CEO

Steve 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 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 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.

CHIEF PRODUCT OFFICER

Izzy 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.

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 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.

When he’s not focused on strategy, Paul is quietly passionate about his wardrobe, and has a particular penchant for a winklepicker…

MANAGING DIRECTOR

Izzi 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.

When she logs off, Izzi heads straight for the kitchen, where her love for cooking and good food comes alive, lately focusing her energy (and a lot of vinegar) on learning the satisfying craft of pickling.

DIRECTOR

Tracey 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.

HEAD OF TECHNOLOGY

Cleon’s 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.

DIRECTOR

Em is a creative thinker and developed cultural insight, design, and semiotic skills at a London brand consultancy, delivering transformational brand growth projects. Now at G, Em spends her time connecting brands to culture, and exploring how machine learning can enhance the brand building and design process.

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

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.

When he's not working, Harsh is enjoys a good strategy game or immersing himself in fictional worlds.

ASSOCIATE DIRECTOR

Leigh 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

Ellie 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 will likely make a mischievous appearance if you have the pleasure of a zoom call with Ellie.

ASSOCIATE DIRECTOR

Lucile 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.

ASSOCIATE DIRECTOR

Sophie thrives at the intersection of strategy and operations - where ambitious thinking meets practical delivery. She works with clients like Google and TED Talks to tackle complex challenges, align cross-functional teams, and turn intent into impact. Her sweet spot lies in bringing clarity to ambiguity and making big ambitions feel genuinely achievable.

Outside of work, you’ll probably find Sophie on a long run - soaking up the sights of a new place, with a podcast to tell its story.

ASSOCIATE DIRECTOR

Grace’s professional (and personal) interests lie in the weird and wonderful world of culture. Grace has extensive experience combining insight driven research methodologies in semiotics, cultural insight, brand strategy, design insight and future forecasting, and has worked with brands across the world exploring themes such as the future of intimacy for Durex,  sustainable play for LEGO, and the spirit of London for Nike.

In her spare time, Grace loves to cook for her friends and can be found sipping cider in a pub garden on a hot summers day. 

ASSOCIATE DIRECTOR

Having spent 6 years helping build innovative agencies at the cutting edge, Alice is passionate about the power of agile AI driven insight to solve brand growth challenges. With a background in anthropology and cultural insight, Alice believes that truly impactful brand strategy entails unlocking both the big story, and the people that sit at its heart. 

In her spare time, Alice enjoys morning runs in the park, Pilates and getting out into nature.

ASSOCIATE DIRECTOR

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.

SENIOR STRATEGIST

With a background in Economics, Rob’s 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.

SENIOR STRATEGIST

Helena is a strategist who specialises in using data and analytics to uncover the real, actionable meaning hidden within a world of endless information. She thrives on getting to know new brands, their challenges and ambitions, and working together to uncover growth opportunities. With a background in agency-side work, she has worked across large, multi-market strategic projects across industries including FMCG, pet care, and financial services.

Beyond her professional world, Helena has a deep love of history and enjoys exploring past stories of people and placesas a way of better understanding the world around us today.

SENIOR STRATEGIST

Manasa 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 bring the tropics into her budding vegetable garden here in the UK.

SENIOR STRATEGIST

Stephanie 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.

STRATEGIST

Aaron brings expertise in semiotics, cultural insight, and language analysis, with experience across East Asia, Europe, and North America. He has worked across luxury, fashion, FMCG, and tech, decoding cultural signals into clear, actionable strategies shaped by a global perspective and an eye for design.

 In his downtime, Aaron enjoys scrapbooking, cooking, painting, and rearranging things around the house…

STRATEGIST

With a love for both storytelling and spreadsheets, Katy combines her agency-side background doing marketing analytics for international sports with the research rigour of her history degree. She thrives on uncovering insights and shaping them into brand strategies and narratives that are as compelling as they are creative.

Often, weekends spent running, cycling or hiking are really Katy’s excuse to sip her way around her favourite cafes and pub gardens in North London.

STRATEGIST

Thea is a Brixton Finishing School graduate and has an educational background in art history and literature. Before joining the team at G, she worked in journalism and media production in Tokyo and is passionate about applying her cultural curiosity and enthusiasm for visual storytelling to the world of brand strategy.

Thea also has a keen interest in functional fashion design and likes to spend her weekends climbing and eating good food.

ANALYST

Harvey is a Brixton Finishing School graduate with an academic grounding in modern languages and film theory. Prior to life at G, he worked as a journalist for fashion and cultural publications in Milan and Barcelona.

Inside and outside of work, Harvey's interests lie in the obscurities of popular culture, ranging anything from the Mexican avant-garde to the jellied eels in his local pie and mash shop. 

ANALYST

Priya’s background in English Literature and community management has shaped her interest in how culture, creativity and data intersect. She’s motivated by uncovering insights that help brands understand people more deeply and respond meaningfully to contemporary culture. 

Outside of work, she can usually be found on a long walk to a coffee shop, writing about coffee, at a gig or museum.

ANALYST

Through her working, educational and personal pursuits, Lily has built a diverse portfolio rooted in human behaviour and contemporary culture. She draws on skills in research, data analysis, insight into sociology and culture, and creativity to craft everything from reports on brand accessibility to media strategies that go viral.

It’s pretty hard to find Lily standing still outside of work. She’s usually on the move - whether that’s joining a new club, exploring galleries, or juggling a fresh DIY project.

JUNIOR CREATIVE

Kia is a creative who cares about making things visually satisfying and keen on connecting visual language with strategic intent. With a background in media and digital design, she brings experience working on brand identity for start-ups focusing on culturally relevant marks, meanings and messages that resonate clearly within their context.

When the laptop closes, Kia enjoys jazz cafe’s, hosting friends, or a friendly game of tennis - no two weekends ever look the same.

CREDIT CONTROLLER & OFFICE MANAGER

Herdis 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.

FULL STACK DEVELOPER

Aditya is an enthusiastic software developer with over a year of experience in building user-friendly and efficient web applications. With expertise in both front-end and back-end development, Aditya focuses on creating seamless digital experiences that combine functionality with simplicity. He is dedicated to expanding his skills, staying up to date with industry trends, and continually improving his problem-solving abilities. 

In his spare time, Aditya enjoys capturing the beauty of nature through photography, reflecting his appreciation for creativity.