Anna Sutton

Initiator
DISC Type : Di

Co-founder & CEO at The Data Refinery

Leeds, England, United Kingdom

Overview

Anna Sutton is a serial entrepreneur who co-founded and successfully exited two data consultancies, The Data Shed and The Data Refinery. With a background in marketing, she is passionate about making data accessible to non-technical users to drive commercial growth. People who have worked with her describe her as driven, dynamic, and hugely focused.

Deeply integrated into the Leeds tech community, Anna is a steering group member for the Leeds Digital Festival and a vocal advocate for women in technology. She actively supports networks like Women in Leeds Digital (WiLD) and regularly speaks at events to encourage and support other female leaders.

Interesting fact: She started her first successful company, The Data Shed, in 2013 with her husband Ed while she was eight months pregnant.

Personality Overview

Confident

Risk-Accepting

Friendly Challenger

They usually prefer to drive the conversation.  They don’t mind taking a stand if they believe in something. They measure a product on its merit but can be influenced by strong testimonials.

Topics They Care About

Exiting a Business
After successfully selling two companies, she now speaks at events sharing her first-hand experience and knowledge on how to prepare for and navigate a business exit.
Women in Tech
A self-described "badge-wearing feminist, " she is a vocal advocate for encouraging more women into the tech sector and participates in female leadership and support networks.
Data Democratization
Her core mission is breaking down barriers to data, creating tools and consultancies that empower non-technical professionals to access and use data for business insights.

Media Appearances

Anna has no verified media appearances

Work History

4-2021 - 5-2025
Co-founder & CEO at The Data Refinery
7-2013 - 3-2023
Co-Founder & CEO at The Data Shed
3-2021 - 8-2022
External Affairs - Advisor at Leeds Community Foundation
10-2012 - 7-2013
Brand Communications Manager at Hallmark Cards
3-2010 - 10-2012
E-Commerce Marketing Manager at Hallmark Cards

Education

1997 - 2000
1 BSc (Hons) from UMIST School of Management
1990 - 1997
Education details unavailable from Bradford Girls' Grammar School

More Information

Social Presence :

Prographics :

Exp : 16 Location : Leeds, England, United Kingdom Job Level : N/A Designation : Co-founder & CEO at The Data Refinery
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Insights For Selling To Anna

During A Call Or A Meeting

DO's

  • Clearly address the competitive aspects
  • Refer to testimonials from well known people to highlight the value of your product
  • Acknowledge their status and position during the conversation

DONT's

  • Don’t be very informal even if they are being so themselves
  • Don't be unorganized, be prepared for the pitch
  • Avoid focusing only on the product or its ROI, keep building trust subtly

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Anna is

  • Confidence in the product’s value is critical, followed by relationship and a sense of achievement.
  • Will you ever get a clear answer from Anna

  • They will not hesitate to say no if they do not develop conviction.

Insights For Deal Planning

    How fast (or slow) will Anna move?

  • They can take fast decisions if they develop conviction in the product and find you trustworthy.
  • Can Anna take some risk or not?

  • They have the capability of taking risky decisions if necessary.

You And Anna

Personality Compatibility


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