Dr Serena Campbell

Dr Serena Campbell is a Manager at PwC, specialising in global data-driven transformation programmes across financial services and consumer markets. She holds a PhD in Physics and was recognised as a TechWomen100 Award winner for her contributions to technology and innovation. Serena helps organisations deploy advanced data and network analytics to improve decision making, strengthen risk management and uncover hidden relationships across complex datasets. She works at the intersection of business and technology, bringing together multidisciplinary teams and translating complex technical concepts into practical business outcomes. Passionate about the human side of technology, Serena believes that successful data transformation depends as much on culture, collaboration and trust as it does on technology. She enjoys sharing practical insights on data, AI and leadership, and is a strong advocate for increasing diversity across the technology sector.