Team 2018-05-21T20:16:00+00:00


Our accomplished team, industry experts in their fields, deliver smart, inspiring results. They know numbers are nothing without the ability to interpret them. Their expert insight – honed from years of experience – is the essential intelligence necessary to analyse data and tailor the right research for your business needs.

team-photos-fs-2Frank Saez

Managing Director and Founder

Recognised by his peers as one of the foremost practitioners in global sports business analysis and research, Frank has over 18 years international experience, working with some of the world’s leading sports rights holders and sponsors including Rolex, Visa, Peugeot and Goldman Sachs.

Frank has developed and led multi-million pound research agencies including Comperio (formerly part of IMG), IFM Sports Marketing Surveys and most recently formed SMG Insight, a next generation sports analysis and research agency in partnership with YouGov, the UK’s largest independent full service research company. He also advises several FT250 companies and is a sought-after speaker in the sports industry.

M: +44 (0) 7973 134 771


Charlie Dundas

Commercial Director

Charlie joined SMG Insight in April 2016 to develop new market opportunities as the company continues to grow internationally, as well as helping established and future clients get the most from SMG Insight’s market-leading tools and research techniques.

With over 15 years’ experience in the sports and sponsorship field, Charlie’s most recent role was as  Business Development Director at GMR Marketing, where he secured multiple new clients such as Infosys and the Longines Athina Onassis Horse Show.  Prior to that he was Managing Director at Repucom UK, where he successfully retained the agency’s largest account, The Premier League.  Charlie also spent more than 10 years with MediaCom, leading a range of sponsorship activation campaigns including Snickers, Nokia and Dell, as well as previously being responsible for perimeter advertising sales at Sports and Outdoor Media.

M: +44 (0) 77 1752 2029


Ewan Tait

Client Services Director

Ewan has over 10 years’ experience in marketing and sponsorship, and joined SMG Insight to ensure current and future clients are supported through excellence in the delivery of media research and insight.

In his previous role at Visa, Ewan was part of the European Marketing Strategy team with a specific focus on measurement and evaluation.

During his time at Visa he also worked with internal teams and client banks to activate and evaluate global sponsorship properties such as the Olympic and Paralympic Games, the FIFA World CupTM and FIA Formula E as well as managing European brand tracking, MROI econometric studies and marketing effectiveness research.

Prior to Visa, Ewan worked in sponsorship and commercial roles at The Royal Bank of Scotland.

T: +44 (0) 20 7012 6132


Bruce Cook

Director, Scotland

Bruce Cook joined SMG Insight in 2014.  He was previously Head of Sponsorship for The Royal Bank of Scotland Group where he worked from 2008. Bruce’s career in sport & marketing spans 25+ years and includes ProServ (professional tennis), the US Olympic Committee and the NFL Europe League. Prior to joining RBS, Bruce was General Manager of the Scottish Rocks, Scotland’s only professional basketball team.

Bruce is American, born in Philadelphia, and has lived in Scotland since 2001. He holds a degree in Marketing from the University of North Dakota and a Masters degree in Sports Management from the University of Massachusetts at Amherst. He currently serves on the Board of Directors for Commonwealth Games Scotland. He is also a Trustee for Scottish Sports Futures, a Glasgow-based charity delivering ‘Education through Sport’ programmes to disadvantaged children.

M: +44 (0) 7780 456 783


Tracy Schoenadel

Senior Vice President & Managing Director of Sports, North America

Tracy Schoenadel joined SMG Insight from Kantar Media where she was Vice President of the U.S. office for sports intelligence.  From 2000 to 2007, she was the Executive Director of the industry-leading ESPN Sports Poll.  She has 25 years of experience in the sponsorship and advertising industry.

Tracy also has held academic positions at University of Massachusetts Amherst, New York University, University of Richmond and University of Connecticut.  She also has written chapters in two academic textbooks addressing the methodologies of sponsorship research. Tracy was the original managing editor of the publication, Sport Marketing Quarterly.  Tracy also is one of the leading authorities in sport marketing and sponsorship research and has been quoted in such publications as USA Today, Advertising Age, Wall Street Journal, Sport Business Journal, Detroit Free Press, Forbes and Fortune.

She received her degree in Sport Management at West Virginia University.

T: +1 646 537 9835


Joseph Eapen

Senior Vice President, India

Joseph Eapen is the Senior Vice President of SMG Insight, heading SMG India. Mr. Eapen joined SMG Insight from Repucom where he was SVP South Asia. Prior to that, he was at Media Research Users Council (MRUC), an industry body in India, where he was CEO and responsible for the Indian Readership Survey 2010 (the largest readership study in the world).

He has 20 years’ experience in marketing research and media measurement. Prior to MRUC, he was CEO of aMap, the second largest overnight TV ratings company in the world.

T: +91 900 444 6364


Sara Eddleston

Head of Consumer Insight

Sara has over 20 years’ experience in the global market research industry and joined SMG Insight in October 2016 to lead the consumer insight division, maximising the benefits offered to clients through the company’s advanced range of research techniques and its unique partnership with YouGov.  Sara’s career background includes over four years as Consumer Insight Manager within the sports sector of Sodexo, acting as sole point of contact for the UK and Ireland and working with clients including Royal Ascot, The R&A and Everton Football Club.  Sara also spent several years as Account Manager at Canadean, delivering significant sales growth across Europe for international brands such as Pepsi, Unilever, Nestle and Danone.

T: +44 (020) 7012 6164


Scott Horowitz

Chief Revenue Officer, US

On joining SMG Insight in December 2017, Scott brings an enviable reputation for sealing deals and creating exceptional value for clients. He has worked with some of the top teams, rights holders, leagues, sponsors, and government agencies across North America and around the world to help measure, track and value sponsorship and sports marketing engagements. He is formerly Senior Vice President of Sales for North America at Repucom where, following the company’s acquisition by Nielsen, he became SVP of Revenue for the Americas.

T: +1 (646) 213-7415


Lance Fraenkel

Vice President, US
Head of Data Products

Lance joined SMG Insight in 2017 as Vice President for North America, working closely with Tracy Schoenadel to continue the company’s successful expansion within the region. Having previously worked for YouGov, Lance has over ten years’ experience in the market research products industry, beginning as an analyst within the consumer division and advancing to the role of Head of Client Management for North America. Lance has successfully developed talent and led large cross-functional teams, consulting with a broad range of clients including Google, NBC, VISA, Bank of America, Omnicom Media Group and Twitter. Lance is a graduate of New York’s Cornell University.

T: +1 646 537 9811


Ted Harwood

Associate Director, Media Research

Ted joined SMG Insight in 2010 and is responsible for the media research team. Specialising in key data analysis and evaluation across a broad spectrum of media sources along with the creation of sponsorship partner rights models, he also manages key accounts such as ATP Media and the WTA. Ted has also been actively involved in the development and delivery of SMG Insight’s proprietary dashboard, the SportsBoard.

T: +44 (020) 7012 6091


Michael Pask

Advisory Board Member

Michael is a dynamic self-motivated leader who has over 25 years experience working for WME IMG, the world’s largest Sports, Entertainment and Media business as a Senior Vice President. In this time he has worked in event planning, organisation and implementation. He has experience in the acquisition of companies as well as the integration of them post acquisition. He has turned around the International Academy business from a loss making enterprise to a highly successful global operation. In creating the Golf Advisory Business he delivered knowledge and skills to a global list of clients including HSBC, French and Italian Ryder Cup bids (both successful) as well as a host of other digital, corporate and development clients. Michael has a First Class degree in Geology and a Blue from St Andrews. He sits on the Sport Relief Steering Committee; The GEO Advisory Council and also Make-A-Wish Corporate Alliance Committee.