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Robin MacKenzie

Principal Analyst, Marketing Executive Services

Robin is an experienced professional with more than 25 years of experience working across marketing, sales and communications. He joined Forrester’s SiriusDecisions team in 2019, with a focus on supporting marketing leaders in every aspect of their roles. He has specific experience in strategy formulation, driving large-scale transformation initiatives, marketing planning and execution, brand and communications, organization design, and customer retention.

Prior to joining Forrester, Robin spent the last 15 years dedicated to the B2B and B2G segments, with roles spanning strategy and transformation as well as marketing and sales leadership. Most recently, he was the group marketing director for De La Rue, an advanced manufacturing business focused on the security market. Before that, he drove turnarounds in the marketing and sales performance of SME-focused payments providers across EMEA. He also spent more than a decade in the B2B segments of telecommunications brands Vodafone and BT, with roles that included building a pilot inside sales program and leading the end-to-end transformation of BT’s B2B channel in the U.K.

Robin began his career in advertising before joining BT in their B2C team; after a number of years, he found his passion and natural home in B2B, which he believes to be home to the purest, most dynamic and most exciting of all marketing challenges.