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Simon Ruda

Managing Director

Simon Ruda is a behaviour change specialist. He works at the intersection of behavioural science, data analytics, strategy and communications.

Over 15 years, Simon has led consulting teams working on complex and high-profile issues in the UK, Latin America and the Middle East. He was co-founder, Senior Director and Board Member of the Behavioural Insights Team – commonly known as the ‘Nudge Unit’ – and was instrumental in converting a small group of officials in 10 Downing Street into a market-leading behavioural science consultancy of 300 employees, working in 35 countries at the highest levels of Government. He has lectured across the world on the real world application of behavioural science to public policy challenges.

Immediately prior to joining Teneo, Simon was embedded in the Metropolitan Police to provide counsel to the Commissioner and Management Board during a period of unprecedented pressure on London policing. He built an advanced analytics capability to bring to bear cutting edge data science techniques on complex operational and reputational challenges.

Simon’s early career focussed on strategy development: at the Prime Minister’s Strategy Unit; at the Foreign and Commonwealth Office developing strategies for the UK’s reputation in Pakistan, the Middle East and North Africa; and for a brand strategy consultancy working with global brands.