I believe the best strategies live in the space between culture and commerce.

Over 7 years at LEGO, adidas and Depop, I've built integrated platforms that connect what matters to people with what drives business growth. My approach: find the insight that reframes the problem, build the architecture that makes it scalable, then create the frameworks that make it actionable across markets and channels.

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I've worked across 25+ markets, developing strategies that balance creative ambition with commercial results - from reframing play for girls at LEGO to pioneering social commerce at Depop during hyper-growth.