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About
Macro & Consumer Insight
Trend Forecasting
Product & Range Direction
Brand & Marketing Strategy
I’m a creative strategist working at the intersection of consumer insight, trend forecasting, and product direction — translating cultural and behavioural shifts into clear, relevant, and commercially grounded outcomes.
Originally from South Africa and now based in London, my perspective is shaped by working across diverse markets and cultural contexts.
I focus on turning insight into actionable direction across trend, product, and marketing — bridging big-picture thinking with commercially viable execution.
What I Do
I work across macro and consumer insight, trend forecasting, product direction, and marketing strategy — helping brands understand not just what is changing, but how to respond to it. My approach is rooted in connecting cultural observation with practical application, ensuring that insight can be translated into product, range, and brand direction in a meaningful way.
How I Work
My work is built on a structured approach:
Cultural Observation — identifying shifts in behaviour, identity, and lifestyle
Insight Development — translating signals into clear, usable narratives
Trend Direction — shaping themes, colour, and category opportunities
Product Application — turning insight into tangible product and range strategies.
This process allows me to move fluidly from big-picture thinking to detailed execution, ensuring ideas are both creatively strong and commercially viable.
Experience
I’ve spent the past nine years within a strategic creative agency, working across global and regional clients with a focus on menswear, activewear, and urbanwear.
I’ve built long-term partnerships across multi-brand retail environments, including high-volume, high-revenue businesses operating at mass-market scale — delivering work across trend, product, marketing and strategic direction.
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