Head of Strategy
As the Head of Strategy at Foolproof, I’m responsible for managing and building out our Experience Strategy practice. We help clients to create a strategy, plan and measurement framework for their projects, programmes and organisations. It’s an exciting new field and one that brands are embracing as they recognise that customers should be at the heart of their business and design processes.
I lead strategy engagements with clients, helping them create a long-term plan to align every customer touchpoint with their brand and business strategy. Too many projects happen in isolation and too many successes are brought down by a lack of joined-up thinking. Experience strategy is a way of fixing that. It's about understanding where you are today, where you want to get to, creating a plan to achieve that vision and implementing a measurement framework to make sure you're on track.
On large design projects, I take a leadership role in mobilising and directing the team to deliver work that improves both the experience for customers and commercial outcomes for clients.
Before focusing on experience strategy, my practice expertise was qualitative research. I've conducted over a thousand hours of research in a dozen countries around the world, interviewing gamers in Saudi Arabia, financial controllers on Wall Street, factory workers in Mexico and sales reps in Taiwan. It’s given me an appreciation of the common gap between what brands promise and what they actually deliver.
Outside of work, I’m a keen traveller. I particularly enjoy visiting some of the stranger parts of the world such as Uzbekistan and Turkmenistan – highly recommended if you’re looking for an adventure! I’m also a qualified scuba diver and hope to return to the warm waters of Australia’s Great Barrier Reef in the next few years.