I translate insight and performance data into messaging systems built to scale.
Led integrated campaigns across 15+ markets
Built modular messaging architectures adopted across EU, LATAM and EMEA
Integrated brand lift and performance data into strategic direction
Selected Strategic Systems
Dual Benefits - From Recognition to Comprehension Across 10+ Markets
Brand lift revealed recognition without understanding. Designed a messaging system that structurally paired Prime benefits to reinforce ecosystem value, increasing brand recall to 59% (vs. 30% norms), reduced production cycles from 3 months to 1 week, and scaled from 3 to 10 markets.
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Feel Like A Big Deal - Amazon Prime’s First Repeatable Deals Construct
Developed in 2 weeks after agency rejection. Exceeded targets with +26.3% in discounted event revenue and 59% brand recall (vs. 30% norms). Adopted globally across Prime Deal events.
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Prime Groceries - Reframing Amazon from Tech to Fresh
Subverted tech-launch conventions to shift category perception. Drove +342% traffic increase in 3 weeks and +6.35% Prime sign-ups in 6 weeks.
See Case Study
How I work
1. Identify the Gap
Identify where perception or performance is misaligned.
2. Define the Hypothesis
Clarify what needs to change in customer understanding or behaviour.
3. Build the System
Design messaging systems that can scale across formats and markets.
4. Iterate Against Signal
Refine messaging based on performance data, without attachment to individual outputs.
Scale & Signal
Managed high-volume asset ecosystems across 15+ markets
Interpreted brand lift, recall, relevance and performance metrics in partnership with analytics teams
Designed modular systems reducing production timelines from 3 months to 1 week
Balanced long-term brand architecture with rapid iteration cycles