Sona Abaryan is a Partner and the Global Fashion & Luxury Lead at Ekimetrics, a leading data science firm dedicated to maximising the value of data. Abaryan guides the world’s most renowned brands through their data-driven journeys, optimising their marketing mix strategies, understanding & putting customers at the heart of decision making, and driving operational efficiencies with tailored data science solutions. A key member of the Ekimetrics team for close to a decade, Abaryan has played a pivotal role in the company's international growth, advancing its presence in London and, more recently, across the Americas from her base on the West Coast.