Vidhya leads the Data and Insights function at YouView TV. She is responsible for enabling YouView and its B2B customers to drive innovative viewer experiences with at-scale behavioural and operational performance data. She started her career as a data scientist in 2009, did a PhD part-time and progressed to leading large customer experience-centric data programmes. She is an inventor on 24 patents and applications. She has won several national awards for her achievements and STEM community outreach activities. Vidhya is passionate about figuring out data solutions to business problems, working towards driving organisational culture change in data adoption across all parts of its lifecycle, from creation to exploitation.