Consumer Researcher & Brand/ PR strategist.
I am a consumer researcher and marketing communication strategist. I combine both practice and theory based knowledge, skills and theories that I’ve gained during my education and work in consumer sociology and marketing management, to uncover brand advantage based on what simmers in culture and in the hearts and minds of people.
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As a researcher and strategist I help sports and fashion lifestyle brands gain understanding and strategic insight about their consumer through qualitative market research. I design and conduct anything from research approaches, moderated infield interviews, observations and focus groups, to final research reports and client workshops to provide deep understanding and clear strategic advantages for brand managers, marcom managers and merchandising managers.
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GOWTU Agency
Media & Content Strategy
In the lifestyle market, cultural currency and the correct tone of voice of a brand in both visual and text are paramount as consumer communities are the biggest bullshit detectors. Overseeing the Marcom approach and strategy side of media campaign roll-outs, it is my job to grab the attention in a legitimate manner via the right endorsers, media channels and tone of voice.
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Most of us are unfamiliar with the idea that our daily lives are highly dependent on sand. Equally, most of us are unaware that sand is running out. In a unique effort to educate and raise awareness around this untold narrative, I helped Post-Neon build a website that promotes their immersive VR campaign, from its website outline to tone-of-voice.
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A manifesto style letter letting a global industry know that the sustainable and transparent future of textiles lies with worriless play, uncharted creation, and an intuitive design app.
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A strategised approach to spreading the word about tech led textile trailblazers, who are leading a creative and industrial revolution, as they open the doors to fully traceable, bespoke textiles from yarn to finish.
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A bi-annual guide providing Fashion professionals trend insights of the city’s current in Fashion, Design, Hospitality, Culture and innovative creatives.
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If you are in need of strategies and approaches steeped in culture & consumer understanding.