My story so far.

Where it started: inside big brands.

At L’Oréal UK&I, I ran promotional cycles for cosmetics in Sainsbury’s, working with buyers and supply chain, and helped deliver the Maybelline and L’Oréal Paris 2020 rollout.

At Nike’s EMEA HQ in the Netherlands, I worked in the strategy team on the three-year strategic plan, focusing on product growth and innovation opportunities, and presented to more than 500 Nike Factory Store colleagues across EMEA.

Where I learned the craft.

At Clear M&C Saatchi, I led multi-market brand strategy projects for Danone, GSK, McDonald’s and Disney+, using consumer research across eight international markets. I was promoted within six months.

As a Senior Strategy Consultant at Mangrove, I advised senior executives at leading FMCG and consumer businesses on brand, commercial, innovation and growth strategy, and presented recommendations to C-suite teams.

Then I built a brand of my own.

I founded Curdi, a premium challenger brand modernising cottage cheese for a new generation of health-conscious consumers. I owned it end to end: positioning, naming, identity, tone of voice and go-to-market.

I found and onboarded a UK manufacturing partner, secured early listings with Selfridges, Zapp and UK high street grocers, and raised £75,000 from angels, family offices and senior consumer operators.

Bringing it all together.

Most recently I led strategy and NPD at Tonic Health, a challenger health brand. I owned the NPD pipeline across kids’ and adults’ ranges, prioritising launches by category growth, market size, consumer need and brand fit.

I managed key accounts including ASDA and Morrisons, and built the investor deck supporting a planned raise.