Career History

Consultant, Oxford Insight, London, UK

June 2018 - Current
My key work examines effect of AI on the future of education. I have experience conducting user research interviews within Agile projects. I have synthesised user research on a number of projects into usable, evidence-based case studies for effective cross-cutting analysis. 

I have worked on a number of projects including advising governments on procuring digital services that best suit their needs and working with UK local authorities on a Discovery into a data ethics framework. I presented at UNESCO's 2019 Mobile Learning Week in Paris and UNESCO's invitation only 2019 International Conference on Artificial Intelligence and Education in Beijing. 

Upcoming events: 
April 22 - 23 2020 - Dublin Tech Summit 

'Should we be scared of AI?'
'More than STEM: how teaching human specialties will help prepare kids for AI'
'Is the UK ready, willing and able for AI? The Government responds to the Lords' report'

  • Project lead on a data ethics discovery project for three local authorities in the UK, conducted over 20 interviews and led report writing. 
  • Lead user researcher evaluating an AI education course for a major international tech firm.  
  • Project lead on a project comparing AI country strategies in Canada, France, the UK, Italy and the European Commission. 
  • Presented at UNESCO’s 2019 Mobile Learning Week in Paris and UNESCO's invitation only 2019 International Conference on Artificial Intelligence and Education in Beijing as part of an expert panel on AI and the future of education. 
  • Conducted user research into procurement practices within a number of governments (UK Government Digital Service and two countries in the Middle East) and contributed to the final reports - including the OECD ICT Commissioning Playbook
  • Help manage the teaching side of the business and developed and put into practice the communications strategy. 
  • Hold managerial responsibility for a Researcher within the team providing leadership and guidance for job progression and day to day support.
  • Perform general people management helping support the team and the Programme Lead. 
  • Manage invoicing and other finance matters within the company. 
  • Pitched projects to a number of government bodies, including local authorities and the NHS.

Researcher and Writer, Oxford Analytica, Oxford, UK

July 2018
Researched and wrote a brief for Oxford Analytica on Iran's women's rights movement with afocus on #metoo, 'One Million Signatures' campaign and 'My Stealthy Freedom'.

E-Commerce Manager Australia, UNDIZ, Paris, France

February 2017 – February 2018 
UNDIZ is part of the family-owned Etam Groupe which has been operating for over 100 years in France and abroad. As the sole manager of the Australian market I worked with the French UNDIZ team of over 50 people to develop and implement the Australian UNDIZ website. I produced and presented market research to the senior management tram to convince them of my launch strategy. In March 2017 went live and, using my agile business and communications strategy, I grew brand awareness, sessions and conversions. I generate over 36K followers on Facebook, and helped the brand to grow to over 1M followers worldwide.  

Key responsibilities and achievements

Business development: 

  • Planned a successful business and communications strategy aimed at building awareness, driving traffic and conversion with a focus on a high ROI within a realistic schedule and scope. 
  • Changed my strategy to include budget cuts from October to prevent a large impact on turnover and awareness building, still achieving a conversion rate of 1.1% in October.
  • Engaged with internal stakeholders to determine UNDIZ AU KPIs and appropriate objectives which were evaluated on a weekly and monthly basis and ensured project commitment.
  • Used Salesforce to manage website merchandising. 
Marketing and Communications: 
  • Worked with the graphics design team to create Facebook and Instagram ad creatives; tested these using different audiences, resulting in a higher conversion rate as well as utilising Google Analytics and Facebook data to better target consumers. 
  • Changed ad creatives on a regular basis to prevent ad fatigue and focused on the best performing products resulting in a 24% increase in turnover. 
  • Managed the UNDIZ AU Facebook page and used content to drive engagement.
  • Planned a strategic annual marketing calendar focused on key sales periods in order to stay competitive.
  • Briefed 15 Australian PR agencies, contracted and managed one - set realistic KPIs with a focus on digital channels and reviewed results with the agency on a weekly and monthly basis to gain insights into successes, areas to improve, and re-evaluate expectations. 
  • Worked with the PR agency to meet Australian media to present UNDIZ products, publish articles in key publications and social media influencer outreach. 
  • Utilised AB Tasty and Salesforce to create a 'Cyber Weekend' promotion, increasing sessions by 23% in comparison to the previous week.
Budget and Other: 
  • Managed the budget for 2017, planned the UNDIZ AU P&L 
  • Designed the budget spend with a focus on digital to take advantage of insights into millennial spending behaviour. 
  • Utilised my budget to convert and grow awareness through Facebook and Instagram ads and Google Adwords, driving traffic to the website.
  • Produced weekly and monthly reports using data from Facebook and Google Analytics to gain insights into: areas that were/were not working, areas that needed to be improved on, and key learnings. I received real-time feedback from peers and the leadership team. 
  • Developed my French reading, writing and speaking abilities - limited working proficiency.

Operations and Marketing Assistant, YUM! Brands, Pizza Hut Europe, Paris, France
March 2016 – December 2016
At Pizza Hut Europe headquarters our main objective was to work with franchisees to facilitate the growth of their business. I worked with two international trams of 10 people, enabling the smooth running of the business, learning to balance my priorities. I was recognised by the CMO and COO for my ability to learn fast whilst on the job by challenging myself and diving into areas I did not have previous experience in and succeeding. I created a more efficient way to follow and update the annual marketing budget and drove consolidation. 

Key responsibilities and achievements

  • Fully organised, planned and coordinated a three-day marketing event in London for 37 attendees, including internal and external stakeholders from across Europe and the UK.
  • Followed up with stakeholders after the marketing event, synthesised and reported on feedback to the marketing team and Pizza Hut business to facilitate future improvements. 
  • Contributed to building content for marketing events to inform stakeholders of key learnings and improvements within the business.
  • Acted as the main point of contact for marketing franchisees. 
  • Developed a press release template for new Pizza Hut restaurants opened by franchisees. 
  • Planned and executed a three-day incentive event in Sardinia for the best performing restaurant managers in Europe and produced content for presentations. 
  • Drove budget compliance reporting for the marketing team and consolidated accounts with finance.
  • Contributed to creating an online communications playbook for franchisees focusing on using social media to boost restaurant traffic. 
  • Participated in a two-day 'Leading with Heart' workshop as part of the Heartstyles programme aimed at developing heart in business (YUM! wide). Working with a mentor I analysed my driving behaviours and used key learnings to develop my capabilities. 
Editor, Africa Times (
July 2015 – March 2016 is an online news source focused on Sub-Saharan Africa. 

Key responsibilities and achievements

  • Launched and managed the site, built the network of journalists and academics to write for the site, negotiated fees with content contributors and managed the budget. 
  • Edited articles from journalists and academics on a daily basis. 
  • Researched and wrote articles, repurposed content for marketing and built the social media community.
Researcher and Analyst, Mars Omega LLP, London, UK

November 2012 – July 2014

Mars Omega is a business consultancy company.
  • Researched and analysed political, social, economic, and environmental factors in numerous markets for a number of clients contributing to key investment decisions in multinational enterprises. 
  • Produced tailored reports on investment opportunities for the partners. 

Researcher, Internship for Negar Esfandiary (journalist and oral historian), London, UK
December 2012 - March 2013
Contributed to an oral history project on women’s rights activists
  • Researched and summarised information on relevant issues and documents that related to the project including; the International Convention on the Elimination of All Forms of Discrimination against Women, the Millennium Development Goals and statistics on women’s rights (health, education, employment, etc.) globally
  • Furthered my knowledge and interest in global gender issues.
Baker, Waitress and Barrista, CC’s Cakes, London UK
August 2012 - January 2013

  • Recognised a gap in the market and pitched gluten and dairy free cake recipes to the local bakery.
  • Kept up-to-date with food trends to encourage new customers and develop new trending recipes.
Shop assistant, Hollister Co. and Gilly Hicks, London, United Kingdom
April 2012 – Aug 2012 

  • Anticipated needs and contributed to the daily achievement of sales targets.
  • Key responsibilities: greet and serve customers with a friendly attitude and operate the cash registers.

Volunteer Researcher and writer, Cambodian Centre for the Protection of Children’s Rights
June 2010 - August 2010
  • Aided fundraising efforts and donor relations.
  • Produced marketing and communication materials to attract individual and corporate donors.