Brands cut through when they understand the subcultures and communities of their audiences well enough to reflect them, speak their language and add value with credibility.

My work is not about managing social media channels or writing captions. I use digital, social behaviour and cultural signals to understand how people discover, evaluate, discuss and choose brands in a digital-first world. Social platforms are where cultural conversations start, products sell out in hours, new language enters the mainstream, reputations are built and trust can disappear overnight.

As a digital and brand strategist, I help organisations decode the behaviours, platforms, communities, creators, search patterns and cultural signals that influence how brands are perceived, trusted and recommended. My role is to translate those signals into strategic choices: where a brand has permission to play, what it should stand for, who can credibly carry the message and how it should show up across social, search, creators, earned media and owned ecosystems.

I specialise in ideas designed to travel. For Hellmann’s, that meant helping mayonnaise become culturally newsworthy: from making Hellmann’s the official mayonnaise of Sandwich, ordained by the Council of Sandwich, to securing its role as the first condiment on the UK Currency Exchange. For Gucci, it meant turning off the brand’s Instagram for the first time to create intrigue and attention around a sneaker launch. For TikTok’s International Women’s Day campaign, it meant building a platform for women in music strong enough that Shania Twain joined the conversation organically.

Increasingly, this work also includes AI search and answer engines, where brand visibility is shaped by the quality, structure, credibility and consistency of a brand’s wider digital footprint.

As GeoSight lead in the Netherlands, I support clients seeking to improve their visibility and credibility in AI-mediated discovery. That means helping brands understand which signals influence whether they are found, cited or recommended, and how better-structured content, stronger earned authority and a more credible open-platform social presence can improve discoverability.

I have applied this approach across global FMCG and consumer brands, including Unilever, Hellmann’s, PepsiCo, Lay’s, Mirinda, Danone and Gucci. As Unilever Digital Lead across Europe for Edelman, I help brands balance global consistency with local cultural relevance, ensuring digital is used not as a content layer, but as a strategic growth environment.