“A point of view can be a dangerous luxury when substituted for insight and understanding.”

Marshall McLuhan

Aminat loves animals. So far throughout her life she’s been the proud owner of multiple cats, hamsters, guinea pigs, a rabbit, a gerbil, a goldfish named ‘Goldie’ (a very practical naming convention) and even a pet shark! If it wasn’t for a fear of blood, Aminat would absolutely be a vet by now.

Luckily for us, Dr. Aminat Dolittle turned her insatiable curiosity away from animals and towards humans. Driven by a desire to understand the world, Aminat studied Economics at the University of Coventry. It was here that during her dissertation on the ‘Strategic patenting of software companies’, she learned how important a competitive advantage is - a lesson she brings to all her clients today.

But Coventry wasn’t enough of the world for blue-sky thinking Aminat. A keen traveller, she recently spent a month in China, where her karaoke rendition of Kanye West’s 2005 classic ‘Gold Digger’ is the stuff of suburban legend.

Here at Merkle | Periscopix, Aminat spends her time as a key member of our audience team, working with our biggest global clients to define and activate audience strategy. Comfortable in a variety of DMPs and proficient with RFM modelling techniques, Aminat works tirelessly to provide you with the competitive advantage she values so much.

When Aminat isn’t ruthlessly driving ROI through savvy audience targeting or communicating these results with charm and aplomb, she can be found expanding an ever-growing comic book collection. Or at concerts, lots of concerts. Aminat’s wide-ranging interests and curiosity in what makes this world and the people in it tick makes her a natural fit for our biggest and most advanced clients. We definitely think she’s an audience superhero!