I steer our European business strategy

I help global brands and retailers design what’s next—reimagining customer engagement, business models, and omnichannel experiences to drive sustainable growth in an evolving world.

With a background in economics and two decades at the intersection of design, commerce, and culture, I work with leading beauty, lifestyle, fashion, and consumer products organisations to shape the future of retail, go-to-market strategy, and transformation.

As a Partner at IDEO, I lead client engagements, partnering with senior leaders to anticipate shifts in consumer behaviours, unlock new growth opportunities, and new ways of working. As a part of IDEO’s leadership team in Europe, I drive commercial strategies to position our business for the future.

Before IDEO, I spent years in retail buying, supply chain, and commercial strategy, gaining firsthand experience in how businesses create, move, and sell products globally. That foundation fuels my approach today—combining visionary thinking with operational rigour to help organisations build resilient, future-ready businesses that balance people, planet, and profit.

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