Clients and categories
Some brands I've partnered with.
30+ brands across 8+ categories and 10+ markets.
Most organisations have more data than they know what to do with. My job is to cut through it, find what actually matters, and make it usable for the people who need to act on it.
Half the time the brief is not quite right. I work backwards from the decision that needs to be made, not the data that's available.
SEA, N.Asia, AU, IN and CN are not one region. I know where the patterns hold and where they break, and I know which insights travel and which don't.
I link what consumers do and why they do it to the brand, category and business metrics that actually matter.
Findings that sit in a deck and go nowhere are not insights. I translate and execute implications with teams to drive clear impact.
I have worked across positioning, innovation, portfolio, media investment and market entry. I know where research can genuinely move the needle.
I am comfortable presenting to regional and global leadership, aligning stakeholders who disagree, and holding a point of view when it is challenged.
Identified an on-the-go protein demand space and shaped proposition, pricing and market-entry thinking across priority APAC markets.
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Used ad transferability research to identify what could travel, what needed local nuance, and how messaging should flex by market.
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Translated touchpoint and performance evidence into channel roles, audience influence and optimisation priorities.
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Built an automated quality-control tool and standardised the checking process, reducing processing time by around 75%.
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30+ brands across 8+ categories and 10+ markets.
If your data is giving you answers but not direction, that is where I come in. Download my CV, find me on LinkedIn, or just send a note.