Kantar

Revenue focused partnership leader, serving the Qualtrics relationship globally for Kantar.

Kantar is focused on empowering brands to deliver sustainable growth.  We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar’s 30,000 people help clients understand people and inspire growth. We are committed to helping our clients unlock powerful insights through our verified audiences, intuitive self-serve dashboards and expert consulting - in over 70 countries.

Global Partnership Leader - Qualtrics @ Kantar

InMoment

Regional Sales Director & Team Leader  

✔ Regional Sales Leader of the Year 2021
✔ Consistently ranked in top 3 of sales team in Europe  
✔ Promoted to Player/Coach in 2022  
✔ Enterprise sales into £1b+ companies across industries such as Food Services, Pharma, Oil & Gas, Financial Services  
✔ Development & execution of Territory plans, collaborating on outbound motions with AE & BDR teams 

Contributor to InMoment Culture  
✔ Women of InMoment committee member
✔ Collaborator on Internal process improvement initiatives  
✔ LinkedIn content generator

MaritzCX 
Sales Executive EMEA 

✔ Became part of the EMEA Sales Team at MaritzCX via Allegiance merger
✔ Won foundational enterprise accounts for the business (Natwest, Aegon, Allianz UK, IAG, British Airways, TAP Airlines) 
✔ Consistently met (+/- 10%) and/or exceeded quota 
✔ Overcame personal adversity to increase sales output by 85% in one year  
✔ Partnered with Top Tier Consulting Firm & generated over in £2.8m ARR +NRR revenue in two years

Regional Sales Director, EMEA

MaritzCX

Partner Sales Exec 
Joined Allegiance [Utah based SaaS CX/CEM provider] as Partner Sales Exec, to open up the EMEA region with key partner Maritz Research. Within a Year, Allegiance & Maritz Research had merged to form a new entity, MaritzCX.
 
✔ Led all SaaS sales efforts in EMEA region, prospecting to close 
✔ Generated over £1.6m ARR new logo sales in Year 1
✔ Developed Sales + services sales motion from scratch, needed to take market researchers on a journey, overcome stigma around SaaS sales, educate & collaborate for better customer outcomes

Senior Sales Executive

Satmetrix Systems

Sales Account Executive (New logo)

After being recognised as a top performing Customer Success Director,  Satmetrix leadership invited me to help them rapidly deliver a new GTM Sales Strategy which concentrated on SME. This GTM opened up a brand new revenue stream for Satmetrix, which grew to a $3.5m ARR business in 2 years. 

I transitioned into Sales and found that my desire to solve business problems coupled with my CSAT/Customer Loyalty background + in-depth knowledge of NPS, meant I could speak to clients in their language, and achieve exceptional results without a hard sell approach. 

✔ Collaborative individual contributor selling NPS/CX focussed SaaS Tech (+ Services) to new logo clients.  
✔ Responsible for qualifying inbound leads, discovery, conducting demos, costing & proposals, & contracting to close.  
✔ Sold into B2B Pharmaceuticals, Medical Devices, B2B Software, Telco, Business Services, Online Retailing, Banking.
✔ Worked with WW head of Sales to refine GTM offering (e.g. productised & reduced size of consulting engagement to reduce time to market)

Sales Executive (Individual Contributor)

Customer Success Director (Install Base)
     
My role at Satmetrix was Customer Success Director , responsible for client retention and growth (ARR + NRR). I was employee #24 in EMEA, and became an integral part of the team that launched NPS across Europe. 

✔ Responsible for Client Satisfaction & Loyalty for Key Global Accounts. Retention of £3m ARR book of business 
✔ Delivered 18% average annual growth from existing client base (combination of software and services) 
✔ Managed 50% of all Accounts in EMEA, mostly for global enterprise Clients across multiple countries, markets and languages (e.g. Atlas Copco, ING, Aviva). These programmes were foundational in terms of setting up the playbook for global enterprise VOC programmes at Satmetrix (and at Medallia).    
✔ Collaborated internally with Sales, Implementation, Consulting, and Education colleagues to ensure on time and on budget delivery of Statement of Work, Escalation point for customer issues 
✔ Developed deep understanding of industries such as B2B Software, Food Services, B2B + B2C Telco, B2B Manufacturing & Financial Services
✔  Contributor to attendance of clients to annual Net Promoter Conference

Key Account Manager EMEA

BMRB

BMRB - Senior Associate Director 
Stakeholder Loyalty Division, Walker Information Global Network Partner  
8 Years in Role 
At BMRB I carved out a reputation for hands-on application of research data — making it understandable and relatable and feedback valuable market research insights to achieve account account renewal. 

✔ Led all Proposal & Pitch work for new & existing clients for the Stakeholder Loyalty Division, reporting into Divisional Head. Including research methodology 
✔  Specialized in Customer & Employee Satisfaction & Loyalty Market Research Programmes, delivered including Quality Audits, Paper, Web & CATI Interviews
✔  Worked with Divisional Head to develop partner relationship with Walker Information Global Network (WIGN) including contributing to WIGN Network Annual Summits (Partner conference) 
✔ Managed a global Customer & Employee Loyalty Programme for Compass Group (seconded to Client for 12 months) across 4 Brands in 35 markets. Reporting to Group Head of HR in Chertsey, UK.  
✔ Line management responsibilities for 5 junior market research execs including coaching & skill building 
✔ Assigned to a number of important Clients based on my ability to build a strong ecosystem of collaborators (Forte Hotels, SouthWest Trains, Compass Group)
✔ Leveraged interpersonal skills to get the best from the wider Team (e.g. personally briefed CATI interviewers to achieve a better standard of research data)

Senior Associate Director - CX & EX 

Compass Group UK & Ireland

Managed global guest and employee satisfaction programme, under Group HR

Global Guest and Employee Experience Programme Director (Maternity) 

Wallis Consulting Group

Market Research Assistant

Reark Research

Operations Co-Ordinator

Melanie is the Global Partnership Leader at Kantar responsible for the Qualtrics relationship. She is a revenue focussed partnership leader who believes in trust, collaboration and winning together.  

In her previous role, she was an award-winning SaaS CX Sales Director, a mentor for Customer Experience leaders, and an advocate for women working in CX.

As an energetic & values based leader, Mel is known for her commitment to raising up the CX community. 

She has been the first Sales Rep on the ground, responsible for delivering rapid revenue growth for several organizations — honing her talent for building a strong ecosystem of collaborators.  

✔ Her 10 year SaaS CX sales career has seen the generation of millions of pounds in revenue, with multi-figure deals closed with global enterprise accounts. She consistently delivers or over delivers on quota attainment goals.

✔ Her leadership style centers on holding a clear vision that others will follow, and on building strong engagement by nurturing strategic relationships.

✔ Creative and collaborative in her approach, Mel’s career began in market research — followed by Key Account Management, and a transition into 10 years in SaaS sales, specializing in global CX/NPS/VoC Programmes. 

✔She credits her time in market research with her deep understanding of customer behavior, and her ability to turn research into insight-driven action.

✔Part of the team that brought Net Promoter System (NPS) to Europe, Mel shares her expertise and perspective on CX sales through mentoring — coaching leadership execs including VPs of Customer Success, and Heads of CX. 

✔ A proud Women in CX (WiCX) member, Mel works towards elevating the women who work in CX — mentoring women in senior software positions, and lifting up voices that are vital to the industry’s success.

Melanie Wright

Nationwide Building Society  didn’t stop at measuring experiences—they built a CX system that transforms insight into action. By embedding real-time feedback into decision-making, they empowered teams to close the loop and deliver meaningful improvements where it matters most.

Join Nationwide Building Society, Medallia and Kantar as we unpack the strategy behind this transformation—and what it means for the future of customer experience.

A Modern Mutual: The Nationwide CX Success Formula
🗓️ 20 November | 🕒 3PM – 4PM GMT

Register Now: https://lnkd.in/ewCDFPME

Global Alliances; Qualtrics, Medallia | CX LT | Twin Mum

Raising the bar on customer experience.

Thrilled to share that Hyundai Motor Company, Jet2.com and Jet2holidays.com, and Nationwide Building Society have been shortlisted at the Institute of Customer Service Awards:

- Hyundai UK — Best Application of Technology 
- Jet2 — Best Customer Experience 
- Nationwide — Best Customer Feedback Strategy 

These nominations aren’t just recognition—they’re proof that CX programmes, with rigorous feedback loops, and brave execution, unlock outcomes that matter for our clients. 

Made by Kantar, powered by our incredible partners Qualtrics & Medallia

Amy Cashman Gareth Rees Chloe Woolger Sarah Ackling Chris Robinson Carla Stocks Ewa Davenport

#CXROI #Customerexperience #growth #cximpact

Every interaction – from your app experience to your call centre – shapes how customers feel about your brand.  

Yet, many organisations still invest disproportionately in advertising while overlooking the everyday experiences that truly define loyalty and growth. In today’s experience economy, the question isn’t just “Are customers satisfied?” but “Do they see us as meaningfully different?” 

Read the full article to explore why experience is the new battleground for brand growth: https://lnkd.in/etnSbs5n

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In the latest Insightful Connections podcast, Nithi Kumar from Kantar joins QualRecruit’s Sebastian Murdoch-Gibson to explore why high NPS scores don’t always lead to market success.

He shares why brands that only measure satisfaction risk losing to challengers who disrupt expectations—and how Kantar’s Meaningfully Different Experiences (MDX) methodology helps businesses put the heart back into growth.

Check out the conversation here: https://lnkd.in/eBgXX3Fk

✨ When qual meets quant — now available on demand

	🔍 Kantar experts Tara Prabhakar, Louisa Croudace and Sirius Wang were joined by speakers from Dove and The HEINEKEN Company to explore how bringing qual and quant together in real time is transforming how brands make faster, smarter decisions.

	🚀 Designed for marketers and insights leaders, the session shared practical examples and fresh thinking from some of the world’s most recognisable brands—offering inspiration you can take straight back to your business.

	📊 You’ll also get an inside look at Kantar Live—a powerful new way to connect directly with consumers in a live, expertly moderated session. It blends qual and quant in real time, supported by AI-powered analysis, live voting and dynamic interaction, giving you a clear view of what consumers think, feel and do.

Watch the replay on demand now 👉 https://lnkd.in/et8Ckpxt

Ready to stop reporting and start leading? Get the essential guide for marketers who want to move minds and markets.

Download your complimentary copy: https://lnkd.in/eGUbrxgu

Dirk Sperrfechter

Senior Global Business Development Director

Director Business Development & Key Account Management

Kantar TNS

Senior Director & Head of Qualitative Research Centre

Director

NFO Research Inc

Senior Consultant

Infratest Burke SL

Consultant

Throughout my career, I have thrived in insights, strategy, and consulting roles across a diverse range of industries, with a special passion for Retail & Ecommerce. My journey has exposed me to various approaches and methodologies, allowing me to gain extensive expertise and experience in market research, insights, and consulting. I am also deeply committed to building a strong network and community, both on and off LinkedIn.

I am often described as an enthusiastic, energetic, and motivational senior sales executive and team player with excellent network development skills, customer obsession, and expertise in negotiating contracts. Many people regard me as an inspirational and effective leader with strong organizational and communication skills. I take pride in my ability to coach and develop others with multicultural sensitivity, ensuring overall success (please see my recommendation section on LinkedIn).

I am also passionate about pushing my mental and physical boundaries and am a proud three-time Ironman finisher (2016, 2019, and 2024). Completing an Ironman and solving business challenges share many similarities - they both require dedication, focus, perseverance, and a lot of positive energy. I am always happy to share my experiences and insights.

Worked in insights based marketing consultancy and experience management for more than 20 years covering a wide range of industries. Co-leading the Global Kantar Programme “Mobility Futures” 
An energetic and motivational global senior executive and sales manager experienced in the development of local and global customers as well as international markets, with a proven track record of developing/managing international key accounts and leading robust, profitable client relationships at senior level, identifying business opportunities, as well as holding P&L and general management responsibilities.
An inspirational and effective leader with strong organizational and communication skills, able to coach and develop others with multicultural sensitivity, to ensure overall success. An enthusiastic global team-player with excellent network development skills, customer obsessed and experienced in negotiating contracts internationally as well as leading high value products and services projects for local/global customers and 3rd parties. Has a creative and innovative imagination and flexibility in finding practical solutions to key business issues and assisting in implementation of necessary changes together with a sensitivity of commercial issues.

On my way back from two inspiring days at the AMC Assekuranz Marketing Circle Congress in Düsseldorf.


It was a fantastic opportunity to connect with industry peers, share knowledge and explore the latest trends in our field.

Thank you to Jens Köhler for the great company and the insightful conversations we had throughout the event.

A big thank you again to the AMC team for the great event – we look forward to the next event!

Weltklasse-Präsentation zum #elinsurico heute beim AMC Assekuranz Marketing Circle in Düsseldorf!

Meistertrainerin Jasmin Gilly und Joachim Zech präsentierten auf absolutem Champions-League-Niveau alles zum legendären Klassiker die Bayerische vs. Versicherungskammer Bayern - so geht Marketing! 
Und alles hat hier auf LinkedIn angefangen 😉… siehe Link in den Kommentaren.

Vielen Dank an die Bayerische und die Versicherungskammer Bayern für dieses fantastische Projekt und an Stefan Raake, Leon Kersten, Dr. Frank Kersten und alle anderen Beteiligten für die Einladung Jens Köhler/Kantar 🙏!

Last chance – tomorrow is the day! 


I can promise you with complete confidence that this will be a very interesting masterclass! Please see comments section for registration details.

Day one at AMC Assekuranz Marketing Circle today in Düsseldorf - very excited about what’s to come !

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The Battle

Melanie Wright

Dirk Sperrfechter

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The Battle

Melanie Wright

Dirk Sperrfechter

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Melanie Wright's LinkedIn Performance

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Performance ScoreMelanie Wright's LinkedIn Performance