Profile

Global brand strategist

A life dedicated to understanding human motivation, gathering insights and designing creative strategies

Coaching executives in Latin America.

See article

Co-directing BDLA UX conference.

See more

Consulting with flower farms. Ecuador

See more 1 2

Training with world champion dancers in Cali, Colombia.

Consulting with small cacao farmers.

See example

Planning design education with Disney and Microsoft

See more

Teaching yoga on Galapagos cruises, and inside a live volcano crater.


Key skills:

  • Consumer insights, strategy and tactical planning

  • Partnerships, event and media including print.

  • Leadership and crisis management

  • Iterative project development

  • Creative direction, visual communications and design

  • Adobe suite, Microsoft office, AI tools and NFTs

  • Design studios and briefs

  • NLP, Person centred approach, HVM´s, laddering interviews and group facilitation

Key characteristics:

  • Obsessive curiosity about cultures online and around the world

  • Advanced observation, empathy and insight

  • Radical creativity, visual models, lateral and design thinking

  • Special focus on international cross-cultural branding

  • Strong visual design

  • Using NLP, I see the end result first and the route to the solution is clear


Focus

Appeal to the heart and boost the bottom line.

Bypass the intellect and go straight to the gut.

Insights that deliver value at low cost

Beauty is in the eye of the beholder, and the purse strings are in their hands.

See a short post about insight

Working from the centre

The focus on understanding the decision maker, the customer, client or consumer. I operating as customer advocate with insight while interfacing with product, design and marketing teams to deliver inspiration and strategic direction. Just becaue customers don’t know what they want exactly, they do give off ckues and we should listen to them, deeply.

English-Spanish bilingual environment?

¡No hay problema!

Experience

Two decades of international B2C and B2B experience. Consumer insights, strategy, partnerships, branding, tactical planning, creative direction, content production planning, design, packaging and print, digital and tech, events, publishing and creative procurement in a very broad variety of markets.

Eight years coaching business leaders. start-ups and SMEs in Latin America.

Mentored by a senior VP of consumer insights at Young and Rubicam in Latin America, a master B2B publisher, a yogi, a mercenary and ex-member of the Belgian foreign legion, a lead UX designer from Disney and a world champion dancer.

13 years in South America working in a polarised and volatile environment where currency, banking instability and government or civil action frequently disrupts operations and infrastructure. One becomes very pragmatic and resourceful under these circumstances.

Developed a `bottom-up´ approach where immediate operational progress can be made while deeper insights and new direction is determined. Experienced interfacing with all manner of technical teams including content designers, production teams, marketing and UX/CX professionals, manufacturers, customer service personnel, procurement officers and other disciplines all with an eye on consistency, impact and budget management.


A Life changing moment

Travelling up the Amazon towards Ecuador as part of a plan to grow flower exports in 2005.

See more 1 2

I had the idea that economies in developing countries could be improved if only they owned the relevant categories and brands not just the raw material commodities.

In 2005, I sold everything and travelled up the Amazon River from the Atlantic coast of Brazil and into the volcanic Andean highlands of Ecuador to test my thesis with the growers of the finest roses in the world. I was a pioneer in the creation of a profitable new market that continues to grow to this day.

A chance meeting in 2002 with the president of Expoflores in Prague changed my life.

See more 1 2

Some back story

Design and strategy for SMEs and start-ups in Latin America.

See article (in Spanish)

Trouble-shooter with PY Gerbeau at the Millennium Dome 2000.

See reference

Advisor to the board SPG plc. London. 2004

Creative procurement manager for Fortune 500 and other global blue chip companies. 2001

I painted murals for British, Korean, Turkish, Brazilian and Nigerian clients in London in the 90’s

Growing up

I moved to London in ‘92 to study graphic design and communication. I became fascinated by the variety of people and cultures I met there. I LOVED living in Brixton, South London. What a buzz!

I grew up in rural England. I loved cycling, fishing and climbing trees. I practised Judo and enjoyed cooking with my mother. I played sports with my father and brother, mainly hockey, squash and tennis. Windsurfing was my favourite while painting and drawing were my early passion.


Let’s talk