Datitude Appoints Strategic Advisor to Support Next Stage of Growth

David French Appointed as a Strategic Advisor

We’re pleased to announce the appointment of David French as an independent strategic advisor to Datitude.

David brings more than 30 years’ experience in finance and corporate advisory roles, working with businesses across a wide range of sectors and growth stages. 

His work with Datitude will form part of a portfolio of independent advisory positions, alongside his current role as Director, Growth Capital at Santander UK Corporate Banking.

This appointment comes at an exciting time for Datitude as more brands and retailers look to strengthen the foundations behind their data, analytics, and AI strategies.

As they continue to grapple with increasingly complex technology estates, fragmented data, and rapidly evolving AI, businesses need stronger data foundations than ever before, and that’s where we're seeing huge opportunity.

Datitude’s unified retail data platform enables retailers to connect, integrate and unify data from across the business, creating trusted, AI-ready, data foundations that support better decisions, stronger operational visibility and more connected customer experiences.

Pictured left to right: Sarah Hughes, David French, Gavin Wilkinson

Announcing this appointment, Sarah Hughes, Co-founder and Director at Datitude said:

“We’ve built Datitude around solving some of the toughest data challenges in retail; an opportunity that is only growing as AI raises the stakes for data consistency, trust and accessibility. 2025 was our strongest year to date and there’s huge momentum across the business. Retailers are under increasing pressure to get more value from their data and we’re in a fantastic position to support them.

Bringing David on board gives us access to valuable strategic insight and experience as we continue to grow.  Most importantly, this comes from a position of strength: a brilliant team, deep expertise, strong technology, and a growing client base.  It's an exciting future ahead.”

David French added:

“Datitude has built something genuinely compelling in a market that’s becoming increasingly important. What stands out to me is the combination of deep technical expertise and a very practical understanding of the challenges retailers are facing.

As AI continues to reshape the retail landscape, trusted and connected data foundations are becoming more critical. Datitude is exceptionally well placed to help retailers navigate that shift and I’m looking forward to supporting Sarah, Gavin, and the wider management team, as they continue to build on their success.”

And Gavin Wilkinson, Co-founder and Director at Datitude, commented:

“As a business, we’ve always believed in surrounding ourselves with great people, different perspectives and honest advice. David brings a huge amount of commercial and strategic experience, but also the external perspective that’s incredibly valuable when you’re growing quickly in a fast-moving market.

This is about continuing to evolve in the right way, building on the strong foundations already in place and making sure we stay focused on creating the most value for clients.”

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About Datitude

Retailers, brands and hospitality businesses - from fast-growing challengers to established high-street names - trust Datitude's multi award-winning data platform to connect, integrate and unify their data.

All your data. In one place. On time, in the right format. A single, trusted view of sales, customers, product and stock, powering advanced analytics through your choice of AI, BI and analytics tools.

A strong, AI-ready, data foundation for clearer insight, faster decisions and more profitable growth. Built for omnichannel.