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VCCP’s Cowry restructures senior team to drive expansion plans

Cowry Consulting, a behavioural science consultancy owned by VCCP Group, has restructured its top team as it eyes expansion into other markets. The changes have seen Jez Groom move from CEO into the newly created role of International CEO, while Ziba Goddard has stepped up from Deputy CEO to CEO.

With Goddard taking charge of the UK business, a new UK management team has also formed under her stewardship. Raphy March – already Chief Design & Innovation Officer – has been promoted to MD, with Phoebe Kent and Sarah Murray promoted to Consultant Directors. Kent was Head of Behavioural Innovation within her previous role, while Murray was Head of Behavioural Architecture.

“We had an incredible year in 2023; joining VCCP Group, welcoming new colleagues and clients, and delivering some fantastic work. Whilst last year was very much about ensuring consistency for the business and managing change, we were also building a platform to look forwards and outwards at the possibilities for Behavioural Science around the globe,” said Groom.

“Cowry is all about transforming relationships and understanding how businesses can adapt their communications and their practices to unlock their potential – we’re looking forward to applying this to different scenarios across cultural and geographic boundaries, learning more in the process.”

Despite the restructure, which will also see Will Saunders remain as COO, nobody will be leaving the company.

Cowry was acquired by VCCP in January last year, and has been integrated within the group over the last 12 months. With that embedding complete, the business is targeting international expansion, hence the reshuffle.

“We’ve done a great job over the last 12 months to set all of our teams up for success,” said Goddard. “We planned for disruption but actually embedded remarkably smoothly within VCCP. This new management team represents upward growth and progression for the business and for the strong team we’ve assembled to support our clients and UK colleagues in this next phase.”