Having lived and worked across continents, my passion is to find that elusive nugget that turns the tide for brands and marketers. I am a self-confessed culture hawk and soak up as I travel for pleasure or work. I like to keep a pulse on how people are changing, what that means for us and how we can ask better questions utilising behavioural science, big data and archetypes. Highlights at Butterfly include understanding how value can be defined for mass brands; defining the taste experience of a global soft drinks brand, to helping craft purposeful positioning for a shampoo brand, and guiding the future direction of brands for a spirits company. The one aspiration that remains unfulfilled is to start bringing Buddy, my very jumpy (read naturally enthusiastic) Labrador to the office but alas, this is yet to happen!