Originally from New Zealand, I began my career as a creative, before shifting into strategy. I’ve worked in creative advertising agencies, research agencies, digital and film production companies and design studios. This breadth of experience gives me a holistic approach to the strategic and creative process.
A researcher at heart, I always begin with empathy, gathering human and cultural insights, no matter how resourceful I have to be to get it. I’m at my best when working collaboratively with clients and multi-disciplinary teams to frame business challenges, spot innovation opportunities and uncover insights to inform creative strategies for brands.
I’ve worked with a range of technology, lifestyle brands, including, but not limited to - Google, Meta, Instagram, Spotify, Tik Tok, Netflix, WeTransfer, TATE, Ocado, H&M, Ray-Ban, Gucci, YOOX Net-a-Porter Group, Zegna, Rosewood (Hotels & Residences), National Geographic, McLaren, Hendricks, The Financial Times and Mercury 13.
Some of my personal interests include, mid-century design, Noguchi, taking photos on my 35mm ‘soccer mom’ camera, hiking in nature, meditation courses, psychology, travelling, skiing and cooking.
- Qualitative Research
- Stakeholder Interviews
- Ethnographic Research
- Strategic Pitch Support
- Design & Innovation Workshops
- Competitor Analysis
- Brand Strategy
- Creative Campaign Strategy
- Product & UX Strategy
- Experience Strategy
- User Research & Testing