Selected Work
MarComms and brand leadership built on insight, credibility, and disciplined execution.
I lead go-to-market, brand, and communications strategies that help businesses make confident decisions in complex and changing markets. My work focuses on translating consumer and market insight into clear positioning, credible narratives, and sustained commercial impact, particularly in categories where trust matters as much as growth.
Case Study 01
(May 2023 - Dec 2025)
Preserving category trust through global brand integration
Challenge:
Following NielsenIQ’s acquisition of CGA, the objective was not simple brand migration, but brand continuity. CGA held deep equity in the Beverage Alcohol industry — trusted for specialist on-premise intelligence, strategic depth, and authority built over decades. The challenge was to integrate CGA into NIQ without diluting that trust, while clearly articulating why the combined offer was more valuable than either brand alone. The risk was material. CGA was a specialist brand; NIQ a global one. Poor integration would have resulted in: - Loss of credibility with Beverage Alcohol stakeholders who valued CGA’s independence - Flattening of category nuance within a broader corporate narrative - Internal misalignment between commercial ambition, product integration, and market-facing messaging Marketing’s role was not visibility, it was protecting legitimacy while enabling scale.
My role & strategy
I owned go-to-market (GTM) strategy for the full suite of On-Premise solutions across APAC and selected EMEA and North American markets. I worked cross-functionally with Commercial, Product, and Insights teams, managing budgets over $100K+ and leading integrated campaigns across email, web, SEO, paid and organic social, trade events, conferences, PR, and industry communications. Key strategic interventions: + Repositioning the combined offer: We framed the integration around continuity of expertise rather than corporate expansion, ensuring CGA’s authority was amplified, not absorbed. + Messaging recalibration: We moved away from generic “end-to-end solutions” language toward proof-led storytelling rooted in real beverage alcohol challenges, trends, and commercial realities. + Insight-led comms strategy: Rather than launching region-by-region products, we aligned messaging to regional insight themes that laddered up to global thought leadership, allowing local relevance without fragmenting the narrative. + Commercial enablement through insight: On- and off-premise data were used to shape upsell and consultative selling narratives, influencing ABM campaigns, sales materials, PR positioning, and event strategy. + Internal alignment and governance: I established a monthly cross-functional feedback loop to ensure brand alignment, funnel accountability, and consistent market execution during a period of organizational change. Throughout, I prioritized credibility over speed, knowing trust lost in this category would be difficult to regain.
Impact
The transition succeeded because it respected what already worked. CGA’s authority in the Beverage Alcohol space was retained through a deliberate roadmap that evolved the brand from CGA Strategy → CGA by NIQ → NIQ Beverage Alcohol Solutions, powered by CGA intelligence. Marketing narratives landed with credibility, commercial teams gained clearer and more confident stories to take to market, and industry engagement strengthened rather than fractured. The combined brand came to be seen not as “new ownership”, but as expanded capability, allowing NIQ to operate with legitimacy in a category where trust is earned slowly and lost quickly.
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Case Study 02
(May 2023 - Dec 2025)
Repositioning On-Premise insight solutions as a growth lever in a declining market
Challenge:
On-premise consumption was under pressure in South Korea due to economic slowdown, changing social behaviours, and a visible shift toward moderation and wellness-driven choices. As a result, many manufacturers and suppliers were questioning incremental investment in the channel altogether. The challenge was not a lack of data availability, but a lack of decision confidence. Brands knew consumption was declining, but lacked clarity on where demand was still resilient, which categories and occasions remained viable, and how global consumption shifts translated into Korean market realities. Without this understanding, on-premise insight risked being seen as “nice to have” rather than strategically essential. For NIQ, the risk was launching a comprehensive measurement suite into a market that was both cautious and sceptical — where value would only be recognised if insight could clearly inform portfolio, occasion, and commercial choices.
My role & strategy
I led product marketing and GTM strategy for NIQ’s full on-premise beverage solutions in South Korea, with responsibility for market positioning, rollout sequencing, and narrative coherence across a two-year horizon. A key strategic decision was to avoid positioning the offer as a broad intelligence platform. Instead, we anchored the launch around the decisions brands were actively struggling to make. Key interventions included: + Reframing the role of insight: Messaging shifted from “market measurement” to decision support, explicitly linking consumer behaviour, outlet dynamics, and category shifts to brand strategy and activation choices. + Localising global perspective: We contrasted global and APAC drinking patterns with South Korean consumer behaviour to show where global and regional playbooks no longer applied, and where local nuance demanded different responses. + Narrative discipline: Communications focused on commercially meaningful questions: why consumers were drinking less, which categories were gaining relevance, which occasions still mattered, and how brands could adapt without overextending. + Thought leadership as positioning: Reports, webinars, and content were designed to interpret change, helping brands see a path forward rather than a declining market. + Cross-functional orchestration: I worked closely with Commercial, Product, Customer Success, and Insights teams to ensure that external messaging, sales narratives, and solution framing were aligned — and that insight themes translated into consistent market conversations. + Credibility-led launch moment: The full-suite launch culminated in an invitation-only executive event in South Korea, engaging C-suite, Brand, Category, and Marketing leaders from leading beverage brands, including Heineken, Bacardi, AB InBev, Hite Jinro, Lotte Chilsung, Pernod Ricard, Campari, Diageo, and others.
Impact
The project materially shifted how intelligence was perceived in the Korean market. NIQ was positioned not as a data provider, but as a strategic partner helping brands navigate decline with intent. The programme drove significant industry engagement, rapid growth in relevant subscribers, over 250 marketing-qualified leads, and three multi-year commercial agreements exceeding $500K each. More importantly, it reframed market conversations, moving brands from “Why invest?” to “Where and how should we act?”
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Case Study 03
(Jul 2025 - Oct 2025)
Partner-Led Thought Leadership in a reputationally sensitive sector
Challenge:
CGA and Reputation.com served overlapping hospitality audiences from different vantage points: CGA through category authority and on-trade insight; Reputation.com through consumer sentiment and experience data at scale. However, there were practical constraints: differing brand tones, different commercial priorities, and the need to agree, in advance, how success, leads, and attribution would be handled.
My role & strategy
I owned the partner marketing motion end-to-end, acting as the central point of alignment between insight, narrative, execution, and commercial outcome. We combined CGA’s hospitality and on-trade intelligence with Reputation.com’s data on consumer behaviour, sentiment, and economic pressure points. The goal was not to merge datasets, but to surface a story that neither brand could credibly tell alone. Key decisions included: +Framing the Joint Narrative: The report was positioned around shifting UK consumer habits in hospitality, driven by AI, economic pressure, digital influence, and changing expectations. + Owning the End-to-End Launch: I led the development of all core assets, including the report copy, landing page, press release, visual system, and derivative whitepapers, ensuring consistency across both brands while respecting tonal differences. + Extending Insight into Activation: The report was treated as a starting point, not a deliverable. It was activated through a joint webinar designed to deepen engagement, contextualise findings, and translate insight into discussion rather than sales messaging. + Managing Commercial and Reputational Balance: Lead capture and sharing mechanisms were agreed upfront, with clear guardrails to protect audience experience and partner trust. Decisions throughout prioritised long-term credibility over short-term volume.
Impact
The project landed with credibility in a sector under pressure. The report was picked up in the media as a relevant, timely contribution to the hospitality conversation, positioning both CGA and Reputation.com as insight-led partners rather than vendors. The webinar extended the life of the narrative, converting interest into engagement and delivering qualified shared leads without eroding trust.
Case Study 04
(Jan 2023-Mar 2023)
Identifying brand affinity through category penetration
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Challenge:
While planning campaigns for the second quarter of 2025, Ikea wanted to understand what message would most resonate with its audience. Being pulled in multiple directions - sustainability, innovation, affordability - the desire to understand where audiences' priorities lie was critical to the success of any upcoming campaign.
My role & strategy
I owned data analytics and trend identification within media research across Western Europe for a period of 6-months preceding the date of analysis. I worked with Qualitative Research Experts to manually assess and tag media coverage and with Insights Consultants to design and run a Mixed Method Model to answer the original research question. To identify trends in the data and develop actionable insights aimed at aiding Ikea with the development of its campaign, the following steps were taken: + Primary Focus on qualitative metrics: We designed a research methodology focusing on the kinds of messages Ikea had been linked to within both proactive and earned media. + Variable flexibility: qualitative variables were largely kept flexible during the qualitative assessment phase. The aim of this strategy was to build 'big-tent' messaging within the wider media mentions across both traditional and social media outlets. + Competitor Analysis: Once the variables were established, we benchmarked Ikea's performance against its peers in Western Europe to add a second layer of analysis to better understand the kind of messaging resonating with the consumers. + Actionable insights: Using a combination of multi-step analysis and overlaying it on historical data allowed us to identify key trends and provide actionable insights backed by rigorous data analysis.
Impact
The analysis pointed to rising anxiety within the consumer base due to post-COVID inflation rise and the stagnant net-earnings across most advanced economies. This gave Ikea a clear line of messaging ot target, culminating in the "Show off your savvy" campaign in April 2023.
Case Study 05
(Aug 2018 - Sep 2018)
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Creating a scalable digital acquisition foundation for a consulting firm
Challenge:
Tokyo Consulting Firm's digital presence did not reflect the quality of its expertise. Service narratives were fragmented, search visibility was limited, and the website lacked a clear role in lead generation.
My role & strategy
I led a two-month engagement to rebuild the firm’s website and digital strategy with search intent and credibility at the core. Key interventions included: + Restructuring website architecture around services, regions, and conversion intent + Rewriting core content for SEO without diluting professional tone + Writing 30+ long-form blogs to build authority across priority services + Activating content across LinkedIn, Reddit, and Facebook + Designing paid search and bidding strategies to prioritize high-intent keywords, manage acquisition costs, and improve ROAS through iterative optimization.
Impact
The firm emerged with a materially stronger digital foundation: a clearer website, content that supported both discovery and trust, and an integrated search strategy aligned to commercial intent. The work created a scalable framework the business could continue building on beyond the engagement.