About Me.

I'm a commercial researcher and writer. Before I joined the insights industry I was an academic & journalist, for my sins. Years as a high-level research project director, presenter and teacher at Oxford during my PhD proved very handy experience for understanding consumer behaviour, producing thought leadership, and working on commercial and social brand strategy, product development, and UX testing. I'm interested in behavioural insights and how stories shape human action and interaction. I've worked for the biggest brands in the world including Google, Amazon, P&G, eBay, Toyota, Xero, Pepsi Co, Tencent, Mastercard, AmEx, Bupa, as well as more geographically specific organisations like the Australian National University, Hearing Australia, Medibank, and the Clean Energy Council. 

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My early training was in journalism and I've dabbled in publishing, with a fair bit of teaching experience accumulated along the way. I taught at Oxford for two years and before that for 4 years at the University of Cape Town and Rhodes University, my two South African alma maters (armed with more degrees than is strictly necessary, but I really really like reading). As a journo I've covered riots, music festivals, and everything in between. I loved working in newspapers and tertiary education and found particular fulfilment in outreach and access programmes; supporting underprivileged young people in South Africa and the UK to achieve their academic goals.

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I grew up in Johannesburg & Vancouver, and as an adult have lived in SA, the UK and Australia. In my spare time, I do a lot of ocean swimming, hand build ceramics, and write. 

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I'm spending 2025 travelling - overland and sea as much possible - from Sydney to London. This is a 'gap year' of sorts, if you can call backpacking in your 30s a gap year. Read more about that HERE.