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Ross is the Head of the Behavioural Insights & Business Analytics team at The English Football Association (The FA). He is tasked with provoking and inspiring positive change in football by helping The FA better understand the needs and challenges faced by those playing, coaching, refereeing, administrating and watching the game – ultimately helping to inform business decision-making in order to support, govern and grow football in England.

Prior to working at The FA Ross has 16 years of brand and consumer research experience including senior positions at research-based consultancies specialising in communication, brand, engagement and customer research. He also has experience client side as a researcher and marketing manager at Müller, and seconded posts with Unilever, Coca-Cola and Vodafone.

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