I help teams build product, brand, and go-to-market on evidence, not assumptions.
I work with founders and executives at inflection points: entering a new market, figuring out why something is not landing, identifying the next growth segment, or pressure-testing a bet before committing resources. The deliverable might be a consumer segmentation, a go-to-market playbook, a product strategy memo, or a series of concrete artefacts like videos, landing pages, or growth funnels, but it always starts with research and ends with a decision.
I believe strategy is the intentional orientation towards gaining advantages in competitive, conflicting environments. Most strategists focus on the commercial and operational primitives: capabilities, positioning, unit economics. I explore the layers underneath: cultural logics that shape what people believe, and consumer logics that govern what they actually do.
portfolio
Browse select projects and sample deliverables showcasing how cultural and consumer logics translate into commercial outcomes — from decoding luxury buyers in a foreign market to mapping why AI adoption stalls in enterprise.
how I work
After an exploratory conversation, I put together a proposal outlining scope, approach, timeline, and investment as a starting point. We collaborate to align on key details, then kick off.