My career has taken me across marketing, communications and customer-focused roles, working with a range of organisations, teams and partners to understand customers, improve experiences and influence behaviour.

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Over time, my focus moved beyond campaigns and communications to the experiences behind them: how people navigate organisations, make decisions and respond to the different moments they encounter along the way.

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I became increasingly interested not only in what people say, but in what their behaviour can tell us - and what might be influencing it.

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That interest ultimately led me to complete a Master's in Consumer Psychology, adding a deeper understanding of human behaviour and research to more than two decades of practical experience.