Overview

I provide flexible, high-impact interim and fractional support in Consumer Insights & Brand Strategy, helping businesses across FMCG, Retail, Durables, and Non-Profit unlock growth and drive transformation.

Services

As an experienced interim and fractional Insights & Strategy professional, I offer flexible, high-impact support to businesses seeking to unlock growth, navigate transformation, or fill critical capability gaps. My interim assignments typically span several of the areas outlined below, delivering integrated solutions tailored to each client’s needs.

• Deliver impactful interim business solutions in Insights & Strategy across sectors.

• Design and execute tailored consumer and shopper insight projects, encompassing segmentation, brand positioning, brand health tracking, demand space mapping, creative development, visual identity and packaging research, and category visioning.

• Provide strategic consultancy to evolve and enhance the role and effectiveness of the Insights function.

• Perform comprehensive reviews of existing consumer, shopper, and market data to generate actionable hypotheses and uncover knowledge gaps.

• Conduct brand diagnostics leveraging the 'How Brands Grow' framework, focusing on mental and physical availability to define clear brand growth strategies.

About

I’m a forward-thinking global insight marketer with over 25 years of experience shaping consumer-centric strategies across sectors including Alcoholic Drinks, FMCG, Durables, Retail, and the Third Sector. I specialize in distilling complex business challenges into clear, actionable insights that fuel brand growth and strategic decision-making. With a broad skill set spanning a wide range of insight tools and methodologies, I combine analytical rigor with strong stakeholder management to deliver meaningful business impact. My key passions include audience understanding, brand positioning and refresh, segmentation, and embedding insights deeply into business culture and processes.

Throughout my career, I’ve had the privilege of working on some of the world’s most loved brands, including Ballantine’s, Dirt Is Good, Pepsi, 7UP, LEGO, and UNICEF. My professional journey has taken me around the globe — having lived in Prague, Cairo, Casablanca, Dubai, and London — enriching my perspective and deepening my ability to connect with diverse consumers and teams.

I live in the picturesque city of Bruges, Belgium, with my two  playful Egyptian Mau cats. Outside of work, I’m passionate about true crime — from documentaries to podcasts — and enjoy exploring the psychology behind real-life mysteries as much as I do historic streets.