At Blis / T-Ads, I lead the APAC insights function across 21+ markets, managing a team of 8–10 analysts. I build behavioural strategies and intelligence systems that help organisations turn human behaviour into decisions.
I built a proprietary behavioural decoding framework for understanding why consumers attach to brands and what that means for positioning, messaging, and creative direction. I also designed decision dashboards used in leadership reviews across 15+ markets, with the goal of driving decisions rather than simply documenting them.
At Foundation to Educate Girls Globally, I built a Vulnerability Index that reduced programme cost by 12% and supported scale-up to 1M+ beneficiaries. I’m a storyteller at heart: data helps me find stories about why people act as they do, and what that means for the brands and organisations trying to reach them.
