STRATEGIST
LONDON, UK
Hi, I'm HELEN
I'VE WORKED WITH BRANDS LIKE ADIDAS, LEGO AND DEPOP.
I'm a strategist who believes the best ideas live in the space between culture and commerce - where what people care about meets what drives business growth.
Over 7 years, I've built integrated brand and commerce strategies for LEGO, adidas and Depop, working across 25+ markets to create platforms that balance creative ambition with commercial results. I've reframed play for girls at LEGO, connected adidas Originals with Gen Z through authentic self-expression, and pioneered social commerce at Depop during hyper-growth.
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I've worked in both brand-side and agency environments, which means I understand the tensions on both sides - the need for creative excellence and the pressure for commercial results. My strength is bridging that gap.
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But my path here wasn't linear.
/ ABOUT ME
HOW I THINK ABOUT STRATEGY
I started in philosophy, which taught me to question assumptions and look for the truth beneath surface-level answers. That's still how I approach strategy - I'm less interested in what people say they want and more interested in what they're actually doing, the tensions they're navigating, and the cultural shifts happening around them.
Good strategy doesn't feel clever. It feels obvious - like something everyone already knew but no one had said out loud. That's what I look for: the human truth that reframes the problem and unlocks new territory.
/ MY APPROACH HAS THREE PARTS:
1/
Insight & Reframing: Find the cultural or behavioural truth that changes how we think about the problem
2/
Integration & Architecture: Build frameworks that connect brand, creative, media and commerce into a coherent system
3/
Scale & Activation: Design global-to-local systems that maintain strategic consistency while enabling market adaptation
// CURRENTLY THINKING ABOUT
OWNING THE CRINGE
Sincerity and awkwardness as modern social capital.
FRAGMENTATION OF TRENDS
From mass moments to micro-movements, culture now splinters faster than brands can follow.
​​AI AS CO-CREATOR
Not just changing how things are made, but what making means.
CULTURE OF CONTRADICTION
How opposites define modern identity, taste, and belonging.
