I have 12 years of experience working as a Creative Trends Manager for a beauty manufacturer supplying well known retailers and brands including M&S, Waitrose and The Body Shop. During this time, I identified key lifestyle trends, travelled to trend hot spots and worked alongside marketing and design teams to translate these into innovative concepts. I recently made the decision to become an independent consultant specialising in lifestyle trends, insights and analysis with the ultimate goal of helping drive businesses into the future. I love what I do!
What skills can you bring as a mentor?
We are all consumers with constantly evolving tastes, so I believe it’s essential to understand what these are so that brands know how to best keep us on their journey. I have the skills to be able to understand how trends may affect your business and how they can best relate to your brand.
What do you think makes the difference between a good business and a brilliant business?
A brilliant and indeed smart business knows how to keep their consumers engaged and for me, it’s really important that a brand stays true to what it stands for, challenges their audience with the brand’s emotional standpoint and of course, uses social media to listen to who’s engaging with them.
If you had your time again in business, what would you do differently?
To be honest, this is a tough one. I maybe would have taken the step to become freelance a lot earlier in my career. Having said that, I wouldn’t have gained the wealth of experience that I have now.