Maria Bain

Strategy & Planning Director, iCrossing

What do you do at HCA?

At iCrossing, I head up the Audience Intelligence offering within the Strategy & Planning team, and deliver pioneering consumer-centric insights to feed the Analyse phase of HCA's strategic approach. In addition, I build industry-leading and award-winning omnichannel digital campaign strategies and channel plans for our largest clients’ portfolios.

What is the best thing about working at HCA?

I love the opportunity to leverage audience intelligence to feed creative strategy and content ideation at HCA. Working within the agency allows the team to further develop our trends and insights products and methodologies to find solutions for clients through insight-driven, audience-first content recommendations that drive performance and cut-through.

Tell us something people may not know about you.

I'm a published author with Penguin, and have sold over 30k copies across the UK and Germany since 2019. And I'm now being translated into Polish!