About me

I'm Charlotte, a strategist with over a decade of experience helping brands find their voice, sharpen their purpose, and show up meaningfully in culture. My focus is always on finding the human truth at the heart of the brief, then turning that into something bold, relevant and impossible to ignore.

Over the years, I've worked across a wide mix of categories, from spirits and skincare to fashion retail, travel and luxury, helping brands like Havana Club, Dr. Jart+, Paco Rabanne, George at ASDA and First Choice relaunch or rethink what they stand for. What ties it all together is my belief that strategy has to earn its place, with insight, with impact, and with a healthy respect for the speed at which culture now moves.

I spend a lot of time exploring how consumer behaviour is changing, whether it's how Gen Z are reshaping the rules of premium, why brand purpose needs a serious reset, or how midlife women are rewriting the cultural script. I love helping clients get to clarity, push their ambition, and make creative that resonates in the real world.

Skills: Brand Strategy, Social Strategy, Comms Planning, Brand Transformation

Skills

brand strategy, Comms Planning, Social Strategy

Clients

Pernod Ricard USA