An award-winning strategist, consumer psychologist, public speaker, mentor and lecturer who has over a decade's experience in checking consumers' pulse in various fields of marketing. A 'forever-student', I hopped continents either studying and working in Izmir, Los Angeles, Istanbul, Malmö and finally London - which is now home from home. Being in digital marketing for so many years kept me on my toes about the ever-changing nature of consumer behaviour - I am guilty of overanalysing consumer interactions in light of tech adoption and cultural phenomena, as a result, consumer psychology and behavioural sciences have become the true and natural home for a mind like mine. Currently continuing with my PhD studies in Cognition and Culture to enhance my academic explorations with cognitive sciences and cultural anthropology.

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I love working on brand-level strategy to unpack target or desired-consumers' unknowns through a human lens, and believe that consumer psychology and cultural insights always prove to be the most rewarding exercises for myself and my clients to embark on journeys of major leaps for strategic brand and product innovations.

...and some trivia

Also studied music production during my first couple of years in the UK.

Have a significant amount of respect and phobia for crustaceans.

Auditioned to be a presenter at MTV when I was 21.

Recent Publications              

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Academia

Paper: "The dark tetrad, personal values and [im]morality in everyday consumer behaviour"

Consumer psychology research paper on dark personality types (Dark Triad and Dark Tetrad constructs), personal values and consumer motives that influence purchase intent and decision-making processes; and models of creative marketing, product innovation and marketing’s role in ethical consumer behaviour. Click here to read the abstract.

Sustainabl Packaging Unwapped
Social Video
Early Adopters of Technology
Brand Discovery
Organic Marketing in Fashion
2019 Trends