M.A. Marketing Communications · University of Westminster
Fashion & Retail Brand Strategist
I turn consumer insights and emerging trends into brand strategies that drive growth, using AI-powered research to get to stronger ideas faster.
What I love most is shaping a real consumer insight into a campaign idea that genuinely connects. Backed by research, built for impact.
Open to full-time roles · Fall 2026 · London & Remote
Open to full-time roles · Fall 2026
London & Remote
Explore 3 featured projects (scroll or click)
2026 M.A. Dissertation Proposal · Distinction
£66M
Projected Incremental
Revenue
from £7.5M · 6-month campaign
Projected Incremental Revenue
LEGO® Growth Strategy:
Unlocking the Kidult Segment
Challenge → Strategy → Result
2026 MA Dissertation Proposal · Distinction
Business Challenge
Grow LEGO’s UK revenue and market share in the £4.1B toys & games market while protecting its children-first brand ethos.
Informed by PESTEL, SWOT, CBBE Models
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LEGO is a premium toy brand with a narrow product line.
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LEGO dominates the Construction Toys segment.
Key Insight
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Identified an under-leveraged “kidult” segment (ages 25–45) representing 12% of the £1.37B UK kidult market
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A clear opportunity for incremental growth
Unique Data Point Uncovered
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I used Claude AI to analyze fragmented data and calculate LEGO’s 12% UK kidult market share.
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A unique, unpublished data point that became the foundation of the entire strategy
Marketing Strategy
A £7.5M, 6-month omnichannel campaign, timed to capture peak holiday and gifting periods
Objectives
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Short term: Grow kidult market share from 12% to 17% through a targeted £7.5M omnichannel campaign.
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Long term: Increase annual repeat purchase rate, age 25+, by 20% over 24 months
Campaign Tactics
A fully integrated approach spanning digital, experiential, and OOH:
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Experiential Marketing
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Community spotlights
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Social Media
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Out of home interactive billboards
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Direct Marketing
Results
Awarded Distinction — faculty publicly praised my strategic insight and creative brand reflection.
Read the complete strategy highlights
Full 22-page proposal available on request
Full 22-page proposal available on request
Projected Outcomes
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Kidult market share growth from 12% to 17% (+5 percentage points)
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£66M incremental revenue over the 6-month campaign
Fashion Writer
October 2025 – April 2026
Fashion Content Strategy & Trend Analysis
Fashion Writer · October 2025 – April 2026
Produced 30+ articles on emerging trends and cultural moments for Gen Z, including London Fashion Week coverage. Planned 4–6 weeks ahead and delivered 3 pieces per week.
Used ChatGPT and Google Analytics for real-time trend analysis, cutting research time in half and redirected that time toward stronger editorial voice and brand storytelling.
Featured Work
From Canadian tuxedos to chic trench coats, here’s what’s dominating LFW.
March 2026
Matching sets are saving grace during the depths of winter.
January 2026
The tiny hardware detail making even basics feel cool.
January 2026
The bandage dress is back, and she's going out.
February 2026
About Me
Fashion & Retail Brand Strategist
I turn consumer insights and emerging trends into brand strategies that drive growth, using AI-powered research to get to stronger ideas faster. I think in strategy and work in stories, translating data into brand ideas that make a real impact.
I've worked across corporate communications, customer-facing retail, and brand ambassador roles, giving me an understanding of how brand strategy plays out at every touchpoint, from the boardroom brief to the shop floor.
Currently, I am completing my Master’s in Marketing Communications at University of Westminster, London. My LEGO kidult expansion proposal earned a Distinction with faculty praise for strategic insight and creative brand reflection.
My AI Stack
Human-Led · AI-Enhanced · Results-Driven
Turning Data into Actionable Brand Strategy
Approach
I integrate AI tools into research, trend analysis, and editing to work efficiently without sacrificing strategic depth. With a cultural mindset and ethical oversight, I shape insights that keep a brand’s voice authentic and resonant, while AI helps process and organise data.
Impact in Practice
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LEGO UK: Identified a niche "kidult" market opportunity, absent from standard industry reports, for a £7.5M omni-channel campaign. LEGO market analysis completed in days rather than weeks.
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Fizzy Mag: Halved trend research cycles, scaling output to 3+ articles per week with a 4-week content lead.
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Mindset: AI enhances, never replaces, strategic thinking and creative judgment.
Human Led · AI Enhanced · Results Driven
Result
By using AI to handle routine data processing and initial trend mapping, I dedicate more capacity to high-level brand positioning, creative direction, and long-term retail growth.
Retail Operations
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Customer Styling
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Inventory Management
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Store Operations
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Sales Execution
AI & Technical Skills
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Claude for market research & data synthesis
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ChatGPT for drafting & iteration
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Gemini for image rendering
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Prompt engineering for accelerated strategy work
EXPERTISE
Skills & Tools
Strategic Skills
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Brand Strategy
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IMC Planning
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Market Research
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Trend Forecasting
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Consumer Insights
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Presentation & Stakeholder Communication
Software & Platforms
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Canva
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Wix
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Figma
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Google Analytics
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Adobe Suite
Creative Skills
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Fashion Writing
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Content Creation
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Storytelling
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Campaign Development
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Editorial Planning
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Digital Design
Education
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M.A. Marketing Communications · University of Westminster · London
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B.A. Communication (PR) · Monmouth University · New Jersey
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