Strategy

Turning research into decisions teams can ship.

Product, service and AI strategy for companies in fintech, e-commerce, insurance and digital assets — from customer research and positioning through to a roadmap the business can actually deliver.

01

Finoa

Role: Founder's Associate, CEO Office · 2025

Finoa AI product strategy project visual

Challenge

Turn the ambition to be a visible thought leader into a system a lean team could actually run — without hiring a marketing function to run it.

Outcome

Delivered a working prototype in three months and handed it over with documentation. In its first months the FCS blog launched and became the second most viewed page on the site, and posts started generating discussion on social channels — early signals rather than a full year of data. The system runs on €780 a year.

Content output, same headcount
3xContent output, same headcount
Less time per post
90%+Less time per post
Team capacity freed per year
180+ hrsTeam capacity freed per year
Total system cost per year
€780Total system cost per year
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AIDigital assetsProduct strategy
02

Zalando

ESCP consulting project · Presented to Zalando · 2023

Zalando strategy project visual

Challenge

Customer journeys were organised around internal category logic rather than how people actually shop.

Outcome

Reframed returns as a representation problem: half of all items came back over sizing while 42% of shoppers said they couldn't see themselves in the models. Modelled a 50% to 30% return rate on inclusive AI try-on.

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Product strategyUX researchRoadmapping
03

Syfe

ESCP consulting project · Syfe · 2024

Challenge

A digital wealth platform in a saturated Singapore neobroker market needed new routes to profitability.

Outcome

Ruled out asset-backed tokens as premature and went after money customers had already set aside: $16.3bn sits in Singapore's Supplementary Retirement Scheme, where uninvested cash returns 0.05%.

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FintechProduct strategyMarket sizing
04

Allianz Partners

ESCP consulting project · Allianz Partners · 2025

Challenge

AI adoption varied widely across business units, with no shared way to measure maturity against incoming regulation.

Outcome

Built an AI maturity assessment framework: seven dimensions, five maturity levels, 101 weighted questions and a transparent scoring model, deployed as an assessment tool.

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AI governanceFramework designCompliance
05

Aleph Farms

ESCP consulting project · Aleph Farms · 2023

Challenge

A cultivated meat company approaching launch needed a route to market in a category most consumers had never tried.

Outcome

Argued against going direct to consumer and built a B2B pilot strategy: tech company canteens and high-end restaurants as controlled, credible first tastings, with a five year roadmap from Singapore to the US.

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Go to marketFoodtechRoadmapping
06

abillion

ESCP consulting project · abillion · 2024

Challenge

A sustainability review platform wanted to monetise its restaurant listings, but its leads had no contact data attached.

Outcome

Diagnosed the blocker as a data problem rather than a sales problem, and designed the CRM architecture, data model and four step enrichment pipeline needed to turn user reviews into reachable leads.

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Data strategyCRMMarketplace
07

Thrive

ESCP venture project · 2024

Challenge

Companies collect diversity data for compliance, then do nothing with it. Only 9% of employees think their employer's measures work.

Outcome

A venture concept pairing gamified, scenario-based training with a diversity analytics dashboard, positioned in the one quadrant of the market nobody occupied: data-driven and high engagement.

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Venture designProduct strategyHR tech
08

Podify

ESCP concept project · 2024

Challenge

Personal care runs on single-use plastic: 120 billion units of packaging a year, of which 9% is recycled.

Outcome

A nine month Instagram campaign for a concept brand of waterless shampoo pods, built around three audience segments with matched creative and a full KPI framework.

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Campaign strategySocialSustainability

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Design & art direction