Strategy lab
Where I think
out loud
Brand strategies, UX research, competitive analyses, and frameworks built independently — showing how I approach problems, not just what I've shipped for clients.
Repositioning a legacy FMCG brand for Gen Z audiences
Full brand audit, audience segmentation, and new positioning framework for a heritage consumer brand losing relevance with younger buyers.
View study →User journey mapping for a D2C skincare brand
End-to-end journey mapping, pain point identification, and conversion optimisation recommendations based on qualitative interviews.
View study →Competitive gap analysis for a SaaS HR tool
Full keyword gap audit, backlink analysis, and content strategy recommendations to close the organic visibility gap against top competitors.
View study →Building a retention loop for an edtech platform
Community engagement strategy, cohort analysis framework, and retention loop design to reduce churn for a course-based learning platform.
View study →Differentiation strategy for a D2C wellness brand
Category mapping, competitor positioning analysis, and brand differentiation framework for a crowded wellness market entry.
View study →Local SEO and review strategy for restaurant chains
Multi-location SEO audit, Google Business Profile optimisation framework, and review generation strategy for a regional F&B brand.
View study →