Reid is an Associate Research Director in L2’s London office, leading a team of researchers focused on expanding L2’s coverage of European insights and Digital IQs. Prior to moving to London to help establish the office in 2015, he conducted Digital IQ research in a number of categories, including Luxury, Retail, Auto, and Spirits, and lead client strategy in Watches & Jewelry out of New York. Reid holds a B.S. in International Relations and Chinese from Carnegie Mellon University.