Tamara Szames is the Divisional Vice President, Customer Insights & Strategy at Holt Renfrew, where she uncovers and translates customer insights into strategic business opportunities. Drawing on customer data, consumer behavior, and market dynamics, she helps shape decisions that drive growth, strengthen customer relationships, and position the business for the future.

With nearly two decades of experience spanning retail, fashion, beauty, and consumer insights, Tamara has built her career around a deep curiosity about people: what they value, how they shop, what influences their decisions, and how their behaviors evolve alongside culture and society.

Her career reflects a unique blend of creative and analytical expertise, with experience across fashion design, merchandising, customer analytics, consumer strategy, and executive advisory. This multidisciplinary background has shaped her distinctive approach to insights, combining the rigor of data with a nuanced understanding of human behavior to uncover not only what is happening, but why it matters and what organizations should do next.

Throughout her career, Tamara has partnered with leading retailers and global brands to navigate changing consumer expectations, identify growth opportunities, and transform complex data into clear, actionable strategies. She is known for connecting insight to impact, helping organizations make more informed decisions and build stronger customer relationships.

Tamara is a recognized retail strategist and thought leader who regularly shares her perspectives on consumer behavior, customer strategy, and the evolving retail landscape through keynote presentations, industry events, and media commentary. She is passionate about making data feel human and using insight to challenge assumptions, inspire better decisions, and create more relevant and meaningful customer experiences. She believes that understanding not just what customers do, but why they do it, is essential to driving sustainable business growth.