Profile
Global brand strategist
A life dedicated to understanding human motivation, gathering insights and designing creative strategies
Coaching executives in Latin America.
Co-directing BDLA UX conference.
Training with world champion dancers in Cali, Colombia.
Consulting with small cacao farmers.
Planning design education with Disney and Microsoft
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.
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.
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Packaging engineering and design for FMCG and CPGs plus specialised export and distribution packaging for perishables and delicate goods, alco-bev, ice-cream, bakery, cafeteria and flowers. See case studies.
2019-22 Various awards at the Ecuadorian chocolate awards.
2015 Gold and bronze medal award winner for packaging at the `San Francisco Sprits Awards´.
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2020-2022 Media and branding for Metaverse and NFT projects.
2018-2019 Design studios for content and media planning with UX design and CMS developers for large institutions and UK government. Various agencies including Scroll UK.
2019 Market research, persona development and content planning for SMEs and start-ups.
2015-17 Big Design Latin America. Regional Director with responsibilities including content for first UX design conference in Latin America.
2005-2018 Cross-cultural communications planning, copy-writing, photography, branding and creative direction. Mostly SMEs and start-ups. Freelance consultancy.
2004 Advisor to the board; contract publishing and commercial editorial development SPG plc.
2002-2003 UK Sales and marketing manager of B2B media publications in Europe: Wellness Publishers BV, Health and Beauty Gmbh
1999 Content planning coordination for exhibitions and performances. Brick Lane arts community.
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Creative procurement and value engineering for branded merchandise. Factory and production inspection in China, India, Europe and Latin America of branded products for blue-chip and fortune 500 companies. Metals, plastics, textiles, ceramics and various retail items, print and packaging.
2006-2018 Independent consulting for sectors including Petro, construction, FMCGs and CPGs, Alco-Bev and Flowers in Latin America.
2001-2005 (UK) Signwaves Ltd. Clients including Coca Cola, BP, Procter and Gamble, Unilever and AB Inbev.
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Heuristic reviews and ethnographic research, user interviews, market insights, personas, design studios and UI concepts based on insights for UX designers.
2018-2024 Independent consulting with large organisations, UK Gov and SME’s E.g., Homekey,
2017-2022 Experiments in the Metaverse and NFTs. E.g. Metazoo collaboration and concept art for the metaverse.
2015-2017 Directed the first ever UX conference in Latin America, and created a design education program with large UX design element in collaboration with Microsoft, Saber, Disney, O’Reilly, UDT (Univ. Dallas, TX and Big design events USA).
2005-2018 Briefing, creative direction and planning with digital agencies.
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Trade fairs, conferences, exhibitions and other events.
2015-2018 Regional Director for first UX design conference in Latin America. BDLA see more
2006-2016 Design and planning consultancy for clients’ trade fairs and conferences.
2004 Advisor to the board at SPG Media plc.
2002 UK Sales and marketing manager for first tanning industry trade fair in the UK. Wellness Publishers BV and Health and Beauty Gmbh
2000 Operational troubleshooting for Prof. PY Gerbeau’s Millennium Dome action plan. Reference.
1999 Assistant manager for exhibitions and performances. Brick Lane arts community.
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Board member or advisor for various business associations, chambers and educational institutions including:
2018-2021 Content planning and design studios for UK government and large financial and engineering standards institutions.
2015-2018 Founded the UXPA (User experience professionals association). Ecuador.
2005-2016 Consulting with international and national private companies with Anecacao, the ICCO, (International Cocoa Organisation, Exploflores and the ministry of Agriculture in Ecuador.
2006- 2010 Director on the board at the British chamber of commerce, Ecuador.
2009 Cross-cultural communications training for the British embassy in Quito, Ecuador.
2008-2013 School governance board member at the British school in Quito, Ecuador.
2004-2005 Consultation with various national (UK) and international trade and professional associations as a B2B marketing consultant at SPG plc
2001-2002 Member of the Hong Kong trade and development council.
A Life changing moment
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.
Some back story
Design and strategy for SMEs and start-ups in Latin America.
Trouble-shooter with PY Gerbeau at the Millennium Dome 2000.
Advisor to the board SPG plc. London. 2004
Creative procurement manager for Fortune 500 and other global blue chip companies. 2001
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…during Covid lockdowns I created manreclaimed.com
…participated in Ayahuasca ceremonies with shamans in the Amazon rainforest.
…rode a horse through the low Andes.
…visited Lord Krishna’s birth place in Mathura, India while I was visiting factories and inspecting goods for a client.
…after several violent attacks, I studied street security and self-defence with an ex-Belgium foreign legion mercenary.
…learned the ancient shamanic practice of fasting with reverse osmosis from a disciple of the master Hawaiian Kahuna Auntie Margaret Machadow who came from a long lineage of Hawaiian healers.
…was a guide and interpreter for the president of the International Cocoa Organisation when he visited Ecuador.
…was sent by a great yogi and macrobiotic master as his apprentice to one of HRH Queen Elizabeth II´s race-horse trainers who had become sick.
…fasted for over week at a time.
…went walking in the Botswanan bush with the khoisen who showed me how they survive.
…travelled across South Africa by train.
…ate Kudo and ostrich at a township braai in Johannesburg with Zulu and Xhosa people and an amazing curry in Durban, South Africa.
…learned to play backgammon with Greek and Turkish community in London.
…was promoted from dishwasher to manager of a busy London restaurant in under 6 months.
…practiced Tai Chi Chuan and Qi Gung. This gave me an appreciation of flow and the importance of breathing.
…danced on stage in Lisbon, London and Quito. Contemporary and Latin.
…was assistant manager to local street arts community, crowd management was my life!
…was a barman in a busy Irish pub in South London. I often found blood and broken glass in the toilets. Violence was common.
…made a book about life in prison to help prison officers in the UK dissuade school children from a life of crime.
…changed tractor tyres from pig farms by hand in the winter with steel tyre bars and my bare hands.
…collected samples for a sugar beet research laboratory.
…sold shoes in a Swiss shoe shop.
…sang entire albums of music from start to finish to relieve the boredom while working in a plastic bottle factory. Nobody heard me over the sound of the machines!
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.