About me
THE BACKGROUND
I have always been drawn to marketing that disappears completely. "Cutex" became a synonym for nail polish, while "Tetra Pak" became the synonym for the carton packaging used for milk and juice. That, to me, is a brand winning so completely that it stops feeling like a brand at all, and that fascinates me.
On an academic level, that curiosity took shape through an MSc in international management at the University of Bath, and before that a business degree focused on finance and taxation. The finance side is why numbers are usually part of how I read a brand: pricing, margins, and what a number is actually signalling. The MSc is where I got more interested in strategy and how people actually decide.
Those two together are why I notice small things and keep pulling at them until I understand why they work. Why a price ends in .99, why two campaigns doing basically the same thing land so differently, or why one line in an ad works and the one right next to it doesn't.
That habit found its actual target on a shop floor, of all places. As Apple's Product Champion at Virgin Media O2, I kept noticing the same launch messaging land with one customer and completely miss with the next, sometimes within the same hour. It made me curious about who decides how a product gets framed before it ever reaches someone like that on the floor, and that curiosity is what led me to product marketing.
Two years of commercial experience across corporate, retail, and non-profit sit behind that curiosity now. I also hold certifications in Google Digital Marketing, Google Analytics, Fashion and Luxury Management from Bocconi, and Inside LVMH.
THE EXPERIENCE
THE PROJECTS
Every project on this site is really the same problem, just from a different angle. Bright STAR and Virifides are that problem in B2B, one is evidenced GTM strategy for a live buyer, the other is a positioning and market analysis exercise. Anasa, Tiffany, LVMH Horizons, and Burberry are the same problem in luxury, where people decide slowly and the wrong channel can damage trust instead of just wasting money. Marie Curie works it from the other direction, a full campaign with real numbers behind it, so the thinking isn't just theory.