Paul Budd

Judge
DISC Type : Dc

Head of Group Brand at Just Group plc

Surbiton, England, United Kingdom

Overview

Paul is a decisive brand and marketing leader with over 15 years of international experience, currently serving as the Head of Group Brand at Just Group plc. His expertise spans financial services, sports analytics, and private equity consulting. Colleagues describe him as a collaborative, determined, and inspiring leader.

Outside of his corporate roles, Paul has a clear passion for the intersection of sports and business. He co-founded a sports consulting firm and was the Chief Marketing Officer for a leading Italian sports analytics SaaS platform focused on professional football, demonstrating a deep professional and personal interest in the field.

He recently spoke at an international conference in Vienna about using AI to shape the future of customer and brand experience.

Personality Overview

Features Driven

Fast But Wary

Demanding

They like to be in a position where they can control the conversation and terms.  They are not focused on building rapport and relationships. They respond better to strong and respectful interactions.

Topics They Care About

Brand Differentiation
His focus is on reframing categories through meaningful differentiation, a concept central to his current role and professional headline.
AI in Customer Experience
He is a public speaker on this topic, recently presenting at the ITIC conference on the opportunities and risks of AI for brand experience.
Sports Analytics
As the former CMO for Italy's leading sports analytics platform, he has deep experience in using AI-enabled solutions to enhance performance for world-class football clubs.

Media Appearances

Paul has no verified media appearances

Work History

11-2025
Head of Group Brand at Just Group plc
1-2023 - 12-2025
Co-founder and Director at PG Sports Consulting Ltd.
2-2023 - 9-2023
Chief Marketing Officer at Kama.Sport
1-2022 - 2-2023
Head of Brand and Customer Experience Consulting at Palladium Digital
12-2020 - 12-2021
Director and Owner at Budd Marketing Consulting

Education

2004 - 2008
BA International Business Studies with Spanish from University of Plymouth
2010 - 2010
Cert DigM from The Institute of Direct and Digital Marketing

More Information

Social Presence :

Prographics :

Exp : 2 Location : Surbiton, England, United Kingdom Job Level : Mid-senior Designation : Head of Group Brand at Just Group plc
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Insights For Selling To Paul

During A Call Or A Meeting

DO's

  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.
  • Get to the point quickly instead of spending time doing small talk
  • Objectively showcase the impact that your product creates

DONT's

  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Don’t be in a rush to invite them for a social meet and greet
  • Avoid being a storyteller and don’t try to oversell

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Paul is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Paul

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Paul move?

  • They can take decisions very fast if you manage to convince them.
  • Can Paul take some risk or not?

  • The risks don’t matter much to them.

You And Paul

Personality Compatibility


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