maddi riddell

Maddi Riddell


Maddi is passionate about insight and the fresh perspectives it brings to fuel innovation impact. She joined ?What If! when the headcount was just 16 and over that time has witnessed the emergence of the ‘new consumer’ whilst gaining a wealth of experience launching new brands and customer experiences. Challenges have ranged from identifying new billion dollar acquisitions for pharmaceutical companies to helping save financial institutions from hostile takeover with plenty of consumer goods in between. She also leads the coaching and development of our up and coming Inventors.

Prior to joining ?What If!, Maddi worked in consumer insight for both Unilever and Coca-Cola and bears the battle scars from the triumphs and disasters of client side innovation in detergents and soft drinks.

Maddi is fascinated by the ever evolving world of food and food trends and has even spent time as ‘front of house’ for her husband’s pop up restaurant. Unfortunately, she is a terrible cook herself.

The ?! moment I’ve felt the most Impact:
A pharmaceutical project started with insight into the miseries of battling with weight in Type 2 Diabetes. This drove competitive advantage in a billion dollar bid for a new molecule and resulted in a significant lift in the company share price.

Find out more about the ?! values »

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