Award-winning, insight, brand and marketing Leader with 10 years’ experience in global consumer goods and services. I bring structure, strategy and creativity to businesses wanting to grow by connecting closely with their customers. My approach is simple; I develop consumer driven and digital-first strategies that differentiate, while creating lovable products, timeless content and unforgettable customer experiences.Locked Pro Plan feature
I manage product marketing, research and branding for CUP’s best-selling titles. I have been awarded for my customer-first approach, whilst championing several ‘firsts’ for the business. • Launched a brand-new product “Evolve”, a revolutionary course placing CUP at the forefront of education technology. • Rejuvenated our best-selling title ‘Grammar in Use’ in a declining market by maintaining customer engagement and strengthening relationships with key stakeholders. • Instrumental in refreshing CUP’s Amazon pages with a new digital sales strategy, which has enhanced our brand presence and increased conversion rates. • Supported global sales teams with effective marketing strategies, customer engagement materials and toolkits to successfully target and grow new and existing customers. • Introduced the use of influencers to reach new audiences in key markets.
Managed consumer research and marketing strategy for clients across various sectors including publishing, FMCG, automotive and beauty. Key accounts: L’Oréal UK, KFC, Sky, Vodafone, Skoda, Church & Dwight. • Managed L’Oréal’s first ethnographic study into Black and Asian women's beauty rituals. • Championed the in-house utilisation of qualitative and co-creation methodologies to enable clients innovate collaboratively with their customers, providing several customer-first products. • Improved the agency’s capabilities in the utilisation of online communities as a research tool, thus speeding up research timelines and providing faster insights to clients. • Acquired several new accounts while re-established some dormant accounts including including, Taco Bell, Unilever, Hachette, .
Kantar Media/The Futures Agency, ‘Made of More Project’ – London & Nigeria • Planned and moderated Gen-Y focus groups, exploring the concept of identity to understand the key behavioural attributes of the African consumer. The insights were used to develop a character framework and strategic recommendations.
Unilever Ventures, ‘REN Acquisition follow-up study’ • Following Unilever’s acquisition of REN, I moderated a focus group and embarked on primary research using semiotic analysis to unravel insights that helped Unilever understand how to take the new cult beauty brand to a mainstream audience.
Unilever, ‘Beautiful thinking project’ Produced a short film on beauty trends, featuring valuable insights on the world of premium beauty, focusing on the skin, cosmetics and haircare segments. • Facilitated co-creative workshops for internal stakeholders, providing insights on the nuances within a diversity of communities on the interpretation of beauty.
Journalism & Media Communications
Recognition for championing Customer First pillars in Product Marketing.
Do it Now, Now & ASOS – Panel Speaker – Anti-pop Retail (
Mash Strategy Studio – Expert Speaker – Global vs. Local
Unilever & Pitch CMI – Expert Panellist – Perspectives from Africa
Awarded for my insights into consumer culture in Africa. Awarding body: Africa Together, The University of Cambridge.