What makes you special is what makes us special

What makes you special is what makes us special

Every member of our team has a unique combination of Smart, Heart & Self-Start

The Brand Genetics Behaviours manifest our Core Values

SMART

See the Bigger Picture – We think beyond the immediate. We look to the bigger context, perspective and opportunity

Do What Scares You – We embrace a growth mindset. We know that improving means stepping out of our comfort zone

HEART

In it Together – We trust, support and are straight with each other. We know our ‘we’ is stronger (and more fun) than our ‘me’

Bring Your Own Voice – We say no to cookie cutter. We bring our passion and celebrate diverse voices

SELF-START

Take Pride – We go above and beyond to deliver delight. We strive for excellence (not perfection)

Step-Up – We believe in a start-up mentality. We step up, take charge and go for it

Make it Happen – We make it possible. We sort problems with agile and creative solutions

Committed to DE&I

At Brand Genetics, our mantra is that while the world continues to change, the one constant is human nature. Core to our work is understanding that many of us are united by our motivations, goals, and behaviours – but we also recognise that there are important things that set us apart from each other. We’re committed to:

Emphasising empathy – Celebrating our own unique perspectives and empathising with others through our work helps us to deliver better, smarter insights so we can make a positive and equitable impact on people’s lives.

Building a diverse workforce – We believe that diversity fosters greater creativity and reduces groupthink. So, we’re committed to building a team with diverse backgrounds, perspectives and experiences.

Meet Team BG

Andrew Christophers

Chairman & Co-Founder

At Brand Genetics since the start-up days in 1998, specialising in food, drinks and FMCG, plus running both insight & innovation projects and training. Previously had 15 years client-side experience across Cadbury on their food brands portfolio, as head of marketing for Guinness’s lagers, and as head of innovation for KP Foods (United Biscuits). These days, Andrew is a slightly more optimistic Newcastle United FC fan, and he has recently published his first book, “Starting Up & Scaling Up a Human-First Business”, which tells the story of the first 25 years of Brand Genetics.

Tom Ellis

Innovator & brand strategist with experience across a wide range of clients and categories. Previously MD of brand & innovation consultancy Big Green Door, and Director of Strategy & Research at brand agency 1HQ. Enjoys pioneering breakthrough methodologies to unlock new insight and growth for brands & clients – creating solutions that work in the boardroom and the market. Front row rugby player, once of England students, now just on the carpet with his two kids

Fiona Barnett

Director / Head of People

Fiona is an experienced consumer insight and brand strategy specialist, endlessly intrigued about what makes people tick and brands thrive. A Marketing & Psychology graduate, and Board Account Planner at AMV BBDO, she has run numerous multi-market projects cracking strategic challenges across insight, innovation, positioning & architecture as a Consultant Strategist at Big Green Door. With a recent Certificate in Creative Writing from Cambridge University, Fiona is an aspiring radio drama writer and a keen bee keeper

Liz Thompson

Director / Head of North America

Liz is an insight-led, human-centric strategist, who uses her interest and passion for understanding consumer behaviour to spot new business & innovation opportunities. A born problem solver from Pennsylvania, Liz has a background in neuroscience and psychology and has previously held senior strategy roles in New York at Bluemarlin, Dragon Rouge and The Decision Lab. Self-proclaimed puzzle fanatic, movie buff and ice cream aficionado, she enjoys discovering the world and exploring human nature through travel, food and literature

Camila Marcondes

Director / Head of Latin America

Based out of Brazil and heading up our LatAm business, Camila is an experienced creative strategist who has been running and leading insight & innovation projects for more than half a decade at Brand Genetics – both locally and globally. Born in Rio, previously an award-winning Innovator at creative agency Biruta, with an MA from London College of Communications, and an MSc in Future-Focused Innovation at Goldsmiths in London. Photographer, surfer, climber and (perhaps inevitably) a Brazilian football fanatic!

Mia Christophers

Director / Head of Projects

Mia is highly experienced in insight, strategy & market research, with a passion for using agile and multi-lens methodologies to solve big client challenges. Previously a Senior Associate at FreshMinds, she has also worked extensively in healthcare research at Ipsos, with client-side experience at Unilever. Mia has a first-class English Language degree from Cardiff University, and an MRS Advanced Certificate distinction in market research; she came through the Ipsos MORI graduate programme, and previously worked in planning at 7Stars. She loves fashion and is always up for trying the latest health and fitness fad!

Kate Parry

Kate is an experienced innovator and brand strategist, with a passion for insight. She has a strong drive to achieve that winning formula of a solution which meets a human need while satisfying commercial goals. Previously London Innovation Centre Lead for Accenture and Client Director at Happen, with a spell at ?WhatIf! in between, Kate was also Head of Branding & Innovation at The Leading Edge in Sydney, Australia, and set up their UK business as Managing Partner. She has been seen treading the boards in all manner of stage productions in South London, and as far North as the Edinburgh Fringe.

Hannah Scarf

Associate Director

Happiest when solving big, knotty human problems, Hannah is an innovation and growth strategist with 5 years experience at ?What If! and Accenture. She loves helping global organisations use the power of insight to set more dynamic strategies, launch new innovations and create empowered cultures. Hannah hails from Holland, and outside of work, you’ll find her rolling up her sleeves in the kitchen or diving into questionably cold water

Ciaran Nilan

Associate Director

Based in New York, strategic insight and innovation consultant Ciarán started his career in the world of tech startups, building and launching new brands. He then joined Big Green Door, where he spent 4 years managing and delivering a wide range of multi-market, strategic and creative projects for some of the world’s leading FMCG brands. His insatiable hunger to learn more about different cultures and what makes people tick means he spends a lot of his spare time on Skyscanner planning his next adventure.

Steph Barrett

Associate Director

Steph works at the intersection of strategic foresight and behavioural science. She has worked with some of the world’s largest companies to develop their brands to better meet the challenges of a changing future. Whether in brand strategy or innovation, Steph specialises in synthesising the human with the cultural to create new paths to growth. She has previously worked for companies like System1 (née Brainjuicer) and Ipsos’s consulting division – and (at present count) has three degrees, including an MSc in Behaviour Change. Outside of work, you’ll find Steph playing board games, baking or with her dog, Tiggy.

Luana Kaderabek

Associate Director

Luana is an anthropologist with great experience in cultural analysis, ethnography, trend forecasting and innovation, both in Brazil and worldwide. With a background in advertising and having lived in various countries, including Argentina, Brazil and the UK, Luana brings a unique perspective to her work. She spent almost 14 years in London, where she studied Digital Anthropology at UCL and worked with many market research agencies, gaining valuable experience in the field. In addition to her work, she has a deep passion for art, psychoanalysis, meditation, sports, photography, and her furry friend, Sol.

Makena Drutman

Associate Director

Makena is a strategic powerhouse who immerses herself deeply into brand challenges to deliver relevant, innovative, and realistic solutions. With experience working at New York ad agencies, strategy and design consultancies, plus research shops – including SYLVAIN, Now What, The&Partnership and 360i – she has tackled challenges of all shapes and sizes, from brand positioning and comms planning to new product innovation and management consulting. When she’s not psycho-analyzing the latest cultural trends, you can find Makena painting, watching true crime documentaries, or spending too much money in a specialty candy store.

Luiza Cesario

Associate Director

Luiza is highly experienced in human-centred innovation, with a passion for understanding cultural and human behaviour to help develop meaningful new brands, products and experiences. Based in Rio de Janeiro, Luiza is a designer who previously worked at L’Oréal Consumer & Market Insights in Research and Innovation. She has also completed an MBA to deepen her learnings in design thinking, consumer behaviour and strategic marketing. A real prosumer and craft lover, Luiza enjoys sewing her own clothes and making pottery

Ben Preston

Head of Regional Business Development

Our specialist project architect Ben ensures we fully understand your challenge and find the perfect solution to deliver delight. Having previously been a mainstay of the consulting team, he now leads the new business efforts across our regional offices. Ben’s competitiveness stretches far beyond the office, channelled into a series of startup side hustles and sporting endeavours including ice hockey, floorball and especially skiing – basically any chance to get out to the mountains!

Emily Angelotti

Senior Consultant

An enthusiastic self-starter, Emily has a passion for exploring the "why" behind consumer behavior, ignited by her qualitative and quantitative research experience at the University of Virginia Social Behavior and Decisions Lab. Emily is a master at collaborating with clients and creative teams to ensure insights translate to actionable strategy and creative work, thanks to her time as a Senior Strategist at brand activation agency Sullivan. A Virginia native based in Brooklyn, Emily typically spends her weekends exploring the New York art and restaurant scene, or escaping the city for a hike in the mountains.

Georgia Massie-Taylor

Senior Consultant

Through her Philosophy degree, Georgia discovered a love of questioning. With 3 years’ experience in Innovation and Brand Consulting, including at ?WhatIf! and Accenture, she believes it is through a multitude of divergent thoughts, an open-minded discourse, and a bravery to occasionally do the unthinkable that all the best ideas are born. Outside work, Georgia loves to explore London, her hometown and favourite city. You’ll most likely find her at the latest exhibition, foodie hotspot or exciting new experiential venue

Joanne Cattermole

Senior Consultant

Joanne worked her way from marketing to brand strategy in the hustle and bustle of Shanghai, where she lived and worked for four years following her degree in Chinese & French at the University of Edinburgh. Captivated by people and consumer behaviour, Joanne’s complete immersion into Chinese life and her experience working with local and international clients help her navigate the significant cultural nuances across Asian and Western markets. A nomad by nature, you’ll often find her planning her next adventure or brushing up on her Mandarin and French with friends over a glass of rosé

Kate Szymanik

Senior Consultant

Kate is a dedicated consumer insight specialist with a passion for behavioural economics and sustainability. With degrees in Economics and Finance from UCL and LSE, she has broad experience of mixed research methodologies, helping leading FMCG & retail brands develop human-centred propositions, innovation and CX strategy. Kate helped set up a successful fashion brand in her native Poland, before joining C Space in consumer insight in London. She worked there for 5 years, completing a 6-month secondment at Tesco, and winning the MRS Business Impact of the Year award. Outside work, Kate’s a keen traveller, foodie, skier and art enthusiast.

Cecile Hemming

Senior Consultant

Ceal has a passion for understanding how brands connect with consumers, gained during her time working in innovation at Unilever. Her interest in what makes people ‘tick’ encouraged her to add Psychology to her English degree, while her self-start attitude led her to co-found Go Eco, an online resource to help communities go greener. With the aim of experiencing as many different places (and foods) as possible, Ceal spends a lot of her spare time searching for the cheapest holiday destinations or planning her next restaurant visit (when she’s not watching TV’s Drag Race!)

Rachel Warby

Senior Consultant

A self-confessed brand lover, Rachel has a background in insights and marketing, and a keen eye for how businesses can use creative solutions to grow. She’s a firm believer in working to challenge the status quo and believes the best innovations come from ripping up the rule book – her Psychology degree at Edinburgh University inspired a passion for using research to find human solutions to human problems. Rachel’s thirst (and indeed appetite) for different cultures has driven her around the world with a camera in hand, learning new languages and indeed picking up new recipes to try out too.

Alex Whyte

Senior Consultant

Alex’s passion for understanding human behaviour enticed him into the world of insight and innovation. Fresh out of university, he has gained not just one but two degrees from the University of St Andrews, an MA in International Relations & Management, and an MLitt in International Business. In his spare time, Alex enjoys all things health & fitness, and can be regularly found on a rugby pitch or a golf course

Seb Fagan

Senior Consultant

With a background in academic anthropology, Seb loves exploring how culture drives behaviour. As a market researcher at BAMM, he has delivered multi-market, culture-oriented studies for global brands ranging from energy and tech to clothing and FMCG. A language lover and culture vulture, Seb has degrees from Cambridge and Bristol, and found his way into the world of insights and strategy after stints living and working in Tunisia and France, and working as a language teacher in Japan. Outside work Seb likes perfecting his pirouette, catching the latest French art-house flick, and pretending to read in trendy coffee shops.

Robert Jordan

Rob is a strategic thinker with a curiosity for understanding what consumers want from brands, and a passion for how trends, ideas and people change and shape our world. This led him to study Economics & Politics at the University of Sheffield, after which he has worked in commercial strategy and logistics, with a focus on industry innovation and global opportunities. Outside work, Rob is a keen tennis player, with a passion for being out on the water or travelling

Marina Machado

Born and raised in Rio, Marina is consumer and culture obsessed, speaking four languages, and spending her free time as a trend forecaster, having previously worked for TrendWatching. She started her career in the fashion industry, before her interest in understanding human behaviour sparked her to pursue a new direction, helping brands draw from insight to innovate for their customers. Marina is a fashion enthusiast with a keen eye for creations and innovations. She keeps up with the latest consumer trends, making her your go-to source for the freshest insights. In her downtime, she enjoys traveling, reading, and unraveling murder mysteries, always ready to play detective

Sophie Lyon

While studying Business & Management, Sophie was inspired to learn more about the ‘why’ behind human behaviour, to help understand the really big questions. She began her career in logistics, developing her problem-solving skills, and has since journeyed into the world of brand strategy, insight and innovation, to dig deeper and explore her interest in human-first thinking. Sophie was part of the England Netball set-up for many years, and these days can be found in the gym before adventuring out with friends to new places, usually to try new foods!

Gray Seiler

Gray has a passion for understanding what makes people tick and the deeper, evolution-derived human motivations that prompt our behaviours. This explains her undergraduate degree in Neuroscience at the University of St Andrews, and her research at Princeton University, back in her home state, New Jersey. She is currently completing her master’s at Imperial College London in Management, with a specialisation in Innovation. Former lululemon employee, at weekends you can find Gray sweating it out at local fitness classes, or wandering through parks and museums!

Dalvin Long

Dalvin is an ambitious Generation Z’er, who is driven to understand consumer behaviors and people’s relationships with brands. With a background in marketing communications at BMW, he has a Bachelors degree of Communication and Masters of Communication and Media from Rutgers University, New Jersey. A film maker and videographer, Dalvin is passionate about helping brands discover fresh insights and innovation for their business. Outside of work, you will find him at the gym, enjoying the great outdoors or traveling to find new and exciting experiences.

Julia Poor

Julia’s fascination with how humans tick started with her love for reading and analysing characters. With a double degree from NYU in English Literature and Business, Julia began her career working in publishing houses in New York, followed by a radical move to strategic consulting at KPMG. Starting as a trainee, she was quickly promoted to consultant, working on global and local projects with brands such as Nestlé, L’Oréal, and Danone. Her passions lie in outdoorsy activities in her hometown of Rio, also playing tennis and crocheting.

Jack Gallagher

Jack has a multifaceted background, spanning innovation, growth and brand strategy, and is passionate about making new connections to uncover powerful insights. He likes to combine foresight, insight and consumer behaviour to inform strategies and drive brand growth, helping companies succeed in a complex world. With a business and engineering degree, Jack has experience in strategy and innovation consulting, and in producing video and photographic content. A Michigan native turned New Yorker, Jack spends his time outside work exploring all the city has to offer, seeking out new restaurants and experiences, with a camera (or two) in his hands!

Andrea Namirembe

With a keen interest in how human nature interacts with our modern world, Andi joined Brand Genetics for her placement year, championing DE&I whilst honing her strategic thinking and human-first processing. After completing her history degree at the University of Exeter, she returned with a passion for strategy and a knack for consumer understanding. With an eye out for consumer trends (& Hamilton lyrics), Andi is a long way from history now

Moses Munir

Insight & Innovation Intern

With a degree in Politics & International Relations, Moses has a broad knowledge and curiosity about our world, and its sociological, geographical and political nuances. Having worked in media since childhood, he has been a kids story time presenter, a television channel copywriter, a pop culture radio show host and an amateur fashion stylist. Outside work, Moses is a keen consumer of fashion, food and film, who is inspired by the cultural narratives playing out in the diaspora

Adam Hendrick

Project Planning Lead

Adam is an accomplished project manager who specialises in strategy logistics and thrives on making global projects happen. Adam joins from Flamingo where he spent over 20 years setting up international research projects, building a project management team and helping shape account direction. He has an endless passion for FMCG work, harnessing relationships with global partners and ensuring an excellent fieldwork experience. Adam loves the theatre, independent cinema and holidays to sunny destinations.

Cat King

Financial Controller

As head of all things financial, Cat is a qualified accountant with over 20 years’ experience, most recently in the creative industry. She previously ran the finance departments at Wordworks and My Chocolate, after starting her career in the corporate world with spells at both Deutsche Bank and BP. Outside work, Cat enjoys travelling and exploring new places with her 2 young kids - when she isn't busy ferrying them around tennis courts and football pitches!

Vikki Vellacott

Management Accountant

Following a career in retail customer service management at Waitrose and the John Lewis Partnership, Vikki’s passion for numbers led her to specialise in Finance. Her previous role was as Finance & HR Manager at The Academy of Executive Coaching. Outside work you will find Vikki on the tennis court, baking in the kitchen or at the theatre. However, of late more so behind the scenes chaperoning her ballet-mad daughter with her international dance dream, as she represented England at the Dance World Cup!

Andrea Sinclair

HR and Wellbeing Lead

As PA, HR and office manager, Andrea is the organising force behind the Brand Genetics team – she was previously office manager at global insight & strategy agency Flamingo, running the UK office. With a background in hospitality management, Andrea knows how to make people feel looked after. She enjoys event planning, doing anything creative, and exploring new places to visit with her daughter

Sian Penhallow

Resource Manager

Sian helps orchestrate BG’s amazing talent, enabling them to deliver the highest standards of insight and innovation. Her background is in project and resource management at Wolff Olins, Interbrand and other design agencies, where she helped keep the wheels turning with her people-first approach to resource planning. As a photographer, Sian loves all things creative, plus great food and wine, and getting outdoors for a walk or a run (when she's not organising PTA events or running around looking after her 2 children!)

Gemma Lockwood

Team & Office Assistant

Gemma’s work helps to make Brand Genetics happen! A super-reliable organiser, she excels in customer service and administrative excellence, with strong interpersonal skills and communication. Gemma’s previous experience includes working as an Event Organiser at Hen & Stag Events, as well as spells at Lex Leisure and Mothercare. Outside work, Gemma enjoys planning fun days out with family and friends – her dream day out would be attending a Puppy Yoga Class!

Cliff Fawcett

Senior Associate

A dedicated innovation and brand strategy consultant, well versed in tackling challenges across brand positioning, architecture, insight and opportunity spotting. An ex-Big Green Door Strategist and Psychology graduate, with extensive experience across food, drink, digital, personal and home care. Cliff is a climber and photographer who loves to travel

Paul Marsden

Consumer Psychologist

Chartered psychologist specialising in consumer motivation and wellbeing. PhD in media influence, researching psychology of wearable tech at the London College of Fashion. Applies psychological techniques to uncover new insights and opportunities for brands. Author of Connected Marketing and The Social Commerce Handbook. Fluent in French. Big NBA Miami Heat fan, reformed bodybuilder and diving fanatic

Nan Bai

Asia Senior Associate

Based in Shanghai, Bai is our lead associate in Asia. She has over 10 years of market research and creative strategic planning experience, gained at Added Value China (now Kantar Consulting) and SoooWhat. Bai loves to dig deeper into human needs and nuances, connecting local and global insights to identify marketing, branding and innovation solutions. She loves traveling and immersing herself into different cultures, and is also a big coffee lover and sports fan

Neha Ahmed

Born in Pakistan, educated in Saudi Arabia and resident in the UK, Neha is fascinated by culture, human psychology and social enterprise. With first class honours in Business & Management from Aston University and a Masters from LSE, she has worked at IBM in global resource management. Neha’s entrepreneurial ‘Educase’ idea – a portable desk for children in outdoor schools in Pakistan and Nepal – has won Rainmaking’s 2017 Innovation Start-Up Award

Lexi

AI Psychoanalyst

Lexi is the newest and only AI member of the BG team, and she’s an expert in revealing people’s hidden motives from the words they use. Skilled in motivational psychology and analysing qualitative data, her passion in life is to find better and deeper consumer insights – fast. Lexi has PhD-level Psychology knowledge, having been trained in advanced motivational analysis and empathy techniques. She is multi-lingual and highly conversational (she loves responding to questions), she enjoys words and reading (her name comes from her love of lexical analysis), and Lexi even created her own profile picture!

Could this be you?

We’re a growing family and always looking for diverse, talented and motivated people to join our team from interns to experienced consultants.

Please have a look at our openings below. If none are currently listed that is suitable for you, but you still think you have something unique to offer, we would love you to get in touch!

New York

Brand Genetic North America