Personal profile

I studied Philosophy, Politics and Economics, later specialising in marketing and commercial semiotics — a path that sharpened my thinking around systems, culture and communication. Early on, I was drawn to the human side of branding: why people connect to ideas, what drives cultural momentum, and how businesses can move in sync with those forces.

My first roles in South Africa involved running ethnographic projects in diverse communities and helping brands connect meaningfully with audiences across cultural lines. That grounding in real-world context still shapes my practice today.

Since then, I’ve led strategy at creative agencies and worked globally across categories. I now consult independently with brands that want to grow by understanding the culture they live in.

My role

As a brand strategist and cultural insight specialist, I help clients see what’s coming — and build brand strategy that connects. I handle insight and positioning end-to-end: from research design and fieldwork to platform development and creative articulation.

I partner with founders, strategists, and creatives to deliver positioning, architecture, innovation pipelines, naming, narratives and activation strategy that are deeply rooted in cultural relevance.

Approach to strategy

My approach blends rigour and imagination. I start with people — what they feel, do, and believe — and widen the lens through cultural insight, semiotics and trend analysis. Then I translate those findings into strategic structures that unlock creative possibility and commercial impact.

While I love a good framework, I don’t believe in off-the-shelf strategy. Every brand lives in its own ecosystem, and I shape my tools to fit the challenge.

Approach to leadership

I lead by building clarity, trust and shared language. Whether in a team or with clients, I aim to create the conditions for strong thinking and brave creativity. I give feedback early and often, and I’m always looking to grow the people around me.

I believe leadership isn’t about being the loudest voice — it’s about asking the right questions and making space for the best ideas to emerge.

Working style

I’m collaborative by nature and comfortable bridging disciplines — research, design, creative and commercial. I like to get alignment early, define the problem well, and then work independently to deliver clear, compelling thinking.

I’m equally happy running a room, moderating a group, or mapping out a strategy solo. I value energy in meetings, but I believe deep thinking happens in focused time.

Operating principles

• Culture is never static. Strategy shouldn’t be either.

• Creativity needs direction, not constraints.

• Research is only useful when it changes how you think.

• Strategy should excite the people who use it.

• Be useful. Be clear. Be kind.