People

Gemma Cass is a Managing Director with Teneo’s Strategy & Communications business, based in London.

Gemma specialises in strategy and insight projects, with experience working for a wide range of corporate, consumer and public sector clients. She has over twelve years of experience using evidence and insight to shape the development of reputation, brand and communications strategies.

Gemma has worked on positioning and narrative development for clients across technology, energy, finance and retail/FMCG, including advising a number of organizations on their sustainability positioning. Gemma has extensive experience of leading research projects, and conducting qualitative and quantitative research with consumer and stakeholder audiences. Recently she has worked with an EdTech company to develop a brand strategy grounded in audience insight, and conducted a randomised controlled trial with consumers to inform a major retailer’s trust strategy.

Prior to joining Teneo in 2018, Gemma was a Director at Kantar in the UK and Singapore where she led complex mixed-method research to inform and evaluate flagship government behaviour change campaigns and customer insight work for public sector and corporate clients.