Independent Consultant

Brand, customer experienceand AI that actually ships.

I'm a senior consultant for brand, marketing and customer experience. I've spent my career moving between the insight and the execution — honing in on a golden insight, then planning closely with creatives on how we bring it to life.

These days that includes helping teams use AI without losing their voice: better research, faster content, sharper measurement, with human judgement kept exactly where it matters.

See how we could work together LinkedIn

One strategist. Every layer of the problem.

Brand and digital strategy, CX, content and creative development, team leadership and omni-channel marketing — across a diverse range of global brands.

01 / Brand & Comms Strategy

Find the golden insight

Positioning, messaging and integrated communication strategy that gives every channel the same spine.

02 / Customer Experience

Map the whole journey

CX and EX audits, journey mapping and UX optimisation that close the gap between promise and delivery.

03 / Content & Creative

Make the work land

Content planning, copywriting and creative direction — from the idea through to produced assets.

04 / AI in Practice

Put AI to work properly

Practical AI workflows for research, content and insight, designed around brand voice and human judgement.

05 / Insight & Measurement

Turn data into decisions

Research and data translated into insight, with benchmarking and measurement frameworks that prove ROI.

06 / Workshops & Enablement

Leave the team abler

Facilitated sessions, playbooks and crisis comms frameworks so capability stays after the engagement ends.

Selected work

Three problems, three very different answers.

Beauty & Personal Care

NIVEA

The context: NIVEA was launching its first face care product for oily skin aimed at South Africa's lower-income majority market — a market that knew the brand mainly for premium body lotion.
The challenge: The price sat at the very top of what these consumers spent, and they believed only cheaper local brands truly understood oily African skin.
The solution: We turned perceived premium quality into a value argument: formulated for African skin by a brand they already trusted, lasting longer and working harder than the cheaper alternatives.

Financial Services

Direct Axis

The context: A lending institution that had rebuilt its business model after a reputation for trapping low-income customers in high-interest debt — but whose brand perception hadn't caught up.
The challenge: The always-on retargeting was vital for leads, yet its hard-sell CTA reinforced exactly the perception the brand was trying to shed, across very different customer categories.
The solution: Qualitative research fed category-specific content journeys toward financial wellness. Leads arriving via content were twice as likely to qualify for a loan as those from a sales-message ad.

Health & Fitness

Virgin Active

The context: Virgin Active RED launched as a lower-cost gym format in South Africa — quality equipment and facilities, without the pools and saunas of the full health clubs.
The challenge: A very broad target market, minimal online marketing support, and a real risk of diluting the premium Virgin Active brand sitting above it.
The solution: Rather than targeting everyone priced out of the health clubs, we positioned RED for a young, urban, aspirational audience as the more fun, relaxed, 'real' cousin of the main brand.

Offerings

Start small, or hand me the whole thing.

Three ways in. Every engagement ends with something your team can use without me. Prices are indicative — final scope is agreed after the first conversation.

Diagnostic

from €2,500

2–3 weeks

For teams who suspect something is off but can't name it yet.

Brand, CX or AI-readiness audit
Stakeholder and customer input
Live findings session
Prioritised roadmap you can act on

Enquire about Diagnostic

Sprint

Most asked for

from €9,500

6–10 weeks

For teams with a decision made and a launch to land.

Everything in the Diagnostic
Strategy built, written and delivered
Journey mapping or content system
Creative direction through to assets
Team workshop and handover playbook

Enquire about Sprint

Partner

from €3,200 / month

Retained, 3 months minimum

For founders and marketing leads who want a strategist on call.

Monthly strategic direction
AI workflow design and enablement
Creative and content oversight
Measurement review against ROI
Direct access between sessions

Enquire about Partner

How it works

A conversation

Thirty minutes, no deck. You describe the problem as it actually feels; I tell you honestly whether I'm the right person for it.

A diagnosis

A scoped look at the brand, the journey and the data — so we agree on the real problem before anyone builds a solution to the wrong one.

The delivery

Strategy and execution in the same pair of hands, finished with a workshop and a playbook so your team can carry it on.

About

This is me.

A journalism graduate turned copywriter turned social and digital lead turned strategist. I use years of integrated experience to craft solutions to problems — and I thrive on the nitty-gritty execution as much as on reaching the big idea.

Key skills

Brand communication strategy
Benchmarking & ROI measurement
CX & EX
Customer journey mapping
UX optimisation
Data & research into insight
Retention & advocacy
Client engagement
Content planning
Copywriting & creative direction
Crisis comms & social playbooks
Workshop facilitation