Strategy rooted in real experience.
My background in hospitality gave me first-hand insight into how brand, community and customer experience shape real behaviour. During my MSc in Digital Marketing and Analytics, I started focusing on how these real-world observations could translate into marketing strategy.
The projects below reflect that transition. They explore growth opportunities, customer insight and brand positioning across both physical and digital brands, combining research with practical ideas grounded in real experience.
Caffeine Quest
A behaviour-driven growth strategy exploring how WatchHouse can increase cross-location repeat visitation by embedding loyalty mechanics into London’s running community, transforming transactional coffee stops into ritualised brand touch points.
Hinge First Step
A marketing concept exploring how Hinge could help more matches turn into real connections by making the first interaction easier. The project proposes a feature that allows users to show interest through low-pressure event invites, supported by a pilot launch strategy and community-driven storytelling.
PerfectTed: The Summer Ritual
A seasonal campaign strategy for PerfectTed, built around British summer culture and Wimbledon. The concept uses cultural relevance to drive product trial, positioning the brand within an existing ritual through integrated activations. This includes a mix of physical pop-ups, social content, and creator-led distribution, designed to feel both timely and naturally embedded in the moment.