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.
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.
Browse past proposals and sample engagements ->
Case studies available upon request.