Expertise | Commercially Driven Brand and Business Strategy, Strategic Foresight and Cultural Insight, Proposition Development and Innovation, Business Transformation
Strategy Director | The Future Laboratory
Led futures and cultural insight-driven category, consumer, brand, placemaking and business strategy projects for BBC, Debenhams, Airbnb, Adidas, UBS and Westfield amongst others.
Senior Consultant | Dragon Rouge
Led global strategic brand positioning, consumer insight and innovation projects for a range of clients, including Heineken UK, Marks and Spencer, Unilever and Mars Wrigley.
WHY I LOVE WHAT I DO
When a business rallies, organises and energises around a clear, human-centred purpose, it makes people’s lives better - from the employees who find themselves more motivated by what they do, and enjoy it more, to the customers who have a better service and product experience and engage more deeply with the brand and business as a result.
A BUSINESS RESULT I AM PROUD OF
Working with a major media organisation to reinvent their youth marketing approach mindset and departmental structure for a post-broadcast content-driven digital age.
Shifting the mindset of the leadership team of a very traditional retail property developer to enable them to make the business model changes needed to stay ahead of changes in the retail consumer landscape, and create truly game changing new lifestyle destinations… then working with them to create the vision and detailed plans for the first of these market-leading destinations.
A BUSINESS REINVENTION I ADMIRE
For years, Under Armour was just another technical sportswear brand, never quite managing to compete with Nike and Adidas. But in 2013 it made the first of a series of ongoing fitness technology acquisitions that signalled a major change in business strategy, to focus on connected technologies as the core of their offer, encompassing ‘how athletes live’, not just how they dress… and the power of the data those technologies provide. To achieve this, they had to reinvent their operating model and organisation structure, and these days they have more in common with a tech start up than a traditional apparel business.