Description

In a world saturated with noise and competition, brands are increasingly at risk of succumbing to mediocrity in their quest for popularity and likability.

As a forward-thinking brand and design strategy leader, I recognise the imperative to push boundaries and propel brands into the forefront of the zeitgeist, crafting distinctiveness and differentiation into them for effectiveness across the modern media landscape.

My 16 years of experience working across brand, design and conceptual strategy has taken me to the US, Australia, Amsterdam and back to London, bringing a fresh and adaptable strategic and cultural perspective.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

Mischief Maker Design Studio.
STRATEGY PARTNER & CO-FOUNDER
January 2025 - January 2026 (1 year)
Co-founded Mischief Maker, a branding studio made to misbehave. Leading and executing all strategic work. Leading studio PR and marketing, generating coverage in Design Week, Creative Boom, Design Next Podcast and strategic brief writing duties for D&AD New Blood 2026. Partnering across new business and lead generation. Projects to date:
• ● NTW Premium Coffee Brand Creation
• ● NTW Functional Snacking Brand Creation
• ● NTW Gin Brand Creation
brand creation design strategy Positioning strategy creative territories
So Now What? A Strategy Studio.
FREELANCE BRAND, CREATIVE & DESIGN STRATEGY CONSULTANT
January 2024 - Today (2 years and 5 months)
Strategy consultant, largely working with brands directly in the EU & US, delivering portfolio architectures, positioning, cultural & packaging semiotics analysis and creative territories.
— Pepsico Sips n bites (Quaker, Doritos, Lays, New To World)
— Ragged Edge
— Angry Gods
JKR London
GROUP STRATEGY DIRECTOR
January 2020 - January 2024 (4 years)
A key business and pastoral leader of the London Strategy team (20+ staff), I brought fresh and conceptual thinking to a more traditional compliment of strategy leaders. This led to year on year growth and positive recognition internally and externally, plus the responsibility of leading our biggest revenue and fame driving accounts.
• ● I led brand and experience strategy for globally renowned brands, including:
◦ ● AB InBev (inc. Stella Artois, Budweiser, Leffe, Kona, Becks, BEES) : Achieved x2 Cannes Marketer of the Year (2022 & 2023), Effies Most Effective Marketer of the Year (2022), and ranked #1 in WARC's Creative and Effective 100.
◦ ● Big Issue Group
◦ ● Pret a Manger
◦ ● Mars Innovation & Food (NPD Snacking brands & Bens Original)
◦ ● Unilever (Knorr, Love. Beauty.Planet)
◦ ● Kelloggs (Pringles, Cereals)
◦ ● Lipton
• ● Key voice in the London leadership and strategy teams, line managing and nurturing the development of multiple strategists and partnering with senior business and creative leaders to elevate the understanding, value and relevance of strategy across projects.