Career

Career Highlights

Unilever Ice Cream
2025

Senior Consumer Technical Insight Lead – EU ANZ

Redefined innovation pipeline by designing research frameworks, prioritising benefit-led technologies - delivering faster time to market.
Uncovered growth platforms by shaping product experiences through consumer-driven design - strengthening market performance.

Consulting
2024

Consumer & Shopper Insight Consultant

Delivered strategic insights, for consumer & category projects that strengthened sales performance for leading brand owners.
Introduced commercially relevant outputs for clients by upskilling the team, boosting capability and overall performance.

Tropicana Brands Group
2022-2023

Consumer Insight Lead

Directed a £1.4m insight programme, delivering strategic projects that strengthened brand performance across three leading juice portfolios.
Repositioned brands by leveraging consumer insight - optimising marketing investment and uncovering new growth platforms.

Accenture
2021

Insight & Strategy Consultant

Uncovered new market entry strategies by directing a global consumer study. The results shaped Accenture’s business planning for client solutions.

Mattel
2020

Shopper & Consumer Insight Manager

Captured shifting consumer behaviours during the pandemic by creating a lifestyle tracker, which enabled the brand to adapt strategy in real time.
Guided local market strategies by leading insight projects across EMEA - steering new growth opportunities and closer consumer alignment.

Butlin's
2018-2019

Head of Guest Insight

Shaped greater guest-centricity by establishing foundational insight that resulted in deeper understanding and repositioning of brand purpose.
Guided guest propositions by designing trip-based segmentations enabling marketing comms prioritisation.

Pernod Ricard
2017-2018

Senior Shopper Insight Manager

Delivered strategic recommendations for campaign ROI, and ecommerce path to purchase using shopper insight – improving campaign effectiveness.

Tesco
2015-2017

Shopper Insight Manager

Drove stronger performance by leading multiple strategic projects - resulting in the adoption of insight-led strategies across the business.
Transformed the seasonal event strategy by introducing a missions-based framework - resulting in double-digit sales growth across priority categories.

Kantar Retail
2014-2015

Associate Director

Established shopper missions across 10+ markets for global clients – directly influencing value propositions that drove category growth.

Earlier Career

Includes research and marketing roles

with Coca‑Cola, William Hill, Oxford Intelligence, and other leading consultancies.

Skills Summary

Creative problem solving
Market research expertise
Multiple methodologies
Strategic planning
Team management
Budget management
Stakeholder management
International research
Innovation & NPD
Brand & Campaigns
Social listening & AI
NPS, CSAT & CX programs

Professional Development

Education

MBA (Distinction) - Leeds University

Winner of Best Marketing Plan - Barclays

BA Hons (2:1) Politics & Social Sciences -Westminster

Trainings

Market Research Society Accreditation Conjoint Analysis / Segmentation / Advanced Analytics

Leadership & Business Development

Conference Speaker

Neuromarketing World Forum
Executing Shopper Insights
Shopper Insights Seminar
Art of the Possible