For brands tired of being misunderstood.

I've lived in 9 countries and managed markets well beyond them. I've also worked across industries as different as VC, fashion, medtech, FMCG and B2B SaaS. I take the sharpest piece from each industry and every market I've analysed, and use it to build brands that stand out, grow, and transcend borders.

7+ Experience

9+ Markets

11+ Industries

Market data tells you
where people are.
Cultural intelligence tells you
how to get to them.

I started in FMCG at Coca-Cola, added a masters across Bocconi and Copenhagen Business School, moved into ECCO, then an MBA at Nanyang Business School in Singapore, and from there into venture capital and management consulting. Every stop meant a new country and a new industry to learn fast. That's the instinct behind how I work now, building each brand the playbook its market actually needs rather than reusing one that worked somewhere else.

A few principles I follow.

It Starts With Your Brand

If you don't know what you're selling or who it solves a problem for, neither will your customers. That's always where we start.

Taste Isn't Strategy

Brand strategy isn't about what you personally like or how you picture your own brand. It's about what the customer actually needs.

You Can't Afford To Be The Same

Being different can't start and end with your website being pink when theirs is blue. The real difference lives in your positioning, not your palette.

Don't Underestimate The Market

What worked in one market can work again elsewhere, but you can't assume it will. Every market earns its own read first.