Our team
Leadership
Laura Murphu photo

LAURA MURPHY

CEO


Laura Murphy is Amplify’s CEO, she specialises in commercial transformation, problem solving and using analytics and visual management to help clients take insight-based decisions to improve their business results. Prior to Amplify, Laura lead the Business Transformation team of international markets at Royal Philips, a 120-strong team that developed evidence-based solutions to commercial problems. Laura has held various sales, marketing and strategy leadership positions over the last 15 years at Philips and HP, and has been closely involved with her family’s own businesses. She holds an MA (Hons) from Heriot-Watt, Edinburgh and an MBA from Cambridge University, UK.
Daniel Stahinov photo

DANIEL STRAHINOV

MANAGING PARTNER AND COO


Daniel Strahinov, Amplify’s COO, specialises in the agile execution of analytical projects and ensures that they are delivered on time, up to specs and with maximum impact. Prior to Amplify, Daniel established and headed a team of data analysts at a UK-owned analytics company. His focus was on developing innovative analytical approaches and pattern identification through combining the existing data sources of his clients. He has successfully delivered projects in the consumer goods, telecom, transportation, industrial materials and automotive industries. He has experience with numerous analytical techniques, amongst which market mix optimisation, loyalty marketing, text analytics, churn identification and reduction, customer experience analytics, upsell and x-sell models and others. Prior to this, Daniel was a management consultant in PwC London and holds a first-class BSc with honours from Cardiff University, UK.
Ayse Elvan Aydemir photo

AYSE ELVAN AYDEMIR

CHIEF DATA SCIENTIST


Ayse Elvan Aydemir is Amplify’s Chief Data Scientist specialising in developing data science solutions for clients in various industries. She has applied her skills in various industries like e-commerce, robotics, financial institutions and gaming. She has extensive experience in developing data driven solutions for her clients - predictive models, forecasting, segmentation and control systems. She holds a BSc in Actuarial Science, and MSc in Information Systems and is currently a PhD Candidate in Information Systems.
Anna Thomas photo

ANNA THOMAS

DIRECTOR ANALYTICS


Anna Thomas, Amplify’s Director of Analytics, specialises in Marketing, Media and Commercial analytics with expertise in design and execution of analytical models towards enhanced decision making and business problem solving. Prior to Amplify, Anna built up over 17 years of analytics experience at GE, HP and most recently Philips. Her expertise lies in Marketing and Sales Analytics and she has driven several projects on leading marketing indicators, campaign strategy and digital analytics. She has a MSc in Communications from a leading Business school in India.
Laura Murphu photo

LAURA MURPHY

CEO
Laura Murphy is Amplify’s CEO, she specialises in commercial transformation, problem solving and using analytics and visual management to help clients take insight-based decisions to improve their business results. Prior to Amplify, Laura lead the Business Transformation team of international markets at Royal Philips, a 120-strong team that developed evidence-based solutions to commercial problems. Laura has held various sales, marketing and strategy leadership positions over the last 15 years at Philips and HP, and has been closely involved with her family’s own businesses. She holds an MA (Hons) from Heriot-Watt, Edinburgh and an MBA from Cambridge University, UK.
Daniel Stahinov photo

DANIEL STRAHINOV

MANAGING PARTNER AND COO
Daniel Strahinov, Amplify’s COO, specialises in the agile execution of analytical projects and ensures that they are delivered on time, up to specs and with maximum impact. Prior to Amplify, Daniel established and headed a team of data analysts at a UK-owned analytics company. His focus was on developing innovative analytical approaches and pattern identification through combining the existing data sources of his clients. He has successfully delivered projects in the consumer goods, telecom, transportation, industrial materials and automotive industries. He has experience with numerous analytical techniques, amongst which market mix optimisation, loyalty marketing, text analytics, churn identification and reduction, customer experience analytics, upsell and x-sell models and others. Prior to this, Daniel was a management consultant in PwC London and holds a first-class BSc with honours from Cardiff University, UK.
Ayse Elvan Aydemir photo

AYSE ELVAN AYDEMIR

CHIEF DATA SCIENTIST
Ayse Elvan Aydemir is Amplify’s Chief Data Scientist specialising in developing data science solutions for clients in various industries. She has applied her skills in various industries like e-commerce, robotics, financial institutions and gaming. She has extensive experience in developing data driven solutions for her clients - predictive models, forecasting, segmentation and control systems. She holds a BSc in Actuarial Science, and MSc in Information Systems and is currently a PhD Candidate in Information Systems.
Anna Thomas photo

ANNA THOMAS

>DIRECTOR ANALYTICS
Anna Thomas, Amplify’s Director of Analytics, specialises in Marketing, Media and Commercial analytics with expertise in design and execution of analytical models towards enhanced decision making and business problem solving. Prior to Amplify, Anna built up over 17 years of analytics experience at GE, HP and most recently Philips. Her expertise lies in Marketing and Sales Analytics and she has driven several projects on leading marketing indicators, campaign strategy and digital analytics. She has a MSc in Communications from a leading Business school in India.