At Interrogator I chew a lot of pencils...........I help clients develop successful business, brand and communication strategies based on true understanding of the people that matter to them.My work often involves uncovering and utilising the small things that make a big difference in changing behaviour or driving customer loyalty. It is often about understanding the seemingly irrational, about system one vs system two thinking and how it influences decision making, about the principles of behavioural economics and its effect on us as human beings. It is almost always about understanding what customers need at different points of the customer journey.I have worked on research and strategy for companies and brands such as Campaign, Marketing, Glaxo Smithkline, Samsung, LG, Tate and Lyle, Sacla, Gourmet Burger Kitchen (GBK), RSPCA, British Heart Foundation, Marie Curie, The Vision Foundation, Sally Salon Services and Hermes amongst others.In addition to helping inspire and guide successful NPD for clients am also passionate about helping entrepreneurs to establish successful businesses. I have recently worked with several exciting start ups in sectors as diverse as fintech, health, life insurance and FMCG. In addition to providing customer insight and strategy, my work has been used to help raise VC funding for the next stage of development.

In this global strategy role for American Express I was responsible for developing comms strategy and working on brand architecture across a portfolio of product and service offerings including concierge services for the Centurion and Platinum Cards, the Invites programme, travel and insurance benefits and new product development. The role involved collaborating closely with clients and the agency team, analysing data and research as the voice of the customer, applying the principles of behavioural economics, developing messaging hierarchies across the customer journey, leading brand development workshops and collaborating with creative teams to develop great creative work.

During my time at the boutique comms and brand consultancy BANC I worked on a mix of brand consultancy and comms strategy projects. On the brand consultancy side these included brand positioning projects for GSK developing differentiating propositions for a number of well known pharmaceutical brands and categories. I also led the comms strategy for Sacla, working on the development of ground breaking new creative work as well as the positioning of new products within the brand architecture. I was part of the core team working on successful pitches for Last Minute.com and the launch of the John Lewis Partnership Card.

Working as Planning Director at Hakuhodo I led strategic comms planning for Hitachi and NEC, working with the creative teams on the development of pan European creative work and leading Europe wide consumer research. I also led successful pitches for Mizuno, Muji and Asahi beer.

Responsible for a team of Account Managers and Executives I led the day to day running of the Samsung, Triumph (bras not bikes) and National Savings advertising accounts as well as working on Danepak, Typhoo tea, Cadbury's drinks, Hellmann's Mayonnaise, Oasis holidays, Ocean Spray, Weightwatchers, and Bristol Myers. Ensuring the profitable running of these accounts, I coordinated the development of award winning, effective creative work and wrote an IPA advertising effectiveness paper for the work on Cadbury's.

I cut my teeth in advertising working first in Media and then in Account Management on Procter and Gamble, Royal Mail, Masterfoods, Horizon Holidays, Lotus software and Buitoni liasing between clients, creative teams and the planning and media departments to develop some great creative work.