Experience
May 2019 - Present
Trend Forecaster & Cultural Strategist
Self-employed
My approach as a freelance forecaster has been to build strong relationships with purpose driven start-ups and social enterprises, working with founders to communicate the timeliness of their category defining products to investors. The ability to talk knowledgeably about the needs of their future consumer and to demonstrate how they will future-proof their ideas has proved invaluable, cementing the importance of ongoing foresight in their business.
Nov 2019 - Oct 2020
Senior Trend Strategist
Trend Bible
Further to forming a strong relationship with the team as a freelancer, I was brought on board as a Senior Trend Strategist to strategically and creatively direct Trend Bible’s highest value clients, Philips and Mattel. I thoroughly enjoyed the opportunity to shape and deliver highly strategic levels of foresight, harnessing the strengths of my internal team and international trend scouts. I continued to work for Trend Bible throughout the pandemic, on ‘flexible furlough’, advising clients on the impact of Covid and BLM conversations to their trend strategy. Whilst my role was regrettably made redundant in November, I maintain a strong relationship with the Trend Bible team as a freelancer.
Dec 2018 - May 2019
Customer Insight Manager
Hello Fresh
In my role as Customer Insight Manager I led internal and external research, including both quant and qual, fuelling the business with insights to enable growth through better understanding of customers. Key areas of responsibility included:
— Driving the product, brand and marketing strategy,
working closely with the senior management team
— Identifying customer pain points and providing
actionable solutions.
June 2018 - Nov 2018
Strategy & Insight Manager
Debenhams
At Debenhams I was the insight partner to the Managing Directors of the Fashion & Home and Beauty business units. I was responsible for:
— Identifying market and segment share growth opportunities through in-depth strategic analysis
— Leading transformative action in bi-annual category strategy reviews and business planning cycles
— Managing all insight agency partnerships and subscriptions.
Dec 2017- May 2018
Trend Consultant
WGSN
As a Trend Consultant I delivered tailor-made client solutions ranging from creative concepts, to custom trend briefings and product development. I was responsible for:
— Creation of seasonal macro trends through to
bespoke capsule phasing plans, essential for helping clients phase colour and print through the season.
— Delivering confident and inspirational presentations to
senior (C-suite) level.
Aug 2016 - Dec 2017
Customer & Market Insight Executive
Superdry
At Superdry I worked closely with the heads of category management to create a product strategy based on customer and market insight.
I was responsible for engaging the business in, and driving, compelling narratives around customer and market insight.
