I studied Philosophy, Politics and Economics, later specialising in marketing and commercial semiotics. This path sharpened my thinking around systems, culture and communication. My first roles in South Africa involved running ethnographic projects in diverse communities, helping brands connect meaningfully across cultural lines. That grounding in real-world context still shapes my practice today.
Since then I've built and led strategy functions at agencies including BBDO, venturethree, and Ne:on — running teams, owning senior client relationships, and delivering work across FMCG, fintech, luxury, and financial services. I now work independently, bringing that same depth of thinking to brands and agencies that want sharper strategic direction.
Approach
My practice blends rigour and imagination. I start with people: what they feel, do, and believe. From there I widen the lens through cultural insight, semiotics and trend analysis. I translate findings into strategic structures that unlock creative possibility and commercial impact.
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. I work independently or as a senior partner inside your team.
Operating Principles
— Culture is never static. Strategy shouldn't be either.
— Research is only useful when it changes how you think.
— Strategy should excite the people who have to use it.
— Creativity needs direction — not constraints.
— Be useful. Be clear. Be kind.
2024 – Present
Strategy Consultant
Independent · London
Brand strategy, positioning, and communications consulting for brands and agencies. Alongside client work, I'm developing AI and language model applications for cultural intelligence, exploring how insight can be modelled and scaled for applied brand and communications strategy.
2023 – 2024
Strategy Consultant
Ne:on (Brand Dynamics) · London
Partnered with senior clients to turn complex business challenges into clear strategic direction. Developed brand and communications strategies for Edgewell (Hawaiian Tropic), Lexus, and Dove Men+Care by using cultural analysis and category research to identify opportunities and sharpen positioning.
2021 – 2023
Head of Insight
venturethree · London
Led the cultural insight function, building a blended capability combining cultural analysis, qualitative research, and data. Partnered with strategy, design, and senior leadership to embed cultural thinking into long-term brand direction. Delivered positioning and comms strategies for Payoneer, Slazenger, Frasers Group, Bauer Media, Yubi, Pocket Living, and Grunenthal.
2020 – 2021
Consultant & Data Analyst
alva · London
Managed a team of analysts to deliver strategic insight for senior stakeholders across financial and professional services. Translated complex data into clear reputational and business intelligence for PwC, Deloitte, Nationwide, Hiscox, Standard Chartered, and Discovery Health.
2019 – 2020
Strategy Consultant
VMLY&R · Nissan United/TBWA · C-Space · London
Senior strategy and planning roles across a range of agencies — delivering brand strategy, communications planning, and cultural insight for global clients across automotive, FMCG, and technology.
2016 – 2019
Head of Strategy
140BBDO · Cape Town
Built and led the strategy department at a leading BBDO agency — managing a team of strategists, running new business pitches, and working as the senior strategic partner to major clients. Delivered brand strategy, innovation, and integrated campaigns for Johnson & Johnson, Distell, Coronation, Dunkin' Donuts, and Hunter's Cider, one of the world's largest cider brands.
2010 – 2016
Strategist & Researcher
Kantar Added Value · Young & Rubicam · FoxP2 · Cape Town
Strategic planning, brand research, and cultural analysis across South African and regional markets. Developed a grounding in semiotics and qualitative research that has shaped my approach to brand strategy ever since.