I specialise in simplifying complex systems through a blend of big data and real human insights. My approach is practical and creative, focusing on purpose-driven products and services. At the core of my work is a commitment to sustainability and kindness, always considering people and the planet.

Lifework impact is a boutique strategy consultancy helping businesses adopt and adapt to build more responsibly for the future; driving for financial success, whilst also achieving a balance of positive social and environmental impact. In the belief that this leads to more resilient foundations for sustainable growth and a successful and long term future.

Recently held a 3 part series of events focused on how AI is reshaping design. There will be more interesting events coming up so keep an eye out on the Meetup page!

Phoenix is a boutique research and strategy consultancy focused on helping brands ensure that what their brand stands for, is actually represented through their products and services. I lead a small team of researchers and strategists to deeply understand user needs in order to optimize and build products that alleviate pain points, and align to business and brand promises.Example projects:• Noom: Redesigning the coaching service through an extensive and on-going program of cultural research, UX research (quant & qual), experiment concepting & development and experiment evaluation. As a result of over 60 experiments, the coaching service evolved into a multi-tier, ROI positive offering that provides users of different needs a solution that fits.• Muse: Exploration into new product and business models through extensive qualitative and quantitive research. From running surveys, observations and focus groups with existing users, to workshops with the C-suite, new product concepts were developed and tested.

I decided to take a year out and do a full time MA in Digital Design. Focusing on exploring more of the making and development side of product design. Working in multi-disciplinary teams, we worked on live project briefs in combination with lessons ranging from design ethics to speculative design to coding and development. https://www.masterdigitaldesign.com/Example projects:• TouchBox: For our final project we partnered with a start-up in the dementia space to help explore and build a product that could help early onset PWDs (from their 50s) stay longer at home before having to move into a care home. Through extensive literature research, observations of PWDs and care homes and co-creation workshops, we landed on the multi-sensorial approach to engaging and stimulating PWDs. Using music, we developed a system that was activated through touch between the PWD and a loved one where they could share a moment and recall a song from their past.• Smart Bin: Contaminating recycling bins with non-recyclable materials is a problem that results in whole bundles of recycling being dumped in land-fill. I invested and built a prototype for a smart bin that used image recognition to identify waste (e.g. paper or plastic) and then automatically delivered it to the correct bin. Through using a research through design approach, and learning the fundamentals of coding I was able to build a working prototype.

I headed up the research & innovation arm of Iris Amsterdam, managing a team of researchers & strategists & developers to deliver a range of research, innovation, marketing effectiveness, digital development & customer strategy projects. I manage a P&L, own & build client relationships, run new business pitches and help shape the strategic direction of the business.Example projects:• Uber EMEA: Developed and implemented a segmentation used across social channels. Creating consistency in content development and targeting across 52 markets, consisting of different levels of maturity and capacity. • Barclays: Research & measurement into Barclay's sponsorship strategy & assets, building evaluation framework and contributing to new sponsorship strategy of Women's Super League.

My role was split across business development, managing key client relationships, owning product delivery and helping develop a growing team. My focus was on helping empower brands to become more customer aware, using qualitative and quantitive data to develop innovative and measurable marketing products to help inform better decision making.Example products:• MINI: Worked with central and local markets to develop a suite of 6 online, realtime reporting products to enable a more consistent and transparent understanding of marketing activity and behaviour. Built the UX designs and managed a team of developers to build the products using Qlik.• QIAGEN: Customer insight development through qual & quant research to help better inform strategic marketing decisions through a deep understanding of their four key customer sets.

Helped build and manage the Amsterdam innovation and strategy team through owning client relationships, business development, project management & delivery.Example work:• Philips Lighting: Developed a product called M.O.C.A [Market Opportunity Contextual Analysis] to help global/local teams develop effective marketing to combat key business challenges through a 5 step approach. Implemented throughout 10 markets.• TomTom: Developed an internal measurement product called DBI [Digital Brand Index]. Building an online NPS type score through combining owned feedback data and publicly available online brand and product mentions, weighting the channels for level of impact, and analysing sentiment & volume in order to construct score. This process was replicated for key competitors in order to provide a benchmark. The score was used to understand impact of marketing and brand activities, crisis management and prospective campaign planning.

Moved to the Amsterdam office to help grow the Digital Innovation offering. Mainly focusing on three main clients; TomTom, Philips & Gibson, whilst also developing new business opportunities from new and existing clients. Areas of work are based around business performance optimisation through measurement and reporting, and strategic development for new brand/product launches.

Founder of social enterprise to help deliver information on environmental issues through digital content in an engaging way to the youth of today.

Skills include research and strategic planning across social and digital platforms, web & search analytics, brand surveys, social listening, brand strategy & evaluation across platforms and influencer identification & outreach.

Employee of the Quarter - Q2 Concise is a strategic consultancy that helps organisations create more profitable relationships with their customers. We do this through developing robust and actionable insights; driving succinct and profitable strategies; the pragmatic implementation of these strategies.