INSIGHT & STRATEGY · FOR BRANDS
Turn complex data into a
clear commercial call.
I am the person senior teams bring in when the research is fragmented, the decision is big and the story is not yet clear.
Fifteen years turning consumer and category data into direction leaders can act on.
Insights for Brands.
Clarity for Leaders.
I help people make sharp decisions when the pressure is on.
Sometimes that is a market.
Sometimes it is a person.
When senior teams
bring me in
A growth inflection point and you need to know where to place the bet.
A transformation or restructure, with high-stakes decisions to make in the fog.
A wall of research and data that is not adding up to a direction.
A board or leadership team that needs one clear, defensible story.
What I do
STRATEGY & NARRATIVE
One Coherent Story
Turn fragmented research and behavioural data into a commercial growth narrative a leadership team can rally behind.
DECISION SUPPORT
Board Ready, Decision Ready
Executive reports, decision frameworks and strategic playbooks built for high-stakes calls, not for the shelf.
ALIGNMENT
Get the room pointing One Way
Facilitated leadership sessions that align marketing, commercial and executive teams around a shared set of priorities.
THE BEHAVIOURAL EDGE
The Why under the What
I read the consumer behaviour beneath the numbers, so the strategy is built on what people actually do, not just what they say.
TRACK RECORD
Built in global beauty and FMCG
15+
years in consumer
insight & strategy
£230m
beauty portfolio supported at Coty
Double
Digit
portfolio growth led at Galderma
Most recently Director of Consumer Insight & Strategy at Coty and Head of Insights at Galderma. At Galderma I drove consistent double-digit portfolio growth, outperforming key competitors.
At Coty I was insight partner across a c.£230m UK beauty portfolio spanning Rimmel, the UK's number one makeup brand and prestige houses Burberry, Hugo Boss, Gucci and Calvin Klein, through a period when Coty's prestige fragrance business grew over 20% and outperformed the market,
led by innovations including Burberry Hero.
How I work
Clarity over volume
One clear, defensible story, not a ninety-page deck nobody finishes.
Commercially grounded
Insight tied to the P&L and the decision, never research for its own sake.
Decision-ready
You leave with a call you can make, not a longer list of questions.
Behaviourally sharp
The why under the what, drawn from real consumer behaviour.
Have a decision that needs a clear story?
© 2026 Work in Progress Lab · Partner of The Mental Wellbeing Company
