I help brands connect with people in ways that shift attitudes, behaviours and habits.
How I do it
I oversee the full strategy cycle, from brief development and stakeholder workshops to campaign development, testing, and implementation.
Seeing the world through the eyes of the customer.
I combine behavioural psychology, qualitative research, social listening, and performance metrics to build a precise picture of who I'm targeting and what actually drives their decisions.
I make sure every creative decision is traceable back to an insight rather than a boardroom hypothesis.
Diagnosing the business problem before solving the creative one.
Before I touch a brief, I map the competitive landscape, audit category perception, and understand where the brand sits in the market and why. I make sure I know how the work connects to the broader business strategy — whether that's driving acquisition, shifting brand perception, defending market share, or launching into a new segment.
Treating creative strategy like behavioural science.
I approach briefs the way a performance marketer approaches a testing roadmap — with a clear hypothesis, defined variables, and a plan for what success looks like before anything goes into production.
A bit about me
I sit at the intersection of culture, data, and psychology — using that perspective to understand not just what people do, but why they do it.
At the core of my work is a focus on human behaviour: the motivations behind decisions, biases, heuristics and the often-overlooked gap between what people say and what they actually do.
Over the past decade, I’ve worked across marketing, product, and strategy, helping teams move beyond surface-level insights to develop a deeper, more nuanced understanding of their customers — and translate that into more meaningful, relevant experiences.
By uncovering the cultural, commercial, and psychological dynamics behind my clients’ challenges, I bring clarity to complex challenges — helping answer two fundamental questions:
Who are we really for, and what can we say that drives measurable impact?
Previous clients included
What I’ve been up to recently.*
Studied cognitive and behavioural aspects of consumer behaviour, focusing on sustainability.
Helped reposition the leading AI-first website builder on WordPress.
Helped a multinational brand find their angle on the next generation of kids.
Worked with a tech retail company to launch the biggest tech flagship in their country.
Imagined new viral soft drinks for young audiences in the US for a multinational beverage corporation.
