Sales and marketing director
After learning his trade at Unilever, Grounsell moved into telecoms at BT, before shifting into financial services and the marketing director role at Capital One. Since joining RSA in 2012, he has overseen the More Th>n brand. Grounsell is as active outside his role at RSA as he is within it: he is a regular speaker and proponent of best marketing practice and chairs ISBA’s executive committee. He is described by peers as "motivational", "driven" and possessing an impressive ability to balance analytical thinking with creativity. These skills have helped him boost sales at More Th>n through digital and content marketing. He has been outspoken in criticising the use of big data as just another buzzword. He is also focused on driving more direct relationships with media agencies and using social media to improve targeting.