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I'm an integrated marketing strategist, consumer psychologist and behavioural scientist based in London, UK.
My job is to laser-focus on what drives the brand and the product: The consumer experience. 

A marketing strategy, consumer research and insights practitioner with over a decade's experience in enabling brands to ask better "why"  questions in their consumer research to act on contextual and culturally-relevant interpretations of consumer motivations and de



NED & Consultant, Strategic Insights, CX


EVP Behavioural Science 

Pulsar 2020-2021

Director of Global Insights

GlobalWebIndex 2018-2019

Head of Consumer Research

Telegraph Media 2017

Consultant Director of Consumer Research Strategy

2014 - 2017

J.K. Rowling Franchise | Pottermore


Karmarama     |    Engine     |


PhD Cognition and Culture

Queen's University Belfast - Present

MSc Consumer Psychology

London Metropolitan University 2016

- Distinction -

BA (Hons) Media & Communication Systems

Istanbul Bilgi University 2006

Media and Culture

Malmö University 2005

Santa Monica College 2002


The Drum Awards

Winner of best digital strategy for Rolls-Royce and Breast Cancer Care - DADI

IAB Creative Showcase

Runner up digital marketing campaign strategy for The Glenlivet, Pernod Ricard

BBC | European Union    WIRED  |  TMRE | IIeX EU TRT World  |  TMS 

Featured expert, consumer psychologist and behavioural scientist (as author, speaker, commentator)



Integrated Marketing Strategy

Consumer Psychology

Consumer Experience Strategy

Research Ecosystem D

Trends & Innovation

Behavioural Science 

Cultural Insights & Semiotics 

Creative Direction & Foresight

Branding & Productisation

Thought Leadership 

Consumer Behaviour (Identity + Culture x Context) 


In a consumer culture, people no longer consume for merely functional satisfaction, but consumption becomes meaning-based, and brands are often used as symbolic resources for the construction and maintenance of identity.
The consumer is engaged on a symbolic project, where s/he must actively construct identity out of symbolic materials, and it is brands that carry much of the available cultural meanings.
Social and cultural theory has paid much attention to the ‘aestheticization of social life’ because it is widely assumed that the techniques used by individuals to perform their identity concern aesthetic or cultural practices and, these performative aspects of the self increasingly constitute cultural resources or cultural capita.
Within consumer culture, there's a new conception of self that is the ‘The Performing Self, which places greater emphasis on ‘appearance, display and the management of impressions’.

...In today's digital ecology, culture, brands and Self identity are intertwined, feeding off each other cyclically. Consumer psychology and behavioural sciences offer fresh perspectives for meaningful and profitable engagements for brands by integration of these disciplines in brands' research and strategy lifecycles.
Get in touch to bounce around ideas.


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