PEOPLE / CULTURE / BRAND
From a studio in London to a boardroom in Vancouver,
From villages in Zambia to the back streets of Sao Paolo,
From downtown Beirut to North Congress in Austin,
I've been lucky to work with amazing people every day.
Together we’ve been an incredible force in making things happen,
Things that might just have made the world a better place.
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Everything I do begins and ends with people. People are the heartbeat I listen to.
I believe understanding people, context and culture is a strategic imperative.
I believe understanding and harnessing the power of emotions creates competitive advantage.
For over 20 years I have been building brands and businesses from one core principle; they are built by, and for, people.
I am passionate about exploring the systems we each live in, discovering what drives our emotions, thoughts, behaviour and decision making (what influences, motivates and empowers us) and uncovering the amazing and complex human insight that unlocks immense potential, inspires creativity and galvanises action.
It lets me see what isn’t always obvious, what others often miss.
It enables me to make connections and spot patterns that often go unnoticed.
It allows me to see possibilities and identify opportunities lurking out of sight.
It’s taught me to distinguish signal from noise and identify meaning in chaos.
It’s shown me the power of imagination and the importance of intention.
Whether it's building and nurturing a brand, winning and developing new customers/clients, or growing a business from the inside by helping people be their best selves; understanding people is my foundation.
My journey has taken me from a fresh faced young copywriter at Young & Rubicam to the board room of a major software company.
For over 20 years I have been designing and developing strategies to help brands truly engage people with the people they want to serve.
My work has taken me from copywriting ads, through conducting Behavioural Science research, to developing attention-earning and trust building strategies for established, newly created and in-distress brands.
IN COLLABORATION WITH
Upstream / Ipsos / Havas / Siegel & Gale / Landor / Interbrand / Pentagram / The Partners / Purpose / Hat-Trick design / NB Studio / Radford Wallis / Rabbit & Hare / Together / Williams Murray Hamm / Brunswick / MIMO / IPSOS / Butterfly / Final Mile / Tribal / JWT / DDB
It’s given me honour of being able to mentor Imperial College London’s MSc Marketing Cohorts on Branding and Engagement (2016-2017) and mentor the founders of small agencies (advertising, marketing, research and recruitment) on culture design, team building and leadership.
Work history
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ConsultantWe Are Instinct
London, United KingdomFreelance
Independent Marketing Consultant:
TECH CLIENT: Working with a team of entrepreneurs as they seek to operationalise culture.
LIFESTYLE CLIENT: Working with the founders of an AI-led lifestyle app (currently within an accelerator programme) to build an engagement-led growth cycle. Consumer profiling/behavioural modelling and earned attention strategies.
AD-TECH CLIENT: Working with the CEO and Management Team of a leading Ad-Tech company on their global growth strategy (Marketing, Client Relationship & Development, Sales).
FINTECH CLIENT: Working with Founders of a fast-growing FinTech platform on their culture and recruitment strategy.
LIFESTYLE CLIENT: Advising an early-stage Lifestyle Start-Up on leadership, culture and early user engagement programmes.
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Chief Marketing OfficerResponseTek
- Vancouver, CanadaFull Time
Worked with CEO and Executive Chairman of ResponseTek (leading Customer Experience SaaS Technology company) to reposition the brand and product/service portfolio, drive the innovation pipeline, redefine and implement go to market strategy to drive increased valuation preparing the business for sale. Restructured and recruited new marketing team, focus on content-led strategy.
Increased demand generation by 400% lowered cost per lead/cost per sale by over 70%. Developed, edited/curated “Ignite” thought leadership platform; recruiting and working with experts in CX, Behavioural Science/Economics. (Deal signed with ESW Capital to acquire business 8 May 2018 – since incorporated into Ignite Technologies).
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Skills
- Marketing
- Copywriting
- Research
- Brand Strategy
- Innovation
- Brand Engagement
- Customer Experience
- Customer Behaviour
- Strategic Marketing
- Consumer Culture
Education
BSc PsychologyThe Open University
London, United Kingdom
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GCSE x 10St Mary's Cambridge
Cambridge, United Kingdom
10 x GCSE including French & German
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