Description

For twenty years I have helped define, build and save brands from start-ups like Nest, Tile and Lyft to giant multinationals like Adidas and BMW. I have also designed effective behavioural change campaigns, taking on complex issues from terrorist grooming to pedophile deterrence and early childhood learning.

I love wicked problems and the insights that unlock them. Let’s make something that matters together.

Check out some of my behavioural change work here:

Languages

English
Native or bilingual
French
Native or bilingual
Spanish
Fluent

Workplace preferences

Can work on-site

London (up to 50km)

GOODBY, SILVERSTEIN & PARTNERS
Group Strategy Director
January 2019 - January 2024 (5 years)
San Francisco, CA, USA
• BMW: From Superbowl commercials with Arnie to hard working sales promotions, I reinjected the ultimate driving machine with relevance for a new generation of luxury buyers making it no1 luxury car manufacturer 3 years in a row
• Genentech: Repositioned the brand as the place that "Asks bigger questions", improving trust metrics and talent acquisition. Developed a campaign to tackle racial bias in the American healthcare system
• San Diego Zoo: repositioned the world's most famous zoo from entertainment destination to conservation organization to help it survive the pandemic and beyond
• Grove Collaborative: Confronted people with our passive addiction to single use plastic to promote more ecological aluminium alternatives
Lyft
Head of Brand Strategy
August 2017 - October 2018 (1 year and 2 months)
San Francisco, CA, USA
• Led creative strategy for our internal creative studio as well as with external agencies
• Led the brand development process for driver and rider recruitment, leading to double digit growth in preference and awareness
• Developed an interactive experiment to prove that passengers who talk with their Lyft drivers are happier than Uber passengers
Various
Strategy Consultant
July 2015 - July 2017 (2 years)
• Various projects for Adidas, Amazon Prime, Tile
• XQ Superschool Project: provoked Americans into rethinking the archaic, biased and stunted public school system for Laurene Powell Jobs