Industry Experts

Our accomplished team, industry experts in their fields, deliver smart, inspiring results. They know numbers are nothing without the ability to interpret them. Their expert insight – honed from years of experience – is the essential intelligence necessary to analyse data and tailor the right research for your business needs.

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Bruce Cook

Director, Scotland

Bruce Cook joined SMG Insight in 2014.  He was previously Head of Sponsorship for The Royal Bank of Scotland Group where he worked from 2008. Bruce’s career in sport & marketing spans 25+ years and includes ProServ (professional tennis), the US Olympic Committee and the NFL Europe League. Prior to joining RBS, Bruce was General Manager of the Scottish Rocks, Scotland’s only professional basketball team.

Bruce is American, born in Philadelphia, and has lived in Scotland since 2001. He holds a degree in Marketing from the University of North Dakota and a Masters degree in Sports Management from the University of Massachusetts at Amherst. He currently serves on the Board of Directors for Commonwealth Games Scotland. He is also a Trustee for Scottish Sports Futures, a Glasgow-based charity delivering ‘Education through Sport’ programmes to disadvantaged children.

M: +44 (0) 7780 456 783

E: bruce.cook@yougov.com 

Charlie Dundas

Commercial Director

Charlie joined SMG Insight in April 2016 to develop new market opportunities as the company continues to grow internationally, as well as helping established and future clients get the most from SMG Insight’s market-leading tools and research techniques.

With over 15 years’ experience in the sports and sponsorship field, Charlie’s most recent role was as  Business Development Director at GMR Marketing, where he secured multiple new clients such as Infosys and the Longines Athina Onassis Horse Show.  Prior to that he was Managing Director at Repucom UK, where he successfully retained the agency’s largest account, The Premier League.  Charlie also spent more than 10 years with MediaCom, leading a range of sponsorship activation campaigns including Snickers, Nokia and Dell, as well as previously being responsible for perimeter advertising sales at Sports and Outdoor Media.

M: +44 (0) 77 1752 2029

E: charlie.dundas@yougov.com

Joseph Eapen

Senior Vice President, India

Joseph Eapen is the Senior Vice President of SMG Insight, heading SMG India. Mr. Eapen joined SMG Insight from Repucom where he was SVP South Asia. Prior to that, he was at Media Research Users Council (MRUC), an industry body in India, where he was CEO and responsible for the Indian Readership Survey 2010 (the largest readership study in the world).

He has 20 years’ experience in marketing research and media measurement. Prior to MRUC, he was CEO of aMap, the second largest overnight TV ratings company in the world.

T: +91 900 444 6364

E: joseph.eapen@yougov.com

Sara Eddleston

General Manager

Sara has over 20 years’ experience in the global market research industry and joined SMG Insight in October 2016 to lead the consumer insight division, maximising the benefits offered to clients through the company’s advanced range of research techniques and its unique partnership with YouGov.  In March 2018, Sara moved in to the position of General Manager. Sara’s career background includes over four years as Consumer Insight Manager within the sports sector of Sodexo, acting as sole point of contact for the UK and Ireland and working with clients including Royal Ascot, The R&A and Everton Football Club.  Sara also spent several years as Account Manager at Canadean, delivering significant sales growth across Europe for international brands such as Pepsi, Unilever, Nestle and Danone.

T: +44 (020) 7012 6164

E: sara.eddleston@yougov.com

Lance Fraenkel

Vice President, US
Head of Data Products

Lance joined SMG Insight in 2017 as Vice President for North America, working closely with Tracy Schoenadel to continue the company’s successful expansion within the region. Having previously worked for YouGov, Lance has over ten years’ experience in the market research products industry, beginning as an analyst within the consumer division and advancing to the role of Head of Client Management for North America. Lance has successfully developed talent and led large cross-functional teams, consulting with a broad range of clients including Google, NBC, VISA, Bank of America, Omnicom Media Group and Twitter. Lance is a graduate of New York’s Cornell University.

T: +1 646 537 9811

E: lance.fraenkel@yougov.com

Victor Gras

Head of Client Services

In March 2018, Victor  joined the New York office as Senior Director of Market Intelligence and brings with him seven years of global sports sponsorship expertise. In his last role, he led Nielsen’s Market Intelligence activity across all US verticals, working with brands, rights holders and agency clients. He also worked previously with the New York Road Runners, where he helped TCS launch the title partnership of the NYC Marathon, as well as with the ASO, optimizing sponsorship strategies for the Tour de France and the Paris Marathon.

E: victor.gras@yougov.com

Ted Harwood

Head of Product Sales

Ted joined SMG Insight in 2010, initially in the Media Research team where he gained a broad skill set across media evaluation and sponsor optimisation. In 2013 he managed the department as Head of Media Research. Today he provides research and insight solutions to sports clients and brands, helping them achieve their commercial goals, and specialising in advising on partner acquisition/retention and growth of their property. Ted has also been actively involved in the development and delivery of SMG Insight’s client dashboard, SMG Live.

T: +44 (020) 7012 6091

E: ted.harwood@yougov.com

Scott Horowitz

Chief Revenue Officer, US

On joining SMG Insight in December 2017, Scott brings an enviable reputation for sealing deals and creating exceptional value for clients. He has worked with some of the top teams, rights holders, leagues, sponsors, and government agencies across North America and around the world to help measure, track and value sponsorship and sports marketing engagements. He is formerly Senior Vice President of Sales for North America at Repucom where, following the company’s acquisition by Nielsen, he became SVP of Revenue for the Americas.

T: +1 (646) 213-7415

E: scott.horowitz@yougov.com

Ned Morris

Managing Director
Australia & New Zealand

Joining SMG Insight in May 2018, leading industry expert Ned brings 15 years’ experience of initiating and implementing strategic management solutions in the sports industry. As Managing Director of SMG’s newest international office, Ned is tasked with meeting growing client demand for a presence in the fast-developing Australia and New Zealand markets. Previously working for Repucom/Nielsen Sports, first running the Middle East office for seven years and then returning to Australia as Director of Business Solutions in Melbourne, Ned has worked with clients including the Australian Football League, European Tour, Australian Grand Prix Corporation, Etihad and Emirates. Ned operates out of Melbourne bringing his strong insight skills and drive to develop the business whilst enjoying his passion for all things sport.

T: +61 (0)416 889 416

E: ned.morris@yougov.com

Michael Pask

Advisory Board Member

Michael is a dynamic self-motivated leader who has over 25 years experience working for WME IMG, the world’s largest Sports, Entertainment and Media business as a Senior Vice President. In this time he has worked in event planning, organisation and implementation. He has experience in the acquisition of companies as well as the integration of them post acquisition. He has turned around the International Academy business from a loss making enterprise to a highly successful global operation. In creating the Golf Advisory Business he delivered knowledge and skills to a global list of clients including HSBC, French and Italian Ryder Cup bids (both successful) as well as a host of other digital, corporate and development clients. Michael has a First Class degree in Geology and a Blue from St Andrews. He sits on the Sport Relief Steering Committee; The GEO Advisory Council and also Make-A-Wish Corporate Alliance Committee.

Edgar Raposo

Senior Sales Manager

Edgar joined YouGov Sport in December 2018, as Senior Sales Manager, meeting growing client demand for sport and sponsorship research in the German market.

With 10 years’ experience in the sports and sponsorship field, Edgar is tasked with introducing YouGov Sport’s pioneering research services and expertise to Germany’s sports industry, including rightsholders, agencies and sponsors.

Edgar arrives from STATS Deutschland and, prior to that, he was Senior Manager for Business Development and Sales at Repucom/Nielsen Sports.  He was responsible for lead generation in sports and entertainment marketing in the GSA markets and Portugal.

T: +49 (0) 69 – 173 200 475

M: +49 1522 – 1460 422

E: edgar.raposo@yougov.com

team-photos-fs-2Frank Saez

Managing Director and Founder

Recognised by his peers as one of the foremost practitioners in global sports business analysis and research, Frank has over 20 years international experience, working with some of the world’s leading sports rights holders and sponsors including Rolex, Emirates, ATP, WTA, ICC, Formula E.

In partnership with YouGov, Frank is the founder of SMG Insight, the leading sports, sponsorship and entertainment research company. Previously, he has developed and led multi-million pound research agencies including Comperio (formerly part of IMG) and IFM Sports Marketing Surveys.

He also advises several FT250 companies and is a sought-after speaker in the sports industry.

Frank has a First Class Honours degree in Business from Leicester University.

M: +44 (0) 7973 134 771

E: frank.saez@yougov.com

Tracy Schoenadel

SVP & MD of Sports, North America

Tracy Schoenadel joined SMG Insight from Kantar Media where she was Vice President of the U.S. office for sports intelligence.  From 2000 to 2007, she was the Executive Director of the industry-leading ESPN Sports Poll.  She has 25 years of experience in the sponsorship and advertising industry.

Tracy also has held academic positions at University of Massachusetts Amherst, New York University, University of Richmond and University of Connecticut.  She also has written chapters in two academic textbooks addressing the methodologies of sponsorship research. Tracy was the original managing editor of the publication, Sport Marketing Quarterly.  Tracy also is one of the leading authorities in sport marketing and sponsorship research and has been quoted in such publications as USA Today, Advertising Age, Wall Street Journal, Sport Business Journal, Detroit Free Press, Forbes and Fortune.

She received her degree in Sport Management at West Virginia University.

T: +1 646 537 9835

E: tracy.schoenadel@yougov.com

Ewan Tait

Client Services Director

Ewan has over 10 years’ experience in marketing and sponsorship, and joined SMG Insight to ensure current and future clients are supported through excellence in the delivery of media research and insight.

In his previous role at Visa, Ewan was part of the European Marketing Strategy team with a specific focus on measurement and evaluation.

During his time at Visa he also worked with internal teams and client banks to activate and evaluate global sponsorship properties such as the Olympic and Paralympic Games, the FIFA World CupTM and FIA Formula E as well as managing European brand tracking, MROI econometric studies and marketing effectiveness research.

Prior to Visa, Ewan worked in sponsorship and commercial roles at The Royal Bank of Scotland.

T: +44 (0) 20 7012 6132

E: ewan.tait@yougov.com

Georgie Webb

Client Services Director

Georgie joined SMG Insight in March 2018 as Senior Account Director after almost seven years at Repucom and Nielsen Sports. During her time there she worked with many high profile brands across the auto, tech, apparel, logistics and tourism industries, helping them to justify and optimize their sponsorship investments. Georgie is based in Dallas.

E: georgie.webb@yougov.com