Making sense of change.
Creating what matters.
An independent strategist working across brand, innovation, research and experience.
I help organizations understand people and changing contexts, identify meaningful opportunities, and turn insight into strategic direction, innovation and experiences.
20+ years across branding, qualitative research, innovation and experience design.
OPEN TO STRATEGIC ROLES
Markets change.
People change.
Expectations change.
And sometimes the problem is not that an organization needs more ideas.It needs to understand what is changing, what actually matters, and what is worth doing next.
That is where I work.I bring together research, strategy, innovation and participatory methods to help organizations move:
FROM INSIGHT
→ TO POSSIBILITY
→ TO DIRECTION
→ TO EXPERIENCE.
When older answers no longer fit
WHAT I DO
UNDERSTAND
Research, insight & cultural intelligence
I use qualitative research, observation and cultural signals to understand behaviours, tensions and emerging needs, and translate them into strategic opportunities.
IMAGINE
Brand, innovation and opportunity strategy
I help organizations explore where a brand, business, product or experience could go next, and identify opportunities worth pursuing.
MAKE IT TANGIBLE
Experience strategy, facilitation and co-creation
I design strategic experiences that help teams explore complexity, make ideas visible, align perspectives and move from thinking to action.
Strategy starts with understanding.
The most interesting strategic questions rarely arrive neatly defined. They sit somewhere between what people need, what businesses want to become, what culture is changing and what hasn't been imagined yet.
I bring together research, strategic thinking and creative practice to help organizations make sense of complexity, identify opportunities and decide what is worth building.
SELECTED WORK
From human insight to strategic possibility
Over 20 years, I've worked across branding, research, innovation and experience, from global FMCG brands to healthcare, technology, mobility and emerging businesses.
WHAT I DO
A FOCUS ON HEALTH & CARE
Rethinking Care
Because the future of care is not only about what we can do.
It is about what is worth doing.
Health and care sit at the intersection of systems, technology, human needs and everyday life.
My work in health & care looks beyond the clinical encounter — exploring how people actually live with conditions, technologies, treatments and care in their everyday lives.
Through research, strategy and innovation, I help organizations uncover opportunities for more meaningful products, services and experiences.
Research → Sensemaking → Innovation → Experience
Health & Care · Patient & Caregiver Experience · Innovation · Futures
STRATEGIC EXPERIENCES
When thinking needs to become an experience
Sometimes the best strategy happens when people experience it.
I design strategic experiences that help teams think differently, make complexity visible and move from conversation to action.
