Managing Director – Innovation
In his role, Tristan leads System1’s innovation function, driving the development and growth of solutions that help brands confidently optimize their ideas, like Test Your Innovation (TYI). Tristan’s nearly two decades of experience in innovation and commercialization are instrumental in expanding TYI’s adoption and impact in organizations around the world.
Prior to System1, Tristan led Toluna’s largest UK commercial team and served as the UK AI champion, as well as head of company values. He began his career at Nielsen BASES, where he partnered with some of the world’s largest FMCG organisations, leading projects across global markets. Later, Tristan held roles at Zappi, as head of innovation, and MMR, as chief growth officer, specializing in product and sensory innovation.
Outside of System1, Tristan enjoys cooking, spending time with his family and dog (a Rhodesian Ridgeback) and is an Arsenal season ticket holder. With an Italian wife and daughter, he spends a lot of time in Italy, dreaming of an Italian retirement. India however remains his special place, having spent over two years in the country he is fascinated by the beauty and randomness of the World's most populous country, and is currently planning the first trip with his daughter in tow.