I am an insights and brand strategist with a career across Europe, and the U.S. helping billion dollar brands answer the question: what really drives human choice.

From beauty routines in Saudi Arabia and the UK, to fitness culture in Shanghai to digital banking habits in Seattle, I’ve spent 15+ years helping brands cut through assumptions and get to the truth of what makes people buy, switch, love, and stay loyal.

Here’s what I’ve learned everywhere I’ve worked:
Most companies don’t lack data they lack clarity.

That’s where I come in.

Whether the challenge is segmentation, brand positioning, competitive pressure, or innovation stalling out, I turn complexity into clear decisions and action. I’m the person teams call when the problem is hairy, the stakes are high, and the business can’t afford guesswork.

If you’re trying to unlock growth, sharpen your strategy, or understand your consumer on a deeper level, I’m here to make that path unmistakably clear.