Here’s a selection of the marketing strategy, insight and innovation projects I’m proud to have worked on.
Segmentation: Insurance start-up
Insight: Digital music
Future trends: Hotels
Future trends: Spirits
Innovation: The Olympics
Insight: Mobile app
Brand Strategy: Banking
Marketing Strategy: Data privacy
Marketing Strategy: Big data
Segmentation: Insurance start-upFor the disruptive hourly car insurer app Cuvva, I created a UK market segmentation based on open data sources. The segmentation was used to gain funding and direct their launch planning.
Insight: Digital musicI worked with up-and-coming Danish music marketing start-up Linkfire to set up their insight and analytics function to deliver data-rich reports for major music labels.
Ethnography: FootwearAs part of innovation consultancy Happen, I contributed to the creating a multi-market ethnography for a Danish footwear brand, seeking to understand the lives of contemporary women across the world and what they need from their shoes.
Future trends: HotelsAlongside the innovation consultancy Happen, I worked with a global hotels brand to identify trends and generational filters to explore future scenarios for the industry.
Future trends: SpiritsWorking with innovation consultancy Happen, I developed a strategic workshop for a global spirits brand focused on discerning and reacting to provocative future trends.
Innovation: The OlympicsAs part of marketing strategy consultancy Added Value, I devised a youth targeting platform for the International Olympic Committee and to be delivered as a starting-point for a leadership innovation workshop.
Segmentation: SnackingAs part of marketing strategy consultancy Added Value, I project managed snacking segmentation for a food and beverage FMCG, fusing together market level snacking behaviour data in order to create a global segmentation platform.
Insight: Mobile appI led the beta trial and market research for trailblazing voice-over-IP app TuGo (a Skype equivalent) feeding into the positioning and launch communication strategy.
Brand Strategy: BankingAt Added Value, I worked with an international bank to define their purpose and values based positioning across their consumer and corporate banking brands.
Innovation: CiderWorking with innovation consultancy Happen, I managed an end-to-end flavour innovation project for a global cider brand, through ideation, quant, qual, design and concept testing. The flavour created is planned for launch.
Marketing Strategy: Big dataAs part of Telefónica Digital I devised the B2B launch strategy for Smart Steps, retail footfall insights tool powered by mobile network big data.