Alastair Sim is Director of Strategy and Marketing at SAS UK & Ireland. SAS is one of the largest software companies in the world and the leader in business intelligence and predictive analytics software and services. The customer-driven marketing strategy implemented under Sim's direction has resulted in SAS UK & Ireland being the largest contributor to SAS worldwide revenues outside of its head office in the United States. In recent years, it has also achieved the highest revenue growth amongst the major SAS offices in Europe.

Sim, who was appointed Director of Strategy and Marketing in 1999, is responsible for all aspects of strategy and marketing in the UK and Ireland. He leads the SAS Global Marketing Programme for Risk Management, and is a key member of the Global Marketing Council. Sim's approach to business focuses on providing the best possible value to customers, which has resulted in a strategy that has moved SAS from being a tools provider to a provider of applications that help organisations innovate and accelerate their own success. He has also boosted awareness of SAS.

Sim's customer-driven approach is a result of his considerable experience at SAS, where he has worked closely with customers in roles ranging from Customer Services Manager to Technical Support Manager.

Prior to joining SAS, Sim worked within the pharmaceutical industry as a senior consultant. He is a Fellow of the Chartered Institute of Marketing, the Institute of Directors and holds a BSc Honours degree in Applied Statistics from Sheffield Hallam University.