- Deployed AI-powered focus groups for two premium smartphone brands to map purchase drivers and buyer personas, producing segmented ICP profiles that directly informed product positioning and GTM targeting strategy. - Synthesised qualitative and quantitative consumer findings into differentiated value propositions across software experience, ecosystem integration, and the premium purchase journey — bridging the gap between product capability and market narrative. - Partnered with a leading global retail client to analyse campaign performance data, redesigning channel strategy to improve audience targeting precision and expand measurable campaign reach. - Led go-to-market strategy initiatives and commercial due diligence projects for multiple clients, delivering actionable launch playbooks that minimised risk and maximised ROI. - Leveraged business intelligence and trend analysis tools to conduct competitor benchmarking across industries, producing data-backed recommendations that enabled clients to achieve sustainable competitive advantage. - Served as strategic advisor to C-level stakeholders, ensuring cross-functional alignment between product, marketing, and commercial teams ahead of launches and market entries.

- Conducted consumer surveys for Merck's new campaign management tool, identifying willingness-to-pay signals and early adopter segments to refine the product's GTM targeting. - Led a high-impact sales enablement program, directly coaching client-facing teams on strategic pursuit frameworks — resulting in a measurable improvement in win rates across competitive deals. - Established structured market and competitor research processes across Life Sciences companies to define ESG KPIs, translating market signals into actionable product and strategy recommendations. - Conducted recurring business reviews tracking performance against budget and prior- year benchmarks, identifying conversion and revenue gaps and recommending corrective actions grounded in KPI data.

Managed requirements analysis and QA for Equatex Global's web-based application, coordinating with release management to ensure business-critical changes launched on time — building early fluency in cross-functional, launch-deadline environments.