About Me

I’ve been working with brands since 2011 across the UK, US, and the Netherlands, managing brands like Dove, TONI&GUY and AXE. I made the move to the agency side in 2015 where I was involved with developing strategy tools, pitching new business, and providing strategic solutions for global brands like Henkel, Mondelez, Pernod Ricard, Heineken to name a few.

Freelancing has brought me the freedom to do what I love – creating and developing a variety of brands and products, with a focus on trends, insights and innovation. My strength lies in using intuition paired with strategic and analytical rigour to help brands ride the cultural wave of change - whether it’s by inspiring them with new insights or developing a ground-breaking innovation pipeline. I work with true enthusiasm and I enjoy what I do which often results in the launch of successful projects and innovations - including the number one best-selling male personal care innovation at Walmart US.

I am as happy on my feet in strategy workshops, presenting in front of stakeholders as I am behind the scenes creating trend reports and insights analyses or running training programs on writing successful concepts. I also love to bring creative ideas to life using my Photoshop and creative skills which often make our projects a little more exciting and real.

Branding aside, I have lived and worked in many places but recently moved from NYC to Amsterdam. I am a wife, a mother, a dog-lover and a creative at heart with a background in design and engineering: when I’m not working or cuddling my family, you’ll either find me digging for new cooking recipes (and then preparing them of course), painting, behind a pottery wheel, curating furniture, or taking photos on roadtrips. I also spend a large part of my time on Common Thread, a company I founded with one of my best friends in 2018 making high quality loungewear focusing on sustainable fabrics and timeless designs and currently illustrating a children’s book (stay tuned!).