As a strategist, I help businesses define who they are, where they’re going, and how to get there. Whether you're building a brand from the ground up or repositioning an established business, I bring clarity, structure and creative thinking to complex challenges.

I align brand strategy with commercial goals, ensuring that what you say, how you show up, and where you invest your energy all drive meaningful business outcomes.

Services offered:

  • Brand Positioning & Architecture

  • Business Model Evaluation & Strategic Planning

  • Go-to-Market & Market Entry Strategy

  • Customer Segmentation & Persona Development

  • Competitive & Category Analysis

  • Messaging Frameworks & Tone of Voice Development

  • Internal Brand Alignment & Values Integration

  • Growth & Innovation Strategy

  • Marketing Efficiency Audits

  • Pitch, Fundraising & Exit Narrative Support

Why work with me?

I combine creative and commercial expertise. With a background in advertising and an MBA from a top UK business school, I operate at the intersection of brand, marketing, and business strategy.

I’ve helped global brands refine their identity, startups pivot for scale, and founders tell sharper stories to investors and customers alike. I work fast, think clearly, and always tie strategy to action.

Case Studies:

PS REWARDS

PS Rewards, a new cashback provider, faced the challenge of standing out in a saturated loyalty market dominated by Everyday Rewards and Flybuys. Although most consumers were already enrolled in these programs, they saw rewards as purely functional and uninspiring.

My role was to create a brand strategy that emotionally differentiated PS Rewards, building a habit-forming connection with users, and positioning it as a compelling alternative to established players.

Through in-depth research and persona development, I uncovered a shared desire for effortless, guilt-free saving that felt fun, like spending pocket money as a child. This insight informed two creative directions, with the chosen strategy reframing spending as a joyful act tied to future dreams. I developed a brand DNA that transformed functional features into emotional benefits, positioning PS Rewards as bold, upbeat, and liberating.

The emotionally driven strategy elevated PS Rewards beyond transactional loyalty programs. Creating a challenger brand that makes saving exciting, with a consistent, human-centred experience that resonates with time-poor, value-conscious consumers.

PILBARA PEST CO

Pilbara Pest Co. needed to scale its business while maintaining strong local trust. In an industry dominated by tired clichés and outdated visuals, the challenge was to modernise the brand in a way that appealed to large enterprise clients without losing its community roots.

I created a brand strategy that positioned Pilbara as both a professional, enterprise-ready service and a trusted local provider, breaking free from pest control stereotypes to set a new industry benchmark.

I led audience segmentation to define three key groups: commercial real estate, mining, and domestic clients, using research to craft a positioning that balanced professionalism with local authenticity. The message house and brand values reflected this duality, rooted in trust, environmental understanding, and modern service delivery. A new creative direction emphasised clarity and precision, moving away from industry tropes to a bold, clean aesthetic.

The refreshed brand successfully set Pilbara apart from competitors while staying true to its local identity. It is now a category-defining pest control brand that combines confident swagger with genuine professionalism. Trusted by mining execs and homeowners alike for going the extra mile.

TAKE 5 THRIVE

Take 5 Thrive is a wellness startup that faced the challenge of launching in a crowded corporate wellness market. I quickly identified the unique five-point framework as a way to to stand out among well-funded competitors like Headspace and Calm and advised on how the brand could maximise its unique selling point.

I developed a brand strategy that clearly articulated what made Take 5 different, cut through industry noise, and appealed to both B2B decision-makers and emotionally exhausted end users.

I conducted a competitive audit and audience research that revealed clear insight. While others sold generic wellness solutions, Take 5 had the opportunity to position itself as a source of guidance in a chaotic space. I repositioned the five-point framework as a guiding philosophy rather than a feature list, then created three emotional brand territories focused on direction, support, and empathy. I developed a warm and trustworthy brand personality, established messaging that connected functional benefits to emotional outcomes, and designed a brand voice that balanced professionalism with human connection.

The strategy positioned Take 5 Thrive as a distinctive wellness platform that provides clarity and empowerment in an industry full of noise. It is now positioned within the market as a guiding light for overwhelmed professionals, offering not just data but insight, not just features but meaningful support. The new brand architecture supports long-term growth while maintaining a consistent, emotionally resonant tone across all touchpoints.

OOME

OOME, a new loan management system for Australian SME finance companies, needed to earn trust quickly in a conservative, regulated industry where decision-makers had often been let down by unreliable software. The challenge was to build credibility while standing out from both clunky legacy systems and bloated enterprise platforms.

I developed a brand strategy that would establish trust, differentiate OOME from competitors, and resonate with cautious B2B buyers seeking both performance and peace of mind.

By conducting market research and audience segmentation, I uncovered insight that decision-makers valued reduced anxiety and reputational assurance as much as functional benefits. Drawing on insights from adjacent industries and B2B buying trends, I built a brand DNA around the idea of "quiet confidence," with a purpose-led, understated personality. I developed a clear positioning and message house that addressed emotional and rational needs through propositions like “That’s a Relief” and “The Reliable Workhorse.”

The strategy positioned OOME as a dependable, intuitive LMS that empowers finance companies to focus on growth. It now stands out as a challenger brand that replaces complexity with clarity, earning trust not through noise but through substance and reliability.