Brand strategist. Marketing science obsessive.
Strategy built on evidence, shaped by curiosity. Research from the Ehrenberg-Bass tradition, behavioural psychology, and a career spent on every side of the table, agency, consulting, and building a brand from scratch.
Agencies, performance, founding a brand.
Every side of the table.
I’m a brand strategist who works at the intersection of evidence-based methodology, behavioural psychology, and sharp creative thinking. My strategic foundation draws on Ehrenberg-Bass Institute principles, the same research tradition the world’s largest brands rely on to understand how growth actually works. I layer in audience psychology, neuroscience, and narrative architecture, because how people perceive, decide, and remember is at the centre of everything I build.
I started my marketing journey in London, first via the academic lens then via agencies, working on CSR campaigns for clients like FICO, British Airways, and UNICEF, then moved into performance and user acquisition, running European campaigns for Deliveroo, UberEats, and Playtika. That combination taught me something most strategists learn late or never: brand and performance live in the same business, and strategy that ignores either side is strategy that breaks on contact with the real world.
Then I built my own. First a media agency focused on mobile performance, then a DTC brand that I founded, grew, and sold. Going from the strategy side of the table to the founder side changed how I think about every engagement since. Budgets are finite, teams are small, decisions have to hold up under the pressure of actual operations, actual customers, and actual revenue targets. The work I do now carries that weight, because I’ve sat in the chair.
Today I work with founders and brand teams across the EU, US, Canada, and Asia. Health-tech, FMCG, retail, kidswear, apparel, legal, wellness, the industries vary, but the questions are remarkably similar. How should this brand grow? What should it stand for? Why should someone choose it over the obvious alternative? I bring the same rigour to a two-person startup as I do to an established team with a portfolio of products and 20M revenue.
Having been on every side of the table changes what you see when you look at a brand. When I sit down with yours, I’m reading behavioural research, looking at psychological studies, running EBI mechanics, calculating double jeopardy, mapping category entry points. I want to understand how buyers in your space actually decide, because that’s what determines whether the brand grows or flatlines. Storytelling matters, but storytelling has never been what scales a brand past its competition.
I also love bold creative. Cross-segmentation, merged narratives, brands that play with art and human expression on top of what is, at the end of the day, a commodity. How far we go depends on you. Some founders want restraint, others want rebellion, and I’ll bring the same strategic rigour to both.
The strategy leads.
Everything else follows from it.
GULE Branding is a strategy consultancy. I work on positioning, brand architecture, distinctive asset strategy, category entry points, messaging, and go-to-market planning. For visual branding I collaborate with your existing design team or help you brief the one you’re about to onboard, keeping everything aligned with the strategic direction. The strategy leads. Everything else follows from it.
I work directly with founders and senior teams. There’s no account manager, no junior strategist drafting the first pass. The person on the discovery call is the person doing the thinking, writing the strategy, and presenting the work.
A few lines about the business and what’s prompting the conversation is the fastest way to see if we’re a fit.
Send a brief or email directly, hello@gulebranding.com