Part miner, part jeweller, I expose and refine nuggets of data till they’re transformed into illuminating, valuable insights and strategies or customer-centric innovations, concepts and opportunities.My career was forged as a copywriter and Creative Director in world class direct marketing agencies, interrogating and harnessing customer information to create targeted, personalised, relevant, brand-literate, behaviour-changing campaigns. Collaborating with brilliant planners and smart brave clients, our creative awards were also judged on results. Naturally curious, provocative and imaginative, I've shifted focus from brand challenges to business challenges; designing and innovating for customer-led experiences, futures and growth.