Applying a ‘Test and Learn’ approach to Marketing

For every marketing team, experimentation is essential to understanding the efficacy of our marketing. The concept of ‘test and learn’—the process of conducting various experiments you can monitor, measure, and evaluate—helps create the data insights necessary to make decisions about where and how we spend our marketing dollars. Sometimes, there’s a misconception that test and…

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My non-fiction travel reading list

Like most people who are time poor, I find travel offers the perfect opportunity to decompress with dedicated reading time. Admittedly, I struggle to make a dent in what is increasingly becoming a long list of business-focused books, and when you pepper-in fictional narrative for balance, the list becomes even longer. But I do love…

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Can a luxury fashion brand be sustainable?

Last weekend I watched a documentary film called Fashion Reimagined. It’s been occupying a lot of my headspace this week for being fascinating, informative, and terrifying in equal measures. Fascinating because it gave me a front-row seat into the inner workings of an industry I don’t have first-hand experience. Informative for providing insight into what…

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Does Influencer Marketing Still Matter?

Think about it. Think back to the last substantial purchase you made online. If I was a betting man, I would probably say you read through a handful of reviews, maybe watched an unboxing haul video or two, scoured the net for user-generated content, and most definitely searched for specific hashtags across social. I’m pretty…

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Hey ChatGPT… tell me what happens next?

If you’re like me, you’re probably fatigued by the ubiquity of ChatGPT coverage. You can’t escape it. It’s splashed across our broadsheets, you’re confronted with it in the trade press, and you can barely swing a cat by its tail without hitting a LinkedIn boast about some content experiment that’s being conducted. It’s exhausting—and yet…

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What I learnt this year: 2022 edition

Before accepting anything always ask yourself: how does doing this bring me closer to my life goals? Give the makers of Everything Everywhere All at Once and White Lotus S2 every damn award out there. Write it down. Otherwise it doesn’t exist, or didn’t happen. Sometimes, you have to go through the experience to learn…

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Lessons from 5 years of working at Amazon

My career at Amazon almost didn’t happen. I was first approached by an Amazon recruiter in December 2016, and at the time, thought nothing of it. I was two years into working as a freelance consultant, and at no point had any ambition to return to a big company environment. Showing true Amazon tenacity, the…

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