CEO

Steve (he/him) has vast experience setting up and growing consulting businesses across the UK, China, and LA. He has led global relationships and strategy projects across FMCG, Financial Services, Fashion, Retail and Telecommunications industries. His passion is a desire to to help make data more human and accessible to clients.

With an odd obsession of exploring the world of snout-to-tail eating, Steve celebrated a recent birthday with a meal of spleen terrine, lambs testicles and…a lemon sorbet.

CO-FOUNDER & CHAIRMAN

Charles (he/him) is our co-founder and passionate leader. Previously a Kantar chairman, he has consulted with many of the world’s leading marketing organisations including Nestle, Unilever, Pepsi, Old Mutual, SABMiller and Harman. He is passionate about creating brand movements and believes that they are the key resolving to the activation gap.

Before founding G Charles took some time out (12 years) to follow his other passion - farming. A passion that saw him selling his wool to Gucci.

CO-FOUNDER & COO

Our co-founder Mark (he/him) has worked in both operational regional roles and head office for the likes of Unilever, Fosters, BAT - and most recently Global Marketing COO for SABMiller. His biggest strength is the translation of big strategy into actionable and measurable operating plans across diverse cultures and geographies, helping to close the activation gap between marketing strategy and enterprise-wide market execution.

Alongside his many hobbies, Mark enjoys traversing the skies in his teddy bear shaped hot air balloon when weather permits.

MANAGING PARTNER

Izzy (she/her) is a pioneer of commercial practice in the fields of Semiotics, Cultural Strategy and Visual Analysis. She has 20 years experience building, developing and leading a Global Cultural Practice. Her superpower is harnessing innovative approaches from across Semiotics, Cultural Insight, Ethnography and Anthropology to give clients a clear vision of the role they want their brands to play in the world and how they can get there.

As you might have guessed if you have the pleasure of seeing her home on Zoom, Izzy has a love of all things interior design - and can often be found dressed in outfits matching her wallpaper…and curtains…and sofa…

CHIEF GROWTH OFFICER

Paul (he/him) brings over 25 years of consulting experience and senior management responsibility, as CMO, CGO and led the global offer, client and growth strategy initially for Added Value and subsequently for Kantar Consulting.

CTO

Jaggu (he/him) is a world leading AI developer and specialises particularly in the fields of image recognition, machine learning and creating sophisticated algorithms for data gathering and curation. He cut his teeth working for the likes of X-Box, Bing and Channel 4. He brings a unique level of technical wizardry combined with an incredible ability to translate this magic into tools and platforms that are user friendly, smart and designed to be applicable to today’s marketing challenges.

DIRECTOR

Izzi (she/her) helps brands think differently, do better and re-imagine their operating contexts. Her background in foresight and long-term brand planning has seen her collaborate with businesses like Danone, Unilever and Diageo to build future-facing growth strategies across innovation & sustainability. Izzi’s superpower is translating complex issues into simple strategies - ensuring even the most disruptive ideas lead to tangible outcomes.

INTEL & ANALYTICS DIRECTOR

Cleon’s (he/him) strength is in translating data into insight, intelligence, and stories. He has worked on both agency (Analytics Consulting Director) and client sides (People Analytics & Insights @ Walmart), harnessing analytics and storytelling to turn information into decisions and actions.

Cleon is also our resident polyglot, speaking 9 languages in total - and on the way to many more.

INSIGHTS & ANALYTICS DIRECTOR

Tracey (she/her) is a quantitative specialist with over 20 years in the research industry, including 7 years of freelancing. She has extensive experience in segmentation research, concept testing, and U&A’s for brands including Nestlé, Mondelez, SABMiller, PepsiCo and Old Mutual. Her passion lies in bringing data to life, turning it into insights and actions.

Tracey enjoys a good run with beautiful scenery and has completed 15 half marathons in beautiful places across South Africa.

MACHINE LEARNING ENGINEER

Harsh is passionate about solving challenging real world problems using ML & AI. His expertise lies in bridging the gap between business requirements and algorithmic solutions, creating scalable systems with fast deployment. From inception to implementation, Harsh has built machine learning systems from the ground up, prioritizing efficiency and accessibility. He believes in democratizing AI, ensuring that it remains transparent and accessible to all.

In his spare time, Harsh likes to play strategy games and explore fictional worlds.

ASSOCIATE DIRECTOR

Leigh (she/her) has vast experience leading multi-market growth strategy work streams for FMCG, financial services, retail and telecoms businesses. From portfolio strategy to brand positioning and innovation rooted in demand science, Leigh loves unearthing unexpected insights that unlock enduring business growth.

An explorer at heart, Leigh is unbelievably excited to find herself working in London where something new and interesting is always just around the next corner.

ASSOCIATE DIRECTOR

Em (she/her) is a creative thinker and developed futures, brand strategy, and cultural insight skills at a London brand consultancy, delivering transformational brand growth projects for the likes of Danone and Eurostar. Now at G, she spends her time connecting brands to culture.

Em seeks out her passion in the winter months, when you can find her in the mountains snowboarding (and après-ing).

ASSOCIATE DIRECTOR

Ellie (she/her) loves helping brands think outside the box and challenge themselves to go after stretchy yet high potential opportunities. She has vast cross category experience harnessing and colliding brand, cultural and human insight to inform innovation strategy and/or revive brand positionings. She has a particular passion and expertise in the world of luxury and fashion.

Outside of work, Ellie loves to be active gyming, running and walking with her cheeky little dog who, if you have the pleasure of a zoom call with Ellie, is likely to make a mischievous appearance or two on....

SENIOR STRATEGIST

Manasa (she/her) is strategist with a passion for bringing the human into data. Previously honing her skills at an AI start up, Manasa enjoys deciphering consumer behaviour through segmentation and demand science to help brands connect better with people. Manasa has worked with across a wide range of sector helping brands, such as Coca-Cola, Unilever, P&G, execute powerful strategy for growth.

During her downtime, Manasa is an amateur horticulturalist trying to being the tropics into her budding vegetable garden here in the UK.

SENIOR STRATEGIST

Lucile (she/her) joined the team directly from client-side, making it easier to put herself into our clients’ shoes. She has extensive NPD and brand development experience in FMCG as well as in retail. At G, Lucile is a organisation extraordinaire, and is has led innovation processes and pipeline strategy development with cross-functional and international teams.

Beyond spending quality time with her family, Lucile is keen baker and loves to try a new recipe.

SENIOR STRATEGIST

Elena (she/her) comes from a digital marketing background, with various roles both agency and client-side. She has experience leading consumer research across multiple markets delivering innovation and engagement projects for global brands, with an expertise in FMGC and beauty brands. She has an analytical & problem-solving approach to insights and storytelling.

In her free time Elena enjoys watching films & TV shows and practising yoga & barre.

STRATEGIST

With a complementary background in Brand Strategy and Design, Laurent (he/him) is a multifunctional strategist. His experiences working for London and Parisian based agencies across eclectic markets have conditioned him to become a real problem solver that can perfectly connect the logic and the visuals of a brand story.

Laurent has taken his love for cultural observation on stage and performed a 10min stand up in front of +100 people.

MACHINE LEARNING ENGINEER

Kumar (he/him) brings his extensive background in machine learning to help build our in-house products, Visible and Lumin.

In his spare time, Kumar is passionate about using machine learning to understand and solve real-world problems through the analysis of data, alongside learning more about computer vision and natural language processing.

STRATEGIST

Yasmin is a strategist with a focus on Futures & Foresight and Cultural Insight, driven by a desire to understand the ever-changing landscape around us and how it impacts brands. She has experience of working with clients across the fashion, alcohol and FMCG categories, crafting strategies that enable growth. Now at G, she helps businesses to create future-proof strategies as well as helping to shape and develop our Lumin tool.

Yasmin also has a keen curiosity for fashion history and loves taking photos on her 35mm film camera.

STRATEGIST

With a background in Economics, Rob’s (he/him) experience stretches Client-side operational experience with Nestlé working with household brands including Felix, Rolo, Buxton and Shreddies. His specialism is in using data and analytics to drive progress.

At the weekends, Rob can be found playing football or beekeeping at his local community hives.

STRATEGIST

Youssef (he/him) has a breadth of experience across tech, media, healthcare and consumer brands, and has worked across agencies and start-ups big and small. At G, Youssef is helping to develop our AI tools, whilst pushing clients’ efforts further through storytelling and innovative data methods.

Beyond the 9-5, Youssef is a man of many passions, and has an insatiable lust for life.

STRATEGIST

Stephanie (she/her) has a background in agency-side strategy in North America and the UK and has worked with a wide variety of FMCG, lifestyle and healthcare clients over the years. Formally educated in cognitive science and psychology, she is passionate about applying learnings from those disciplines to the world of strategy. At G, she plans to leverage her expertise in quantitative research to conduct innovative segmentation work and bring demand spaces to life.

In her free time, Stephanie can be found exploring London by walking, attending gallery openings and checking out new restaurants.

CREDIT CONTROLLER & OFFICE MANAGER

Herdis (she/her) is our Credit Controller / Office Manager extraordinaire - keeping us all sane and our diaries organised even when working from home. With her top rate organisational and project management skills, she keeps the ball rolling. She makes the impossible seem possible. Prior to joining G she supported Senior Executives at Added Value for 14 years.

Herdis used her maternity leave to turn a passion into a business, supporting and mentoring other women starting their own business.