Catriona Ferris is a senior Consumer Insight leader specialising in Fast Moving Consumer Goods, with extensive experience shaping insight-led growth across global markets.
Catriona works at Unilever in the Home Care Division and has supported multiple large-scale, multi-market product launches, ensuring consumer understanding directly informs strategy, execution, and measurable business outcomes.
Across a career in consumer insight, Catriona has partnered closely with marketing, brand, and R&D teams to turn insight into action. This work has helped brands identify the strongest growth opportunities, sharpen propositions, and deliver campaigns that drive both short-term performance and long-term brand value. The focus has consistently been on connecting consumer behaviour, cultural context, and commercial effectiveness.
Catriona is deeply passionate about effective advertising: work that is not only creatively compelling, but proven to deliver results. There is a strong advocacy for rigorous measurement, clarity of objectives, and evidence-based evaluation, with the belief that the most powerful marketing demonstrates how ideas translate into real-world impact.
As a member of the 2026 Effie Awards Europe Jury, Catriona brings a pragmatic, effectiveness-first perspective—championing campaigns that clearly show how insight, strategy, and creativity combine to drive meaningful and measurable success across markets.
