about me
Building decision-support tools, enabling operational improvement.
Consistently part of teams tasked with answering contentious, time-sensitive, and business-critical questions.
Working in Strategy, Insights, and Analytics across Technology, Media, and Consumer Goods. INSEAD alum. APAC, MENA, Pakistan.
Drawn to strategy, consumer insights, artificial intelligence, economic uplift, and social impact.
what that looks like in practice
Consumer Modelling & Market Insights
Positioning, price-pack architecture, and assortment.
PPA · segmentation · needstates
Strategy & Operational Improvement
Market entry, growth, and the models behind the call.
business cases · modelling
Purpose-Built AI & Insights Tools
Pipelines to executive views; NLP and LLM systems built solo.
SQL · Tableau · Python · NLP
built at
off the clock
Short fiction, long runs, nature and the great outdoors.