I help brands connect with people in ways that shift attitudes, behaviors and habits.
How I do it:
- 01
I see 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.
- 02
Diagnosing the business problem before solving the creative one.
I make sure that every project aligns with the wider business priorities — whether that's driving acquisition, shifting brand perception, defending market share, or launching into a new segment.
- 03
Treating strategy like behavioural science.
I approach briefs the way a scientist approaches a study — with a clear hypothesis, defined variables, and a plan for what success looks like before anything goes into the wild.
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?
What I’ve been up to recently.
See all work
Global toy brand · Consumer insight · Positioning · Dalziel & Pow
Kids don't buy toys. They buy social currency.
A positioning framework for an iconic kids entertainment brand, now applied across Europe.
Global beverage brand · Partnerships · Brand strategy · forpeople
Making the world's most accessible brand feel exclusive
A collaboration strategy for a global beverage leader, approved by leadership and used to approach partner brands.
AI website builder · Repositioning · Brand architecture · Moving Brands
Shifting from the Apple mindset to the Android one.
Repositioning the leading website builder in a market where every competitor sells AI.
National tech retailer · Value proposition · Retail strategy · Dalziel & Pow
Turning a local leader's oldest strengths into its newest proposition
A value proposition and retail strategy that led to the country's largest tech flagship.