As the Head of Data Science for Northern Europe (UKI & Nordics) I am responsible for driving the strategic direction and providing thought leadership to businesses on the effective utilisation of AI, including Generative AI, Trustworthy AI, Machine Learning, Deep Learning, and Natural Language Understanding.

My work involves translating complex business challenges into actionable business strategies, ensuring that our clients can derive the maximum value from data science. Additionally, I am tasked with managing communication between different stakeholders, including C-suite executives, IT specialists, and other business professionals, to ensure that our data science initiatives are aligned with the broader business objectives.

Head of Data Science, Northern Europe

Leading a diverse team of highly skilled multidisciplinary data scientists across all verticals. Providing thought leadership and strategic direction for businesses on the practical applications of Machine Learning / Deep Learning / Natural Language Understanding.

Head of Data Science, UKI

As a Principal Data Scientist in the Data Science and innovation team at SAS I provide specialist analytical knowledge in the application and implementation of advanced machine learning algorithms.

This analytical knowledge helps me to work with our clients to successfully provide value-based solutions and develop strategies and goals for their successful deployment. I also demonstrate SAS and its' solutions to clients and at public events as well as conducting Proof of Concepts.

Key aspects of role:

• Driving data science best practice and providing thought leadership
• Providing extensive domain expertise in the technology area of data science 
• Undertaking both pre-sales and consulting data science projects
• Using data science as a differentiator to win and increase the value of software solutions
• Developing Intellectual property in data science for SAS UK & I

Principal Data Scientist

University of Southampton

Teaching the Marketing Data Science module to MSc Marketing Analytics students at the Southampton Business School.

2020 - pres. - MANG6260 - Marketing Data Science
2018 - 2020 - MANG6471 - Using Big Data for Consultancy

Adjunct Professor of Marketing Data Science

Lloyds Banking Group

As part of my role in the Risk team at LBG I was involved in applying technical analytical methods to support the development of LBG's regulatory models (including Basel PD, LGD and EAD models). I also assisted in the scoping, validation and monitoring of the risk models and provided technical leadership to junior analysts. 

My key responsibilities included taking the lead on critical business testing for the Loans portfolio models. I also developed and presented material on Basel compliancy to new starters at the company.

Senior Risk Analyst

University of Southampton Business School

Throughout the duration of my doctoral research I taught modules in Stats and programming to MSc students studying Marketing Analytics, Operational Research and Finance at the University of Southampton.

Researcher and Lecturer

UK Export Finance

As part of my Operational Research MSc at the London School of Economics I undertook a research internship at the Export Credits Guarantee Department (ECGD) now UK Export Finance. The project involved researching statistical software packages that could be implemented for data analysis within the department.

Research Internship

Dr. Iain Brown is the Head of Data Science for Northern Europe and Adjunct Professor of Marketing Data Science at University of Southampton. For over a decade he has worked across a variety of sectors, providing thought leadership on the topics of Risk, Marketing, AI and Machine Learning. 

During his career he has been involved in delivering numerous projects, and driving innovation in the fields of AI and the corresponding fields of machine learning, deep learning and natural language understanding. 

As an experienced public speaker and published author he has presented at internationally renowned conferences and has papers published in the European Journal of Operational Research, International Journal of Forecasting and the Journal of Expert Systems with Applications on the aforementioned areas of expertise.

Opinions are my own.

I’m #hiring. Know anyone who might be interested?

🚀 Kickstart Your Data Science Career with SAS! 🌍

We’re hiring Data Science Interns for our CareerStart@SAS Program in UK!

Join our Customer-Facing Data Science Team to work on real-world projects, design AI-driven solutions, analyze data, and help our customers unlock insights.

📍 Location: On-site, 3 days/week.
📅 Dates: April 1 – September 30, 2026

What you’ll gain:
✔️ Hands-on experience.
✔️ Free SAS training & certification.
✔️ Mentorship from industry leaders.
🎓 Ideal for students in Math, Data Science, CS, Engineering, or Business Analytics, with skills in Python, R, SQL, and a passion for AI.

💡 Diversity welcomed. Innovation celebrated.

👉 Apply now! #DataScience #AI #Internship

Iain Brown Ph.D.

Dr. Iain Brown (Twitter: @IainLJBrown) is the Head of Data Science for SAS UK&I and Adjunct Professor of Marketing Analytics at University of Southampton. For over a decade he has worked across a variety of sectors, providing thought leadership on the topics of Risk, AI and Machine Learning. 

During his career he has been involved in delivering numerous projects, and driving innovation in the fields of AI and the corresponding fields of machine learning, deep learning and natural language understanding. 

As an experienced public speaker and published author he has presented at internationally renowned conferences and has papers published in the European Journal of Operational Research, International Journal of Forecasting and the Journal of Expert Systems with Applications on the aforementioned areas of expertise.

Opinions are my own.

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