Insights Strategist based in Brooklyn. Currently a Senior User Researcher at Spotify.

 

Intro

Over the last ten years working across research, insights and strategy, I have consulted for a range of leading brands in the tech, lifestyle and nonprofit space. Through my current role as a Senior User Researcher I sit within the Growth part of the Spotify business. A qualitative researcher at heart, particular areas of interest include growth strategy in emerging markets, cultural research and DEI.

 
 

Work

Led end-to-end research projects for a range of corporate clients:

  • Apple, Spotify, Snapchat, Nike, Match.com (Tinder, OkCupid), Diageo, Google, PepsiCo, Unilever, L’Oréal, Shiseido, Chanel, Tiffany, Bayer, Estée Lauder, Belstaff, Mars

Developed DEI initiatives for organizations:

  • Created a program for the retention of Black employees at Spotify, including a sponsorship program

  • Optimized inclusive hiring at Spotify through the creation of a set of guidelines for hiring inclusive teams

  • Developed a teen summer program offering with MOMA to attract a diverse range of teens from different backgrounds to connect with art and the institution

Led strategic insights work for nonprofit institutions:

 

My CV

Having started my career at an insights and strategy consultancy, I have built expertise in mixed-methods research and insights-driven strategy. I have worked across a broad range of industries, brands and global markets, advocating for mixed methods approaches to solve business problems.

My work has led me to carry out research with a truly diverse range of ‘users’ on topics, such as:

  • Ethnographically observing beauty behaviors of women in Brazil (L’Oreal)

  • Re-imagining the use of the iPad with tech-forward Millennials in LA (Apple)

  • Understanding women’s relationship with health and snacking in Thailand (PepsiCo)

  • Exploring perceptions of breast cancer with Black communities in the US (Susan G. Komen)

  • Discussing women’s rights with teenage girls in rural villages in Sierra Leone (Purposeful Productions)

At present, I am a Senior User Researcher at Spotify. My focus is on driving growth through the end-to-end user funnel experience: activation, conversion and retention. I have further led a number of initiatives at Spotify related to DEI, including spearheading the creation of a sponsorship program for Black employees.

Born and raised in the UK, I am now based in Brooklyn, NY.