BASE is the World’s leading shopper marketing operating system. We empower Retailers and CPG Owners to seamlessly manage, track and evaluate every investment throughout their budgeting, planning, execution and insight phases of all marketing investment activations. We provide C-Suite business leaders with powerful dashboards to ensure they make the best commercial decisions, whilst giving the front-line resources an easy-to-use cloud-based platform to get their tasks done effortlessly… With over $1 billion of planning done through our best-in-class platform, we know how to transform your omni-channel operations and drive your competitive advantage...
The Management Team
Stuart Tiedeman
Co-Founder & Head of Product
Stuart founded BASE with his business partner in response to the lack of operating systems that were fit for purpose to run any form of retail marketing operation at scale.
Steve Rolfe
Commercial Director
Steve joined the business in November 2021 and is responsible for Sales Development and our BASE Marketing plans. Steve has over 23 years FMCG experience and has developed a deep knowledge of the industry holding various Director positions across Brand Marketing, National Retailer Sales and Category Development. In his career, Steve has also led Shopper Marketing teams across multiple categories and this insight and know how means Steve is very well placed to help us with all things shopper centric.
Nick Widdowson
Account Manager
Nick joined the team in August 2019 with a background in FMCG and retail across category management, shopper marketing, shopper research and behavioural science. Nick has been supporting clients with their day-to-day shopper marketing campaign planning, management and evaluation, working closely with them to develop best practice and maximise their shopper marketing ROI.
Danielle Holdsworth
Account Manager
Danielle joined BASE in January 2022 bringing shopper marketing expertise from P&G and J&J. As a BASE Account Manager, Danielle is the voice of her clients ensuring they are fully supported at an operational level and by sharing thought leadership as they navigate their way through the key insights and learnings developed for them by the BASE Insights Team.
Paul Foley
Account Manager
Paul has worked with RMI/BASE for over 10 years but joined the team full time in 2016. In a previous life Paul worked for a small software company developing in house software for the NHS and the education sector followed by multiple contracts working on systems for the energy and pharmaceutical industries. Paul works with the management team to agree on-going roadmap developments that are harvested and prioritised from on-going conversations with the clients. On a daily basis Paul ensures that all the software and systems used by the team are fit for purpose allowing us to always optimise campaign effectiveness.
Charlotte Varney
Senior Insights Executive
Charlotte has many years experience in FMCG roles and is an expert in Shopper Insight and eCommerce. Charlotte Leads the Insight team to deliver clients useable insight using robust methodologies alongside shopper understanding and data integrity. Charlotte is passionate about enabling clients to really understand which touchpoints work in their markets aligning with their strategies whilst maximising their KPIs.
Antonio Leal
Insights Manager
Antonio is responsible for leading the Insights Team and the production of shopper marketing campaign evaluations. His role supports clients with deep-dive analytics to ensure that they truly understand the data insights to make informed decisions about their investment choices.
Our Story
2015
Sainsbury’s were on-boarded as our first fully licensed client, using BASE as their Shopper Marketing Operating System since Summer 2015.
2016
Engaged by Asda and Nielsen to independently undertake the post-campaign evaluations for all their centrally managed supplier investment income.
2017
Unilever and Pepsico were our development partners who helped us construct a version of BASE that matched the daily needs of thriving CPGs.
2018
Commenced bench-marking insights at scale, to evolve our proprietary database of insights to fuel machine-learning algorithms to empower our clients can make better, data-lead decisions as a result of knowing exactly what works, when and where to drive optimised ROI.
2019
Heineken were our first CPG client who unlocked a full range of powerful tools robustly built for truly commercial scale on-trade, off-trade and e-comms planning scenarios.
2020
The swift impact of Covid-19 saw our nimble client base in a unique position to take advantage of being able to quickly pivot their in-flight investment plans towards the best investment choices, many of which were within the Retail Media space.
2021
Harry’s began their journey to centralise their shopper investment into one system of record, unlocking the power of evaluation and insights at scale to optimise their plans.
2023
New clients continue to be welcomed on board, joining the growing number of CPGs who require a slick, cloud-based tech platform which can provide every level of internal stakeholder with the information they need to make the best decisions at their fingertips…
2024+
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