Behave Launch, Growth & Leadership.- Developing the Behave Consultancy unit at Total Media by actively creating innovative solutions, acquiring new clients, building relationships with key stakeholders and generating differentiated insights. Tripled the forecasted three years target revenue.- Leading and training a team of behavioural analysts, researchers and insights executives on complex, multi-market TikTok strategy projects, reporting to and building relationships with senior TikTok clients; driving new streams of income from new TikTok departments, winning 8+ projects and turning the platform into a retained business across functions: marketing, PR, user growth, brand partnerships, creator and product.- Continuously building competitive and bespoke behave packages that combine and layer social listening and NLU with panel data, press aggregation and biometrics technologies; therefore working across a range of partners and developing diversified in-house capabilities.- Successfully owning the development of a behave-tailored discourse analysis framework that combines personality, emotional and thematic analysis. To name a few, this led a BBC-owned entity to exceed free trials target by 47% with applied nudges and unveil FT’s hidden opportunity with specialized apps (e.g. FT Alphaville) to grow key US segments. - Proactively adapting behave packages according to market demand. Strengthening and commercializing the ‘Audience Insights’ package during Q3 & Q4 2020 led to 21 client acquisitions and best-in-class client responses during Covid-19’s changing consumer behaviour landscape.- Turning Investec’s Private Clients website into their highest performing site by developing a bespoke UX strategy using AI Predictive and Biometrics. In parallel, shaping the brand’s social strategy, identifying and dissecting their B2C audiences to feed into their 2021 media plan and guiding financial advisors (B2B) in acquiring leads.

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- Pitch lead in a social pitch that drove the digital business of a Publicis core client to the agency - Led the research, planning and execution for the successful Q3-Q4 2018 UAE “Unskippable Lab” experiment with Publicis, KitKat and Google, which consisted in drawing consumer insights so powerful, it would reduce the propensity for targeted audiences to skip a KitKat ad- Identified brand challenges and consumer gaps in relation to three top clients’ core consumer groups (clients: Nido, Nescafé, Garnier), which resulted into a re-focus of primary target groups in the UAE & SA for 2019

Appointed as a Consultant for Bentley’s Global Crewe Headquarters as part of Imperial College London’s MSc Strategic Marketing program. Key Elements:- Organized a panel of experts in automotive, technology, luxury and consumer psychology in order to acquire insights related to Bentley’s positioning and to identify core areas of improvement- Based on market trends and extensive secondary consumer research related Millennial High Net Worth individuals, drew fundamental insights linked to the core tensions of the growing generation of wealth- Presented actionable solutions for improvement to Bentley’s global head of brand communication, who then launched a creative platform based on a major HNW consumer tension identified, coupled with asset design changes based on colour psychology and personality

- Developed the first regional communication strategy for Aquafina (a major PepsiCo brand), ultimately presented to/approved by the Vice-President of PepsiCo MENA- Responsible for conducting competitive analyses in order to monitor client’s brand performance. Also in charge of leading research projects with extensive consumer and market insights in order to guide communication campaigns (Clients involved: Johnson’s, Visa, Mercedes-Benz, PepsiCo and KFC)- Built strong relationships with BBDO clients, media partners and internal agency teams by providing innovative, constantly updated strategic proposals through strategy frameworks such as communication plans, digital channel maps, brand architectures and positioning platforms/perceptual maps- Recommended an in-depth consumer journey to effectively develop a Midea advertisement. In the concept development phase, Nielsen reported a 25% increase in Ad Recall following its application