Catherine Cherry has had her work cut out pushing Sony’s Xperia range to the forefront of the UK mobile market thanks to the overbearing presence of Apple and Samsung. But by launching a range of devices to appeal to underserved audiences, 10% of consumers now state Sony as their favourite smartphone brand. She has increased spend on the brand’s marketing and approaches her role, which she started in February 2012, with a mix of art and science. Sge explains: “You must use data to aid decision-making but trust your instincts too”.