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Work Background
Freelance, self-employedBrand Strategist, Copywriter & Presentation Designer
Mar. 2026United Kingdom
PearlfisherStrategy Director
Mar. 2023 - Mar. 2026United Kingdom, LondonThe classic brand strategist skillset, but with a little extra love for brand storytelling. From brand positioning to portfolio architecture, brand creation to creative strategy, packaging to brand world, ideation to innovation.
Drinks (booze and beyond booze), Food, Personal Care, Corporate, Charities & International Organisations.
PathPrincipal Strategist
May. 2021 - Feb. 2023London, England, United KingdomDeveloping brand strategies and creative design platforms by leveraging trends, visual equity analysis, category audits and consumer insights. Working with clients across sectors including FMCG, luxury, spirits, beauty and personal care, often with a focus on sustainability.
Collaborating with designers from concept to launch across visual identity, product, packaging, portfolio architecture, comms, activation and brand world. Working with external partners for quantitative and qualitative consumer research.
Planning and facilitating forecasting, co-creation and design sprint workshops with clients and designers, including sustainable packaging, materials and innovation.
Co-author/host of Path’s people-planet-profit articles and podcast, Earth Matters. Thought-leadership on design, trends and innovation. Producing compelling, visual decks and reports to present research and strategy findings to clients, senior management and colleagues.
PathSenior Strategist
Mar. 2019 - May. 2021London, Greater London, United Kingdom
Self-EmployedCreative Strategist
Nov. 2018 - Feb. 2019London, United KingdomBrand, retail and experience strategy and design. Creative storytelling and presentation design.
ielo designLead Strategist
Oct. 2017 - Oct. 2018SingaporeConceptualization and storytelling.
Creative brief development.
Brand, retail and experience strategy and design.
Shopper journey development.
Market research.
Copywriting.
ielo designGraphic Designer & Client Manager
Jun. 2016 - Oct. 2017SingaporeStrategic design solutions.
Retail spaces, F&B, B2B and B2C communication, branding, layout... Account and client management.
EYSenior Consultant
Oct. 2011 - Mar. 2014Brussels Area, BelgiumEvaluations, impact assessments and strategy development for the EU Digital Agenda and entrepreneurship. Business development and pursuits team, developing the technical content of proposals for EU tenders and liaising with external subject matter experts. Framework contract management.
EYConsultant
Apr. 2010 - Oct. 2011Rome Area, ItalyResearch studies, evaluations and impact assessments for EU-funded programmes. Internal marketing for EY's Global Government and Public Sector department, including researching and co-authoring studies and marketing publications directed at international organizations and public sector institutions.
EYIntern
Jan. 2010 - Apr. 2010Rome Area, ItalyData collection and analysis for the evaluation of EU-funded programmes. Support to internal marketing activities for EY's Global Government and Public Sector department.
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