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Madeleine Webb

Senior Strategy & Insight Consultant
  • Suggested rate
    £487 / day
  • Experience3-7 years
  • Response rate100%
  • Response time1 hour
The project will begin once you accept Madeleine's quote.
Location and workplace preferences
Location
London, England, United Kingdom
Can work onsite in your office in
  • and around London (up to 50km)
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Skill set (7)
Madeleine in a few words
Experienced Senior Consultant with a demonstrated history of solving complex strategic challenges for clients across FMCG, finance, consumer healthcare, retail and hospitality.

Specialism in qualitative market research methodologies. Design, management and execution of single and multi-market ethnographies, digital communities, focus groups, and depth interviews.

Open to working with clients and agencies for all or part of brand strategy, insight and innovation projects.
Experience
  • Self-Employed
    Freelance Strategy & Insight Consultant
    November 2022 - Today (2 years)
  • CLEAR M&C Saatchi
    Senior Strategy & Insight Consultant
    CONSULTING & AUDITS
    February 2021 - September 2022 (1 year and 7 months)
    London, UK
    Lead/co-lead the design, management and execution of global strategy and insight projects for multinational businesses. Clients include Reckitt Benckiser, PepsiCo, Western Union, BP, London Legacy, The Macallan, Bacardi, Trinity College London, GSK and Miele.

    Standout work:

    London Legacy Development Corporation wanted to fully realise the commercial potential of the Queen Elizabeth Olympic Park whilst nurturing a successful east London community. Using a mixed methodology approach, I helped to define targets for brand and experience, brought to life to inspire partners, and with robust strategic success roadmaps for each.

    Nurofen wanted to understand how they could better meet pain relief needs for caretakers and their adult caretakees in Europe. Utilizing an online community that built a safe environment for vulnerable respondents, I developed a strategic ‘how to win’ audience engagement plan guiding future communications & innovation developments.

    Western Union wanted to deliver a brand experience that broadened its role in its core migrant audiences’ lives whilst attracting new higher earning audience groups. Drawing on international money management insights across 4 global markets, my team and I identified a unifying brand positioning that connected with the key needs of both audiences.

    Reckitt Benckiser account management; growing relationships and winning global projects with Nurofen, Gaviscon and Strepsils.
    Brand Strategy Innovation Project Management Qualitative Research Methodologies Insight Line Management New Business Development Strategic planning
  • Elephants Can't Jump
    Senior Brand Builder
    CONSULTING & AUDITS
    October 2016 - February 2021 (4 years and 4 months)
    London Metropolitan Area, UK
    Elephants Can't Jump is a Brand Strategy, Innovation and Market Research agency that focuses on marketplace success for their clients utilising insight-led methodologies. UK & global client base: Molson Coors, Argos, npower, Lloyds Bank, RNLI, Napapijri (VF Corporation), Li-Ning, Filippo Berio, Gü, Coregeo, Samworth Brothers and the Hurlingham Club.

    Standout work:

    Napapijri needed global strategic clarity to drive growth. Applying insights into current cultural trends, I worked with stakeholders to bring together a single brand vision – ‘Pioneer the Future’ – propelling the brand’s 2019 Futurewear campaign.

    Molson Coors sought to understand consumer attitudes towards health and alcohol. Working collaboratively with key stakeholders, and using a mixed-methodology qualitative approach, I identified and activated strategic growth platforms which led to new initiatives across the business, including the innovative Aspall’s Pip & Wild range.

    Agency communications development through planning and creating content for thought pieces including the ‘In conversation with the Elephants’ YouTube series.
    Brand Strategy Innovation Insight Brand Activation Copywriting Social media Communication strategy
Recommendations
Education
  • Bachelor's Degree, Anthropology BSc
    UCL
    2016
    1st Class Honours