client outcomes.
Nikita brings seven years of digital marketing experience with a strong focus on effective account management, client satisfaction, and successful campaign delivery. She excels at understanding the broader strategic context for each client while embracing the collaboration required for digital marketing success. Her strategic perspective and relationship management skills ensure clients achieve their marketing objectives through well‑orchestrated, data‑driven campaigns.
Candice brings over eight years of experience in digital marketing, specialising in global project and campaign management. She excels at turning complex operational challenges into streamlined execution, ensuring every deliverable is strategically grounded, business‑aligned, and client‑ready. With a strong focus on agile and lean methodologies, Candice leverages clear communication and structured, strategic thinking to drive efficiency, deliver consistent results, and support long‑term business growth.
With over eight years of digital marketing experience, Faranaaz specializes in performance marketing for eCommerce and lead generation clients. She brings deep expertise across Google Ads, Microsoft Ads, Meta, TikTok, and LinkedIn, underpinned by advanced proficiency in Google Analytics. Fully certified across multiple Google advertising platforms, Faranaaz designs strategic digital campaigns that deliver measurable results and drive sustained client success.
With over 11 years of experience, Esti develops comprehensive paid media strategies aligned to specific business objectives across Google Ads, Bing Ads, and leading social platforms. She excels in dynamic, data‑driven environments that emphasise continuous optimization. Esti’s performance marketing expertise delivers measurable outcomes that drive client success and sustainable growth.
Orlin brings over 10 years of experience in the digital, specialising in media activation and markTech. He excels at connecting paid media investment to measurable business outcomes through robust Google Marketing Platform expertise, ensuring every strategy is data-driven, scalable, and client-ready. Orlin leverages his deep platform knowledge and certs in digital psychology and behavioural design to deliver performance-led solutions that drive sustained client growth.
Amit brings over six years of specialised experience in technical analytics engineering. He focuses on advanced data tracking implementation and marketing performance optimization, leveraging tools such as Google Tag Manager and Google Analytics. Amit transforms raw data into meaningful insight through precise tracking solutions, ensuring every client campaign is underpinned by accurate, actionable data for smarter decision‑making.
Ismaeel brings over 12 years of experience in data architecture and business intelligence engineering. He specializes in designing reliable, scalable data warehouse solutions and ETL processes, primarily on Google Cloud Platform. Ismaeel implements robust data governance frameworks that translate complex data structures into clear, dependable reporting pipelines, enabling real‑time, performance‑driven client strategies.
Oleksii brings five years of specialised SEO experience, helping clients grow organic traffic while identifying and resolving technical issues before they affect performance. His blend of technical expertise and marketing insight supports the development of comprehensive SEO strategies that drive revenue growth. Oleksii excels at multitasking, quickly assimilating new information, and providing strategic support across multiple client initiatives.
With nine years of experience, Chandrakant specializes in data tracking and analytics process optimization using Google Tag Manager and Google Analytics. He ensures accurate, efficient data collection and delivers insights that enable confident, data‑driven decision‑making. Chandrakant takes particular satisfaction in seeing the tangible impact of these decisions on client success and business growth.
Sandeep is a self‑motivated professional with over nine years of experience across analytics, software engineering, and development. As a Senior Analytics Engineer, he manages multiple analytics projects across diverse time zones and drives impactful business decisions through data‑driven insight. With hands‑on expertise in Adobe Analytics, Google Analytics, Firebase, Tealium, and Segment, Sandeep successfully delivers complex, cross‑functional projects that generate meaningful business results.
Charu has seven years of experience working with clients across eCommerce, media and entertainment, telecommunications, and other sectors. She produces comprehensive documentation—including solution design references, measurement plans, technical specifications, and testing artifacts - to ensure implementations are completed smoothly and accurately. Charu’s favourite aspect of working at Adaptive & Co is the opportunity to continuously learn and develop new skills, which she finds both fulfilling and energising.
Mahewash is a data science and machine learning specialist with a Master’s degree in Data Analytics. She partners with cross‑functional teams to design, develop, and operationalize advanced analytics solutions for predictive modelling and data activation. Her expertise spans propensity modelling, predictive analytics, and marketing mix modelling, enabling clients to harness artificial intelligence for sustained competitive advantage.
Yusuf brings deep expertise across the full analytics lifecycle, transforming complex digital marketing data into clear, statistically validated strategies. He specializes in funnel analysis and experimentation, leveraging BigQuery and GA4 to uncover granular, event‑based insights. Yusuf employs custom statistical protocols to ensure every recommendation is actionable and directly tied to ROI and measurable business growth.
Anna brings 18 years of media agency experience and seven years of finance expertise to her leadership role at Adaptive & Co. She oversees business operations and internal systems optimization, ensuring the organization continues to mature and scale effectively. Anna is passionate about fostering strong collaboration between teams and clients, creating an environment in which ambitious goals are consistently achieved through disciplined strategic planning and exceptional service delivery.
