We are excited to partner with Women in Data as part of our ongoing commitment to building a diverse and inclusive workforce. Through this partnership, we will strive to support the creation of meaningful change, increase female representation, grow our own female talent pool, expand our network and champion existing talent. Fundamentally, we believe a more representative workforce, that embraces the power of data and technology, will deliver better outcomes for business and society that build trust and unlock opportunities for all.
PwC expects to see a transformative shift in the UK’s data landscape, fuelled by rapid advances in AI. Data will hold the key to delivering value from AI solutions, which will become increasingly embedded in our everyday lives and business functions.
We expect to see investments in infrastructure, data strategy and transformation programmes to enable organisations to generate greater value from structured and unstructured data, and create formats that can be queried and consumed for secondary use. The productionisation and commercialisation of data will remain top of the agenda for many businesses.
The standard and expectations of knowledge will increase as AI, data and analytics further advances access to intelligence. Therefore, having the right tools and culture will be critical for any role in order to act upon AI-data driven intelligence at speed and scale. As a result, the workforce for data roles will continue to evolve to meet the increasing demands of businesses.
PwC is a global leader in professional services, renowned for excellence and innovation in Audit, Deals, Consulting, Tax and Technology. We harness emerging technologies to drive sustainable growth and empower our clients to overcome complex challenges. At the core of who we are is a dedication to building trust in society and solving important problems. We are passionate about fostering a diverse and inclusive environment, empowering all professionals to excel and lead in the dynamic fields of technology and data.
Jo is a Director in PwC’s Data Intelligence team part of AI & Modelling within the Risk line of service. Jo has a varied background spanning almost 20 years in advertising and media, management consulting and working with world first data products.
Driving and maintaining growth is a core focus for Jo who leads the go-to-market for her business unit. An experienced leader with a strong focus on building brilliant teams and strong client relationships. Jo is a real ‘people person’ whose key strengths lie in developing meaningful, trusting relationships and in spearheading work that’s both strategic and creative (yes data can be very creative!) – translating the complex into commercial reality and actionable insight.
Jo is on the Development Board of the Royal Academy of Dramatic Arts (RADA) and a trustee for the charity Suicide&co. She is also a qualified sommelier and set up the Data Intelligence Wine Club at PwC!
Serena is a Senior Associate in the Investigative Analytics team, where she combines a deep passion for data with extensive technical expertise. Holding a PhD in Physics from King’s College London, she has always been fascinated by how data can reveal patterns and shape our understanding of the world. Transitioning from physics to data science, she now focuses on using advanced analytics to drive insights in forensic investigations, with a particular expertise in the software platform Quantexa.
Her career is also driven by a commitment to supporting women in STEM. She is actively involved in internal initiatives at PwC,such as ‘Her Tech Talent’, where she mentors and advocates for greater representation of women in technology fields. In recognition of her contributions, she was honored with a nomination for the prestigious 2024 TechWomen100 award.
Liv recently joined Deals as a Data Engineer, bringing a mix of industrial experience and advanced data analysis skills to the Operational Restructuring team.
Her journey started in the industrial manufacturing sector, where she spent eight years in “boots on the ground” as a materials engineer, gathering and analysing data in real-world environments, from monitoring new production lines to fault finding and failure analysis. In her current role, she leverages this to transform raw data into actionable insights. Whether it’s building digital twins of manufacturing facilities or modelling dynamic “what if” scenarios, Liv focuses on creating clear, data-driven narratives that enable her clients to make informed decisions.
Outside of work, Liv fully embraces the pace of London life but also seeks tranquility at her allotment and enjoys long runs with her retired working spaniel, Molly.
Lutfiye is an experienced SAP Analytics Cloud Consultant with a strong background in data analytics, financial planning, and business intelligence. With a master’s degree in Computer Science from the University of Liverpool and a degree in Industrial Engineering. Lutfiye has worked with global clients across various industries, implementing and enhancing data-driven solutions. Lutfiye is passionate about leveraging technology to drive business insights and is dedicated to empowering women in data and analytics.
Data Qualifications & Certifications:
Following a lifetime of being a self-professed nerd, Nicole started her career at a food retailer analysing customer behaviour and data. This exposed her to analytical tools such as Alteryx and Tableau which she wanted to use more and found her perfect role in the Tax Technology team to help her hone these skills. After almost 6 years of automating analytical solutions and creating dashboards at PwC, she now splits time between creating these solutions and helping mentor others in these same tools. She feels passionately that everybody can upskill in data analytics/tools.
Data Qualifications & Certifications:
Arushi began her career as a Technology Degree Apprentice at the University of Birmingham, gaining hands-on experience across multiple teams at PwC, including Data Automation Platforms, the Chief Data Office and Tax Data and Analytics. In these 4.5 years, she has developed expertise in data automation, visualisation, manipulation and transformation, leveraging tools like Power BI, Alteryx and Python. Now a Tax Data and Analytics Associate, she focuses on solving complex data challenges and delivering meaningful insights.
Arushi’s motivation as a Women in Data Ambassador comes from her early career experiences, where she noticed how important confidence is in pursuing opportunities. She believes that fostering confidence starts with creating supportive spaces, encouraging knowledge-sharing and helping women develop technical skills beyond their immediate roles. By focusing on these areas, Arushi hopes to empower women to feel prepared, valued and motivated to thrive in data and technology. As an ambassador, she aims to promote learning, collaboration, and growth to help women unlock their full potential in the field.
Data Qualifications & Certifications:
Chinara is a dedicated data scientist with over 8 years of experience in AI, advanced analytics, and software engineering. As part of PwC’s Generative AI Pod and a proud member of the PwC internal ‘Her Tech Talent’ group, Chinara leads the development of cutting-edge solutions leveraging Large Language Models (LLMs) to drive innovation in business operations. Chinara specialises in scalable automation frameworks, enhancing decision-making and operational efficiency while fostering collaboration through team training and AI hackathons.
Data Qualifications & Certifications:
