Culture‑first brand strategy

I’m a London-based brand strategist with over 15 years of experience partnering with global giants and challenger brands alike, helping them unlock new territory through research that sees around corners and strategy that sticks.

From on-the-ground research in South African townships to semiotic audits of the metaverse, I dig beneath surface trends to uncover the cultural forces that make brands matter and translate those into positioning, architecture and innovation that works in the real world.

I’ve led strategy across sectors including finance, health and wellness, tech, beverages and urban living, working with brands like Johnson & Johnson, Dunkin’, Payoneer, and Pocket Living. My previous roles include Head of Strategy at BBDO and senior strategic positions at agencies including FoxP2, Y&R, and Ne:on.