My CV
Strategy & insights consultant with deep experience using data to tackle a broad set of strategic problems including brand, innovation and go-to-market across consumer sectors. I have a proven track record of building client accounts, and insight and strategy programs that help businesses put their consumers at the heart of decision making.
Experience
Education
2025
Freelance Insights and Growth Strategy Consultant
(Self-Employed)
Driving consumer insights and strategy projects
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Developed quantitative consumer segmentation for Octopus Money
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User research & UX design for OM onboarding tool
2024-2025
Reckitt Benckiser
Global Senior Manager, Strategic Growth
(Fixed term contract)
I managed the development, analysis and strategic deployment of large-scale consumer segmentations
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Quant Analysis & Project Management: I led global segmentation programs designed to drive customer-centric decision-making across LATAM, ASEAN, and ANZ markets
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Strategy: I engaged cross functional Global and local R&D, category, Marketing, and Sales teams to apply a business lens to the consumer insights - developing recommendations relevant to their business needs and local contexts.
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Capabilities: I led the development of a strategy toolkit- enabling our team to facilitate strategic planning across trade activation, product innovation and brand positioning
2023-24
EdenLab
Global Senior Manager, Strategic Growth
I leveraged consumer and sustainability data to build out brand positioning, comms and innovation strategy around key sustainability topics
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I partnered with EdenLab (www.edenlab.co) to help the Global Sustainability Team of a Consumer Goods business (€6bn+ revenue) evaluate Market-level regenerative agriculture efforts and translate supply-chain activities into new customer engagement opportunities
2023
Rapier UK
Principal Consultant
(Fixed term contract)
Rapier UK is a SaaS Customer Analytics Platform. I managed strategic product development and led Retail go-to-market strategy , helping the organisation navigate a rapid period of change, risk and ambiguity.
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Product Owner: I managed concept development, requirements gathering, dashboard design and user testing for new machine learning-driven analytics products
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Business Development: I led go to market for the Retail sector, including new lead generation and pipeline management
2021-23
Deloitte Canada
Brand Purpose and Sustainability Consultant
Led high-profile CEO-sponsored engagements to galvanise organisations around corporate purpose and sustainability through brand, communications, programs, and innovation efforts.
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Executive facilitation: Designed and facilitated strategy and planning exercises with VP and C-suite clients; providing external analysis, challenge and advice
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Creative strategy & briefing: worked extensively with creative teams to design campaigns and programs
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Account management: Managed client relationships and strategy development with complex international organisations, including Canada’s largest brewery, and two energy & resource sector leaders
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Sales: Managed a sales pipeline of more than $1.5m / year; scoping, budgeting, and pitching projects to clients
2017-21
Deloitte Canada
Insights, Innovation and Customer Strategy Manager
​Built a Human Centred Design consulting practice in Vancouver, Canada. Led cross-functional proposition and UX design teams using human-centred design methods bridge the gap between strategy and implementation.
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Consumer research: Coordinated, executed, analysed findings from qualitative & quantitative research, including:
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Built out learning agendas, ran qual & quant research, and integrated findings into product roadmaps
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Led qualitative research and user testing programs to quickly gather feedback and refine innovation pipelines (e.g., feature prioritisation, commercial sizing)
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Worked with analytics teams on quantitative customer segmentations for national grocery retailers, transportation businesses and FMCG businesses
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Product Strategy: developed product roadmaps across all stages of product lifecycle
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Project management: Managed project deadlines, budget, and progress reporting (internal & external)
2015-17
Perrigo UK
Commercial Strategy and Insights Manager
Responsible for the profitable growth of a portfolio of household name healthcare brands; bringing commercial rigor, customer insight and collaborative planning to build customer loyalty and competitive advantage.​
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Brand management: collaborated with cross-functional teams including marketing, sales, finance, demand planning and supply chain) to develop brand plans and budgets
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New product development: launched four new products across three categories; (Yokebe, Dermalex Repair and Restore, Hunger Buddy, Nytol Herbal OAN)
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Category strategy and shopper insights: provided advisory services to retailers on category strategy.
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Data and analytics: Led procurement of new sales tracking software and built new excel-based reporting tools
2012-15
Perrigo UK
Commercial Strategy and Insights
Developed and communicated brand strategies across a range of blue-chip clients focused on the spirits, consumer goods, and services sectors.
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Reports and presentations: Designed strategic documents including toolkits to enable decision making in client businesses
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Market scoping: developed international growth strategies, including size of prize & market segmentation for leading spirits brands
2009-2012
University of Oxford
Human Sciences
​Bachelor’s Degree, Human Sciences, Oxford University, St Catherine’s College (1st Class)
