STRAT7 announces raft of new hires and promotions

STRAT7 announces 20 appointments and promotions across four markets. These include two new hires and the creation of eight new roles to accelerate its 2024 growth strategy.


Crowd DNA, STRAT7’s cultural insight and strategy consultancy, has promoted El Pigram to Global Managing Director. Pigram will take over from founder and CEO, Andy Crysell, who will be transitioning to the role of Non-Executive Chair.

Pigram, formerly Crowd DNA’s Head of APAC, is a highly respected leader in cultural insights, consumer trends, and human behaviours. With 15+ years of experience across multiple categories and markets, Pilgram has a particular passion for brand and communications development, audience understanding, customer journey mapping, and innovation.

In addition, Crowd DNA has made three senior promotions including:

Joey Zeelen – Head of Agency, EMEA/ Amsterdam

Steph Winkler – Head of Agency, Cultural Strategy, APAC/ Australia

Stuart Malcolm – Head of Agency, APAC/ Australia 

Other appointments at Crowd DNA are:

Maxi Werkle – Associate Director, Cultural Strategy, Australia

Luzie Richt – Senior Cultural Strategist, Amsterdam

Beth Whaley – Director, Cultural Strategy, Numbers, Amsterdam

Isabelle Reman -Cultural Strategist, Amsterdam

Katie Wise -Director, Cultural Strategy, London

Dave Stenton -Senior Director, Cultural Strategy, London

Celine Longden-Naufal – Cultural Strategist, Semiotics, London

Meanwhile at sister agency Researchbods, the Bulgaria offices sees Vera Delipavlova promoted to Managing Director, and Nikolay Ivanov appointed as MI Analyst, and there are seven appointments in Leeds, UK:

Alicia Myers – Insight Director

Katie Francis – Insight Director

Kellie Hickson – Senior Onboarding Coordinator

Louise Scott – Senior Client Manager

Olly Wilson – Senior Insight Director

Anas Adan – First Line Support Analyst

Rodney Menon – Project Team Leader

Also appointed within the STRAT7 group operations is IT Security Analyst Dan Murgatroyd.

Barrie Brien, CEO of STRAT7, says: “Our strategy for sustained growth hinges not only on our expertise in advisory, insights, analytics, and data collection but also on our ability to maximise our scale and close client relationships across our agencies and global markets. These promotions are instrumental in supporting our mission to meet and exceed the service standards our international clientele expect. Moreover, it’s gratifying to see so many of our talented people choosing to develop their careers within the STRAT7 group.”


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

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Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.