strategy portfolio

Hi, I’m Charlotte, a strategist with over a decade of experience helping brands find their voice, sharpen their purpose, and show up meaningfully in culture. As Head of Strategy at Impero, I lead a brilliant team creating emotionally resonant, culturally relevant, and commercially effective campaigns for global clients.

What drives me is the human truth at the heart of every brief, and turning that into something bold, relevant, and impossible to ignore. Over the years, I’ve worked across spirits, skincare, fashion, travel, and luxury, partnering with brands like Havana Club, Dr. Jart+, Paco Rabanne, George at ASDA and First Choice to relaunch or redefine their positioning.

At the core of my work is a belief that strategy must earn its place, with insight, with impact, and with a healthy respect for the speed of culture.

I spend a lot of time exploring how consumer behaviour is shifting, whether it’s how Gen Z are redrawing the rules of premium, why brand purpose needs a rethink, or how midlife women are rewriting the cultural script.

My approach? Start with a sharp insight, build a culturally alive platform, and make work that moves the needle. I help clients find clarity, push ambition, and create ideas that actually do something.