Sports Marketing Surveys (SMS) has announced that Robert Cobain will be the company’s new head of audits in Europe.
Cobain’s arrival further strengthens SMS’s retail audit offering, with the company planning to launch outdoor and running retail audits in Q3 2022, and also explore opportunities for further bicycle retail audits in Europe.
SMS leverages the Bicycle Association’s market data service in Britain, which tracks over a million unique products to model level each month.
The SMS team has already grown in 2022. Cobain’s arrival follows that of Aneesa Ali in the retail audit team in February and the return of Sarah Goward in January.
Richard Payne, Director of SMS, said, “Performing retail audits at the scale and precision of SMS is no easy task. This requires database and visualization expertise, an absolute focus on data security, and a team with the right resources and technical know-how to support ongoing reporting while always looking to improve the service.
“Rob’s background, both in data and analytics and as a service user in the sports industry, uniquely positions him to add value to the SMS team. This is an exciting appointment and confirmation of our intention to focus and invest in this area.
Cobain added, “I have been familiar with SMS from my time at Acushnet, where I and the rest of the team appreciated their integrity, rigorous analysis, and commitment to delivering actionable insights. I look forward to getting started and helping new industries reap the benefits of SMS services.
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A retail audit provides near real-time data on sales and inventory at the brand and model level within an industry. For more information and to understand why retail audit data is essential, visit its dedicated audit webpage.