Phil Barden is a renowned expert in decision science and its application to marketing strategy. With a distinguished career spanning over four decades, he is best known for bridging the gap between psychological theory and commercial practice. Phil is widely sought after as a motivational speaker for his ability to demystify why people buy and how brands can harness this knowledge for greater success. His insights captivate audiences, offering practical tools grounded in science to improve marketing performance.
Phil began his career in 1982 as a Product Manager at United Biscuits after earning a degree in business studies. In 1985, he joined Unilever, where he spent 15 years in a variety of senior marketing roles, including Business Unit Manager for Central and Eastern Europe and Director of Relationship & Interactive Marketing. His journey continued with key leadership positions at Diageo, First Choice Holidays, and T-Mobile, where he notably led a major European brand repositioning and orchestrated the now-iconic Liverpool Street flash mob campaign that boosted sales by nearly half and earned an IPA Effectiveness Award.
In 2010, Phil founded Decode Marketing Ltd. in the UK to bring decision science into brand and marketing strategy. Under his leadership, Decode was honoured at the Unilever Foods Fusion Awards and has become a respected consultancy in the field. His landmark book Decoded: The Science Behind Why We Buy, first published in 2013 and updated in 2022, has been widely acclaimed for its clarity and depth. He also contributed to Eat Your Greens, a well-regarded marketing science anthology, and is a Fellow of The Marketing Society. Phil continues to educate and inspire as a keynote speaker and contributor to academic and professional programmes across the industry.
Phil is frequently hired as a motivational speaker because he brings a rare blend of academic rigour, commercial experience and storytelling flair. His presentations not only explain the science of consumer behaviour but also show how it can be translated into action, making him a compelling and trusted voice for anyone looking to understand what truly drives customer choice.
