Designs the measurement
The buyer questions we track, the three engines we ask, and the rule that a win only counts when it repeats.
Ashley calls herself a hardcore data geek who happens to be a marketer. She spent thirteen years at Digitas, one of the largest digital agencies in the world, turning marketing data into decisions for financial services, travel and car brands.
She joined Digitas in the United States as an analyst in 2006 and left London in 2019 as Head of Data, Analysis and Insights, having built the data practice outside North America into a team of nearly fifty people across Europe and Asia. Her job was to take everything a company's marketing produced, across every channel, and say plainly what was working, what was not, and what to do next.
That is the discipline behind every Fortitude report. Ashley designs the measurement: the buyer questions we track each month, the rule for when a win counts, and the one page a founder reads on the first Monday. She keeps the numbers honest and the people in charge of the technology.
She took four years away from client work to raise three young children, co-founded Guincho Partners in 2024, and then Fortitude, which she runs with David. She lives in Portugal.
