My approach is rooted in uncovering real problems, validating them rigorously, and using research and data to drive smart, scalable growth.
Whether it's building internal tools that improve decision-making or validating early-stage product ideas, my work blends qualitative research, behavioural data, and rapid experimentation. I focus on what users actually do, not just what they say, and bring evidence into every stage of the product lifecycle. From strategy through to execution, I’m driven by impact, not assumptions.
