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The Digital Advisor

Célia Pronto is a digital transformation, technology and marketing specialist with over 30 years' experience in award-winning businesses, over 15 of which were specifically focused on digital transformation.


Her expertise lies in developing data, marketing and digital transformation strategies in complex consumer businesses grounded firmly and pragmatically in the needs of the business and the customer.

Célia's approach to digital transformation involves taking a holistic approach to setting a clear digital ambition - with people, process, culture, data and sustainability  underpinning any successful programme.

She has worked extensively with organisations to transform their practices away from expensive waterfall methodologies in favour of rapid prototyping, agile approaches that create dynamic environments aimed at unlocking commercial value from investments quickly.

Prior to founding The Digital Advisor, she worked in senior marketing, e-commerce and digital transformation positions in an Executive capacity across a range of blue chip listed organisations (Unilever Plc, Rank Plc and IHG Plc), PE and VC-backed start-ups (smarterwork, Bookatable (now known as The Fork) and Casual Dining Group (now known as The Big Table Group), wholly owned subsidiaries (Ford Retail Group and Love Home Swap) as well as family owned businesses (STA Travel).

Her sector experience includes subscription model businesses as well as the food manufacturing, restaurant, logistics, travel, hospitality, leisure, FMCG, E-Commerce, automotive retail and water sectors.

She was most recently the Managing Director at Love Home Swap, an award-winning subscription model home swapping business. 

Célia is a frequent public speaker at business conferences, where she speaks about digital growth strategies, and has a reputation for inclusive digital transformation. She is also a member of the All Parliamentary Working Group for AI, specifically looking to shape the UK's approach to AI Governance.

Alongside running The Digital Advisor, Célia is currently a Non-Executive Director on the boards of Hostmore plcSouth East Water, PE-backed moto hospitality, Campden BRI and family owned business Samworth Brothers. She was listed among Cranfield University's “100 Women To Watch” in the Female FTSE Board Report 2017 and again in the Female FTSE Board Report 2020. She was a runner up in the Dame Helen Alexander "Ones to Watch" category of the Sunday Times Non-Executive Director Awards in 2020.

She holds an MBA in Strategic Marketing and is accredited by the University of Cambridge Institute of Sustainability Leadership in sustainable Marketing, Media and Creative.

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