Marketing & Strategy · Consumer Insights · ROI

Strategy that moves the number.

MSc Marketing (Merit), University of Bath. I work across the whole funnel, from the first idea to the price on the shelf.

Brand thinking, trade marketing, e-commerce, and the field research that proves it earned its place.

Dubai & UK · Right to work in both markets · Open to roles Scroll

01The difference

Most marketers own one stage. I own the whole funnel.

Strategy through to sale, including the retail and finance layer most people skip. That range is the point.

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Strategy

Plan

✎

Creative

Make

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Paid media

Reach

▣

Retail

Place

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Finance & ROI

Prove

“

I build campaigns that survive the spreadsheet.

Creative ideas backed by ROI modelling, segmentation, and retail data, so the work makes business sense and not just noise.

United Kingdom Middle East Brand & performance

02The numbers behind the work

14%

Heinz pricing adjustment driven

100+

Customers interviewed in-field

15%

Growth opportunity surfaced for LEGO

12%

Lift in promotional ROI

Selected work below

03Selected work

Three projects. Three different sides of marketing. One person who can do all of them.

01

E-commerce · Build

Tecnaura online store

Leading a full-scale retail e-commerce redesign: website migration, UI/UX optimisation, and strategic product listing to lift user experience and conversion. Earlier field merchandising work drove a 10% sales uplift across retail locations.

Shopify · product research · UX & conversion

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02

Strategy · Planning

LEGO UK/I 3-year plan

An end-to-end brand strategy for a global toy leader. Converted deep consumer data into a 360° roadmap that surfaced a 15% growth opportunity, then pitched it directly to the LEGO UK & Ireland Marketing Head.

TOWS · BCG · RBV · £2.4M budget · board-ready pitch

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03

Research · Analytics

Heinz ketchup at Al Seer

Conducted on-site research across 15+ retail outlets, interviewing 100+ customers to capture Heinz brand-perception data. Authored a strategic SKU-performance report and recommended a pricing move adopted by the trade marketing team — driving a 14% pricing adjustment.

Field research · 100+ interviews · SKU analysis · Dubai

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04In focus · Heinz at Al Seer

Research & Analytics · Dubai, UAE

From the shelf,
to the spreadsheet,
to the price.

Heinz wanted to know how shoppers really saw the brand at the point of sale. I went and found out.

01

Field research, not desk research. On-site brand-perception study across 15+ retail outlets, interviewing 100+ customers to build a real evidence base.

02

Turned voice into data. Authored a strategic SKU-performance report on Heinz Ketchup, structuring raw consumer feedback into a commercial case.

03

Changed the number. Recommended a pricing adjustment that the trade marketing team adopted, a 14% move grounded directly in what shoppers said.

15+outlets

100+interviews

14%price adjustment

Heinz billboard: 'We asked people to draw ketchup. They drew Heinz.' — The brand power the field data confirmed: ask a shopper to picture ketchup, they picture Heinz.

05In focus · LEGO UK/I strategy

Strategy · MSc Capstone · Bath, UK

A board-ready plan
for a global brand.

Owned an end-to-end brand strategy for The LEGO Group, turning deep consumer data into a three-year roadmap — then pitched it to the UK & Ireland Marketing Head.

LEGO 'Why' page art: a parent and child LEGO minifigure with a tablet showing hybrid play — The core insight: kids now live in hybrid worlds, so play has to bridge physical and digital. The whole strategy hangs off this.

The strategy in three moves

Pillar 1

From Click to Brick

Modernise digital commerce — a streamlined app, TikTok Shop & SmartLink, and a loyalty program rebuilt to actually drive repeat purchase.

Pillar 2

From Display to Discovery

Turn retail aisles into discovery zones — standardised branded displays, immersive pop-ups, and a seasonal promo calendar tied to family moments.

Pillar 3

From Fandom to Loyalty

Convert fans into lifelong buyers — social SEO, influencer and UGC strategy, IP collaborations, and a scarcity-driven "Golden Brickets" launch.

LEGO 3-year timeline mapping the three pillars across 2026, 2027 and 2028 — → Sequenced the whole thing into a 3-year timeline (2026–2028), so each pillar has a clear build, scale and optimise phase rather than a wish-list.

LEGO KPI dashboard: revenue growth, market share, retail conversion, loyalty adoption, social engagement — → Tied every recommendation to a measurable KPI — revenue, kid market share, retail conversion, loyalty adoption — each benchmarked against industry data.

LEGO 'Cost of Inaction' graphic listing risks of not acting — → Closed with the commercial stakes: a "Cost of Inaction" that frames the plan as a business decision, not a nice-to-have.

15%growth opportunity surfaced

3-yrroadmap, 3 pillars

£2.4Myear-one budget modelled

1:1pitch to UK&I Marketing Head

Grounded in TOWS, BCG Matrix, Resource-Based View (VRIO), the 3 Circles model and the Ansoff Matrix.

06In focus · Tecnaura e-commerce

E-commerce · Build · Live

Not a class project.
A storefront that's live.

I designed and built the Tecnaura store as a multi-brand, multi-region retail experience — architecture, merchandising, and the buying journey, end to end.

Visit tecnaura.com ↗

01 Built brand credibility into the homepage — an authorised-retailer partner wall (Marshall, Beurer, Nike, brennenstuhl) that signals trust before the first click.

Tecnaura mega-menu grouped into Digital & Audio, Lifestyle & Health, Essentials & Power — 02 Structured a sprawling catalogue into a clean mega-menu — Digital & Audio, Lifestyle & Health, Essentials & Power — so shoppers find their way fast.

03 Wired up a working collection page — 82 SKUs with brand and product-type filters, sort, sale tags and OMR pricing tuned for the Oman market.

◇ Information architecture ◇ Catalogue & SKU structuring ◇ Multi-brand merchandising ◇ Conversion-focused UX ◇ Localisation (Oman / OMR) ◇ Shopify build & migration