Supporting teams with product strategy, brand positioning, and go-to-market planning. Discovery & strategy: problem framing, research synthesis, roadmap direction Positioning & messaging: value proposition, message architecture, narratives Go-to-market: ICP framing, launch planning, channel/campaign direction Delivery & project leadership: agency orchestration, stakeholder communication, cross-functional coordination Outputs: strategic briefs, positioning docs, narrative decks, GTM plans, research reports

Product & Roadmap Strategy: Owned product vision and roadmap for a generative art platform, aligning priorities across product, design and engineering. User Research & OKRs: Led qualitative and quantitative research, developed personas, and shaped OKRs to align product strategy with user and community needs. UX & Feature Delivery: Directed a full UI/UX redesign and launched high-impact features (e.g. TEZ/ETH parity, batch minting) to support artist workflows. Cross-Functional Leadership: Managed collaboration across product, engineering and design, building systems for async delivery, feedback loops and execution clarity. Innovation in Emerging Tech: Delivered product clarity and structure in a fast-changing platform environment, balancing experimentation with usability and adoption.

Portfolio & Naming Strategy: Optimized BMW vehicle series portfolios and developed naming strategies aligned with market trends and customer expectations. Market & Trademark Intelligence: Conducted competitive analysis and global trademark audits to protect brand assets and support strategic decision-making. Stakeholder Alignment: Collaborated across brand, legal and product development to ensure naming feasibility and strengthen market positioning.

Digital Product Strategy: Developed and executed roadmaps for in-car entertainment experiences, integrating third-party services (Apple CarPlay, Spotify) and proprietary platforms. Feature Innovation: Led the development of BMW Music and Online Entertainment, enhancing digital touchpoints and user experience. Lifecycle & Prioritisation: Synthesised market trends, user feedback and technology shifts to guide product decisions and roadmap prioritisation.

Global Brand Communication: Managed MINI’s worldwide sales literature, creative strategy and roll-out, in collaboration with creative and implementation agencies. Product Messaging: Developed brand-driven vehicle copy to strengthen emotional appeal and ensure tonal consistency across global markets. Market Research & Insights: Conducted trend and competitor analyses to inform campaign planning, collaborating closely with regional teams and global brand leadership.

Campaign Leadership: Led cross-channel campaigns for FMCG clients, aligning brand strategy with business objectives. Client Consulting: Built trusted senior client relationships through proactive consulting and solution framing. Delivery & Budget Ownership: Managed budgets, timelines and workflows across internal teams and external partners.

Packaging & Brand Concepts: Developed packaging concepts for international clients to strengthen differentiation and shelf impact. End-to-End Project Management: Managed scopes, timelines and stakeholder alignment from briefing to implementation.

Brand Strategy Delivery: Delivered corporate identity and brand strategy projects for DAX30 clients. Project Leadership: Managed projects from research and concept development through rollout, ensuring delivery on time, on brief and within budget.

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