A decade at the intersection of culture and consumer insight — shaping brand strategy and experience design that holds.
Senior brand and cultural strategy consultant with nearly a decade translating consumer insight and cultural intelligence into brand strategy, experience design, and market entry — across beauty, luxury, spirits, CPG, and technology.
Deep expertise in qualitative research, ethnographic fieldwork, and cultural trend analysis — using what people actually do, feel, and want to shape how brands position, launch, and grow. Experienced across the full strategic lifecycle, from upstream insight through experiential activation and post-project analysis. HEC Paris MBA. Open to New York and Paris-based opportunities, with fluency across 5 languages and direct experience in the US, Europe, Asia, and LATAM.
Building brand architecture from the insight up — positioning, narrative hierarchy, messaging strategy, and campaign planning for organisations navigating growth, reinvention, or market entry. Translating consumer and cultural research into clear strategic direction that holds across every touchpoint and stakeholder conversation.
In-depth client interviews, ethnographic field observation, and in-store shopper research to surface how people actually experience brands — not how they report experiencing them. Turning field notes into strategic insight, and insight into briefing material that teams can act on. Experienced across retail, beauty, hospitality, spirits, and technology environments.
End-to-end go-to-market planning — from segmentation and competitive mapping through retail positioning, channel strategy, DTC acquisition, and post-launch performance analysis. Comfortable with category creation, new geography roll-outs, and consumer re-engagement alike. Strong on both the strategic architecture and the operational detail required to execute it.
The architecture of client retention: segmentation models, loyalty tier structures, lifecycle journey mapping, KPI frameworks, and post-programme performance analysis. Experienced designing programmes that move clients from first purchase through repeat engagement and long-term relationship — including for HNWI and VIC client profiles requiring a highly personalised approach.
Full-cycle planning and delivery of brand experiences — from in-store activations and product launches to multi-city event programmes. Covers concept development, stakeholder briefing, on-the-ground execution logistics, traffic-to-conversion tracking, and post-event analysis. Experienced managing complex, multi-stakeholder activations across high-footfall retail and hospitality environments.
What makes a VIC feel seen? Not data. Choreography.
Client segmentation model, boutique experience design, SA coaching guidelines, and 25+ qualitative client interviews to map the end-to-end client journey. Phased improvement roadmap with Qualtrics-driven KPI benchmarks and post-programme retention analysis.
The gap between the boutique and the DM is where clients leave. We mapped where.
In-store qualitative research and physical-to-digital journey mapping for Tiffany & Co., identifying friction points across the boutique-to-digital client handoff and informing the personalised engagement strategy.
CHANEL asked what its voice should sound like in your living room. We gave it 150 answers.
Architecture of CHANEL's global voice brand strategy across Alexa, Google Home, and Siri. 150+ personalised client interaction flows, 40% uplift in luxury brand discoverability, strict tone-of-voice standards maintained at every touchpoint.
Counter traffic is not client loyalty. We built the bridge.
Prestige beauty counter clienteling strategy inside Nordstrom and Neiman Marcus. SA training programmes, in-store engagement scripts, and traffic-to-conversion tracking frameworks across key department store doors.
A new category. 10M impressions. A strategy that assumed the audience was smart.
Full client engagement strategy and in-market activation for GM Energy's U.S. launch. Personalised onboarding journeys and early retention strategy across the new client base.
Four SKUs. Two markets. One strategy built from what people actually buy — and why.
Ethnographic shopper observation and in-store consumer research underpinning the full retail positioning strategy. DTC client acquisition and loyalty design across 4 SKUs. $4.2M+ year-one revenue.
Champagne as lifestyle, not occasion. Three markets, one year, a lot of rosé.
Integrated client engagement and brand communication strategy across Belgium, France, and the UK. Managed outreach plans, contact rate tracking, and in-market activation calendars for one of France's most recognised Champagne houses.
What would Saint Laurent smell like as a wellness ritual? We built the case for it.
Full brand strategy, GTM plan, and 5-year P&L for a first-to-market Saint Laurent adaptogenic wellness line. Presented to Kering and Saint Laurent leadership as part of the Influential Luxury Strategy Consulting programme.
Field notes from a third-culture kid turned expat living (and marketing) across continents. Mapping the social and commercial shifts that shape markets, behaviour, and what lasts. Home for cultural chameleons, human or brand.
Brand Strategy · Cultural Intelligence · Consumer Insights · Trendcasting
India's high-net-worth consumer has outgrown the gift-with-purchase moment. Field notes on why the brain responds differently to cultural recognition than to cultural tourism — and what that means for brands still treating India as an emerging opportunity rather than an evolved one.
Read on Substack ↗ The Elsewhere EffectSwapping the model, translating the copy, adding a regional hashtag — localization as reflex. But for audiences whose identities exist between cultures, that playbook triggers the wrong neural pathways. On what it actually takes to market to people who belong everywhere and nowhere at once.
Read on Substack ↗ The Elsewhere EffectThe most valuable consumer today doesn't fit a market segment or a geography. She's a cultural chameleon — moving between cities, codes, and reference points. Field notes on what neuroscience tells us about how fluid identity shapes brand perception, and why the brands winning aren't the ones targeting her, but the ones reflecting her.
Read on Substack ↗