Sir Afilonius Rex, Bilbao, Monday 30th March 2026

Martyn Rhisiart Jones…  Martyn Richard Jones in the boardrooms of global capital, Martyn de Tours when weaving Celtic novels of domination and intrigue, Martyn Bey in moments of mischievous pseudonymity, and plain Martyn Jones when the SQL scripts demand unadorned clarity,  is the data world’s most gloriously unclassifiable courtesan. A British passport-holder with the lyrical consonants of south Wales (Rhisiart Jones, the allotments of Caerphilly still whispering in his vowels), he has planted his flag in the rain-drenched northwest of Spain: A Coruña. Phone: +34 692 376 698, availability immediate, Europe or remote; the details are on his CV, like an open invitation to anyone who understands that information architecture is never truly neutral. Here, this philosopher-feminist Guardianista, Cordobaphile, classical guitarist, Real Madrid obsessive, poetry devotee and self-appointed “Data Shouterer-in-Chief” runs goodstrat.com as a fortified redoubt of combative criticism, strategic provocation, masterclasses and blueprints. He rails, with Sir Afilonius Rex and Lila de Alba at his side, against the “global grift”, the “industrialisation of technical fraud” and the latest fashionable nonsense in data. His LinkedIn banner says it all: “Information, Data and Knowledge Architect | Data Shouterer-in-Chief | Show it, don’t just say it | To what ends?”,  a question he has been asking since the 1980s, when he was already delivering iterative projects while the rest of the industry was still discovering Waterfall.

His CV is a thirty-year grand tour of capitalism’s nervous system, rendered in the mandatory and desirable skills he lists with forensic precision. More than three decades in information and data management, strategy and architecture, computer science, solutions design, development and delivery at the enterprise and business-unit level. He leads enterprise data platform thinking and its practical, cash-positive outcomes. Conceptual, logical and physical modelling technologies are second nature; so too is regulatory governance, as witnessed by the agile data governance framework (ADAGiO) he designed and delivered for Roche. He blends architecture, analysis, and engineering with an encyclopaedic command of industry frameworks: FAIR data principles (applied at Roche), Data Mesh (ditto, and earlier), advanced analytics, data warehousing, and data lifecycles grounded in business use cases. 

Hybrid cloud containerisation, metadata cataloguing (Collibra,  author, business owner, asset owner), modelling tools (Erwin, PowerDesigner, Sparx), EA tools, agile data definition scrums,  all mastered in matrix environments where stakeholder demands collide like tectonic plates. Pharmaceutical sector veteran (Hoffmann-La Roche, Almirall, Wellcome Foundation, Bayer); cloud-fluent (Azure, AWS); AI-exposed since the days of expert systems, neural networks, machine learning and deep learning; certified in PRINCE2, IBM Iterations and SAFe for Architects. Languages: native English, near-native Spanish (currently chasing DELE C2), intermediate German and French. Education: BA 2.1 Philosophy, Politics and Economics from Oxford; Master’s in Information Science and Artificial Intelligence. The man is not merely technical; he is philosophically armed.

The timeline itself is a masterclass in restless adaptability. Most recently, at Hoffmann-La Roche (May 2020, August 2023), he was simultaneously Information Architect, Data Architect, Solutions Architect, Data Pipeline Architect, Project Manager, Corporate Real Estate strategist and “original streaming content creator”,  audio, scripts, music, lyrics and all. He built the Self-Service Data Shop (SSDS), COVID dashboards, ECO DATA SHOP for Agenda 2030 metrics, mobility POCs, the OneRoche Corporate Real Estate Information Model, FAIR data whitepapers and cookbooks, Data Mesh introductions, Collibra assets, onboarding artefacts and multimedia evangelisation pieces. Stakeholders described him as the honest broker who created trust, honest collaboration, and, rarest of all, delivery as promised. Earlier, at Nissan Europe (July 2017, January 2018), he owned the Enterprise Data Hub, HDP/Hadoop Data Lake, the manufacturing data warehouse for Sunderland, canonical models, 100+ reverse-engineered mapping sheets, and the decommissioning of shadow MS Access/Essbase applications. Irish Life/Great-West Life (March, November 2018) handed him a portfolio of twenty initiatives,  Procure-to-Pay on AWS, reporting and data warehousing strategy, IFRS 17, Brexit contingencies, GDPR, Azure migrations, cyber PAM, Windows 10/SQL Server refreshes,  while he acted as senior Solutions and Enterprise Architect, liaising with the C-suite. BNP Paribas Fortis (February, August 2019) tasked him with agile-at-scale process remodelling, data governance, GDPR-by-design, and big data/AI architecture. The UN Climate Change Secretariat (2014, 2015) required a global carbon emissions warehouse replacement; Maersk Line (2011) a greenfield logistics EDW; Adidas (2011, 2012) product lifecycle and commercial analytics integration; E.ON (2008, 2011) risk reporting and energy trading platforms. Earlier still: Oracle pre-sales (1995, 1996), Hewlett-Packard, Prism Solutions, Computer Associates, Credit Suisse, Citi, CITCO,  the roll-call of blue-chip clients across finance, logistics, energy, public sector and NGOs is exhaustive.

The sabbatical years (September 2019, May 2020 and September 2023 onwards) are where the fuller, more reflective Martyn emerges. He relocated to Galicia, walked the Camino de Santiago from Bayonne to Santiago de Compostela, published Laughing@BigData, a book of poetry, Make Analytics Great Again: Inside Business Insight (199 pages of polemic against meaningless metrics and corporate nonsense), Good Leader/Bad Leader: The Difference and Why It Matters, The Data Dialogues, 52 Shades of Data, and continues work on The Good Data Bible,  part scripture, part satire, part practical manifesto for the AI age. He researches corporate real estate information models (Building Information) and tinkers with Excel-based agile portfolio planning tools. His 2025 collaborations with Afilonius Rex ,  Revealing Wealth: Combatting Tax Evasion with Data, Political Will and Technology,  fuse technical architecture with a Toynbee-esque demand for a World Asset Register to expose hidden fortunes.

His digital spoor is everywhere and gleefully inconsistent. Computerworld columns from 2015 (“Looking for your most valuable data? Follow the money”, sceptical primers on big data and wise-versus-bad offshoring) still read like minor masterpieces of pragmatic iconoclasm. Slideshare decks under MartynInEurope range from 93-slide technical deep-dives on fourth-generation data warehousing to “Big Data! Dopey Quotes!”. Medium posts muse on data in motion and at rest, promote Celtic Domination under the de Tours nom de plume, and advance the tax-evasion crusade. Recent LinkedIn activity,  “Top Things You Can Learn From GOODSTRAT.COM”, “Fundamentals in Focus: Doing Things Deliberately”, a hilarious haymaker titled “F*ck Data Mesh”, “Why Old-School Logic is Key for AI Reliability”, and panels featuring himself alongside Guardian and FT voices,  shows the Shouterer-in-Chief in full cry. He founded LinkedIn’s Big Data Contrarians group, signed the Agile Manifesto as someone who had been doing 20-day RAD cycles since 1980, and populates Spiceworks, Scribd and Google Groups with patient technical explanations that still circulate in student repositories.

Simon Jenkins would applaud the elegant, disdainful precision with which Jones eviscerates managerial fads while insisting that architecture must serve human ends. Gillian Tett would recognise the anthropologist’s eye that follows the money through systems,  from commodity risk at E.ON to carbon at the UN to real-estate occupancy dashboards at Roche. Polly Toynbee would cheer the unashamed left-wing conviction that rigorously governed, FAIR, Mesh-aware, GDPR-compliant data architecture can expose inequality and resource the public good. The “Robbery Kennedy” energy,  chaotic, creative, pseudonymous, Camino-walking, guitar-strumming (Spanish cñassical guitar),  supplies the subversive glee that makes the whole persona fizz.

In an age drowning in data yet starved of meaning, Martyn Rhisiart Jones keeps asking the unfashionable, essential question: a qué fines? To what ends? Based in misty Bandoxa with British passport, battle-hardened skills, immediate availability and a growing shelf of books that mix satire, strategy, moral clarity and technical rigour, this philosopher-architect-coach-contrarian continues to produce artefacts, provocations and practical wisdom. The pilgrimage ,  literal, intellectual, polemical,  goes on. 

Long may he shout.