Abs Owdud

Hi, I’m Abs – a human-centred insight leader who’s spent the last 15+ years turning chaotic data environments into places where people can actually breathe. I build insight functions, semantic layers, KPI frameworks and teams… but I promise I’m more fun at parties than that sentence suggests. I’ve been lucky enough to go through advertising, agency life, software, healthcare and social care – basically a career buffet that taught me how to make sense of complicated situations. When you’ve worked everywhere from creative studios to clinical workflows, creating clarity feels a lot like threading a needle… on a rollercoaster… during a fire drill. Weirdly, that’s where I do my best work. I love insight, but I love people even more. Data doesn’t change organisations – humans do. I do believe deeply in communication. A good analogy, delivered at the right moment, can land a message better than 20 dashboards and a 40-slide deck. If I can explain a metric using cooking, football, or a malfunct