STRAT7 Crowd DNA

OUR TEAM

An energised, enterpreneurially-minded team who combine insight diligence with strategic know-how.

Lucy Fallon

Managing Director
(London)

Jon Watts

Head of Client Strategy

Julia Smaldone

Head of Agency
(New York)

Rachel Rapp

Senior Director, Cultural Strategy
(London)

Jono Rusbridge

Group Business Director

Kathrina Phan

Director, Cultural Strategy
(APAC)

Thomas Hayes

Director, Cultural Strategy
(APAC)

Amy Nicholson

Director, Cultural Strategy
(London)

Caitlin Taylor

Commercial Director
(EMEA)

Benji Long

Director, Cultural Intelligence
(London)

Helene Green

Associate Director, Cultural Strategy
(Amsterdam)

Sarah Selig

Associate Director, Cultural Strategy
(APAC)

Maxi Werkle

Associate Director, Cultural Strategy
(APAC)

Dan Steward

Associate Director, Cultural Strategy
(New York)

Athena Chen

Associate Director, Cultural Strategy

Eliza Raffle

Associate Director, Cultural Strategy

Jennifer Robinson

Group Creative Lead

Sophie Clark

Senior Project Producer
(London)

Luzie Richt

Associate Director, Cultural Strategy
(Amsterdam)

Isabel Stephenson

Commercial Lead
(US)

Teresa Yong

Senior Cultural Strategist
(APAC)

Tom Leverick

Associate Director, Cultural Strategy

Lailah Choudhry

Senior Cultural Strategist

Chloe Swayne

Group Design Lead

Dougie Chalmers

Senior Videographer

Tom Meadows

Senior Cultural Strategist

Olivia Anderson

Senior Cultural Strategist

Isabelle Reman

Cultural Strategis

Jake Renk

Senior Cultural Strategist
(New York)

Tommy Standish

Senior Project Producer
(New York)

Mia Bianchino

Cultural Strategist
(APAC)

Alex Smith

Director, People and Culture

Andra Deac

Financial Administrator

Lucy Fallon

Managing Director (London)

Lucy joined Crowd DNA in 2022 from The Future Laboratory where she spent years helping clients understand the evolving future landscape and how to plan for it. With a firm belief that understanding and contributing to culture is the critical unlock for successful strategy, Lucy is passionate about leading such a brilliant team of researchers who all bring different perspectives to the world of cultural insights.

Her background in journalism, comms and foresight has given her deep-rooted understanding of how culture informs and influences, as well as an innate curiosity about people and the world around them. Outside work, Lucy enjoys flora, star-gazing, tarot decks, books of any type and TV in more or less any form and genres (with two small children, this is the closest she can get to the zeitgeist…)

Crowd DNA team member portrait on a city street

Jon Watts

Head of Client Strategy

Jon joined Crowd after a career spent working in media agencies, boutique qualitative consultancies and most recently as part of Crowd DNA’s sister agency Incite.

Armed with a Sociology and Anthropology degree and a longstanding interest in what makes people tick, he’s spent his career helping clients understand the behaviours, motivations and cultural shifts that shape decision-making. Outside of work, Jon is usually running, watching horror movies or maintaining a Warhammer hobby that has somehow survived uninterrupted since the age of ten.

Crowd DNA team member portrait on a city street

Julia Smaldone

Head of Agency (New York)

Julia joined Crowd from the world of traditional media planning and strategy. In her tenure, she’s worked across clients of all industries and helped develop Crowd’s positioning in the US.

As the head of our New York office, she oversees our growing team of researchers and strategists, operating under the belief that there is no greater place to derive cultural inspiration than the city of New York. Outside of work, she’s typically training for her next marathon and questioning why she doesn’t have a different hobby.

Crowd DNA team member portrait on a city street

Rachel Rapp

Senior Director, Cultural Strategy (London)

Rachel started her career as a copywriter, before curiosity about the cultural forces behind great creative led her into futures, insight and strategy. Finding out what moves people, and spotting the patterns in culture that speak to them, is what it’s all about.

She specialises in decoding human truths and emerging behaviours, turning the messiness of culture into clear, commercially useful direction. Over the years, she’s worked across everything from whisky and banking to travel, jewellery, technology and entertainment, helping brands understand what’s changing, why it matters and what to do next. Outside work, she can usually be found talking about exercise more than doing it, and working on her review scale of luxury hot chocolate.

Crowd DNA team member portrait on a city street

Jono Rusbridge

Group Business Director

Jono joined STRAT7 as Group Business Director after almost a decade in commercial roles across award-winning insight and strategy agencies. Fluent across methodologies, he has a particular love for all things co-creative.

He’s a pro at getting to the bottom of your challenge quickly and working out the best approach to answer it, whether that’s a focused tactical project or a longer-term transformational programme. Outside work, you’ll find Jono in the kitchen or garden, likely with a glass of wine in hand.

Crowd DNA team member portrait on a city street

Kathrina Phan

Director, Cultural Strategy (APAC)

Kat spent her early career in social research, working on projects ranging from the exploration of diverse challenges facing young people in regional areas, to those of women in the Australian workforce, and attitudes towards and priorities for ageing.

She has recently made the move to Crowd DNA to further her qualitative skillset and apply her knowledge in a new space. Growing up in Sydney as a first-generation Vietnamese-Chinese Australian, and living abroad during university, has shown her the complexities that emerge when different cultures meet, mash and/or clash. When she’s not in our Chippendale base camp, you can catch Kat trying to retain her position on her football team, unconsciously dishing out life advice to her friends or hunting for a new indoor plant.

Crowd DNA team member portrait on a city street

Thomas Hayes

Director, Cultural Strategy (APAC)

Joining Crowd DNA from FiftyFive5, Tom has over eight years experience working within research and strategy. Over the course of his career, he’s worked with a host of clients across FMCG, tech, media, banking and financial services. You can also throw in alcohol, as well as the not-for-profit sector and state and federal government.

He’s led research across Europe, North America and the Asia Pacific Region. Tom is particularly passionate about research being a form of advocacy, able to galvanise and unite organisations. Outside of work, he can be found hitting drums, reading books or spending time with his cat, Barney.

Crowd DNA team member portrait on a city street

Amy Nicholson

Director, Cultural Strategy (London)

Amy joined Crowd DNA as a trend forecaster in our Crowd Signs specialism, having spent two years honing her research skills in online communities. Prior to this, she crafted her foresight knowledge as a strategist, helping brands including Google, Facebook, Microsoft, Diageo, Jameson and the BBC map their future trajectory.

She gets most excited about briefs that require her to look at intersections such as fashion and technology, gaming and banking. When she’s not thinking about work, she’s thinking about her next trip to the seaside, her next craft project or her next meal.

Caitlin Taylor

Commercial Director (EMEA)

Caitlin has spent years honing her craft in project management, producing complex, multi-market work for the likes of IKEA, Nike and Booking.com. Now Commercial Director, she leads on new business and operations across EMEA, applying the same practical mindset into designing creative approaches that bring our clients closer to culture.

She thrives on organising the chaos and untangling the knottiest of briefs. Away from her desk, you’ll find Caitlin either powering through an early morning gym class or undoing all that good work over cocktails with friends.

Crowd DNA team member portrait in a colourful striped cardigan on a London mews street

Benji Long

Director, Cultural Intelligence (London)

To the disbelief of his family and friends, Benji has proven that a degree in social anthropology can actually lead to a genuine career with income. Starting out in digital marketing as an insights strategist, he soon swapped media metrics and click-through rates for cultural insight and deeper human truths.

He now heads up our Culture At Scale specialism at Crowd, blending social and unstructured data with trends and semiotics to find signals in the noise and unlock new opportunities for brands. As somewhat of an ‘Everyman’ archetype, he also leads mixed-method projects, specialising in media, entertainment and sport for brands such as Amazon, The FA and Netflix. In his free time, you’ll find him producing jazzy-electronica (look him up, dare you) or hobbling through football games with minimal knee cartilage.

Crowd DNA team member portrait laughing in a beige hoodie on a city street

Helene Green

Associate Director, Cultural Strategy (Amsterdam)

Helene is obsessed by people. She can’t help it. She’s driven to understand what’s really happening in their lives. After starting out in brand strategy and design, she moved into insight and innovation, where she found her fire: bringing stories to life around the world so clients can truly connect with who they serve and do something really meaningful for them.

Whether that’s speaking with serious doses of empathy in well tuned in comms, or designing thoughtful products and services that cater to real needs. She’s worked across a wildly diverse mix of topics, but her favourites include plastic pollution, breastfeeding, and STEM grad recruitment. She dreams of having a Sherlock Holmes–style Mind Palace, but settles for an overuse of sticky notes.

Crowd DNA team member portrait in a green patterned scarf on a city street

Sarah Selig

Associate Director, Cultural Strategy (APAC)

Avid ocean swimmer. Kindle lover. Caramel slice fiend. Sarah was lucky enough to be born and raised in Sydney. To fulfil a life dream – and maybe a quarter life crisis – she moved to New York in 2022. With the Big Apple conquered, Sarah joined Crowd DNA in London for her next chapter and then flew back home to Sydney staying with us.

Sarah joined Crowd after almost 5 years at KPMG in their customer, brand, and marketing team. Outside the 9-5, you’ll find Sarah in the water (preferably the ocean). She loves mentoring others, listening to entrepreneurial podcasts, and going for her weekly grocery shop. Sarah ran her first (and last) marathon last year in Chicago!

Crowd DNA team member portrait in glasses and a leather blazer on a London street

Maxi Werkle

Associate Director, Cultural Strategy (APAC)

Coming from a creative background, Maxi kicked off her career working as an art director on the agency side for brands such as White Claw, Prime Video, Spotify, and Dr Martens. With a globetrotting childhood, she grew up all over Europe, followed by a few years in the US, before settling in sunny Sydney.

Different cultures and beliefs have therefore been deeply embedded into the way she thinks and works. Today, she fuses her creative lens with all things culture and strategy. An early bird, you’ll find her on sunny morning walks at the beach or teaching a 6AM Pilates class before work.

Crowd DNA team member portrait in a bright red blazer on a narrow city street

Dan Steward

Associate Director, Cultural Strategy (New York)

Dan is something of a Lifer at Crowd, this being the only place he’s ever worked (terrible student jobs aside). Over the years he’s been lucky enough to move from London to New York and pursue a lifelong dream of learning to dunk a basketball.

7 years later, a good day at work for Dan is thinking about the big questions – why is everyone suddenly buying stocks? How does technological change shape our social lives? Why IS Taylor Swift so popular?
A good day outside of work usually revolves around making music, failing to dunk in a local pickup game, or convincing people to turn their phone black and white.

Crowd DNA team member portrait smiling in front of a red brick building

Athena Chen

Associate Director, Cultural Strategy

Athena’s interest and expertise in trend forecasting has a foundation in business and culture studies, followed by journalism and agency roles. Ever curious, Athena is deeply inspired by art and design, and passionate about collecting zines and indie publications that reflect deep human emotions and introspection.

In her spare time, she is a multi-lingual arts writer and translator to facilitate intercultural exchange. As co-founder of the Chinese-language art zine Hagai, she documents cultural movements and activism across Asia to foster diverse perspectives on society and global identities.

Crowd DNA team member portrait outside a modern office building

Eliza Raffle

Associate Director, Cultural Strategy

Having split her childhood between the US and UK, Eliza has long recognised the importance and nuance of culture. Through her history BA and Msc in International Relations, she explored the influence of culture on behaviour and identity formation.

Eliza has recently been enjoying the return to IRL fieldwork, which has so far taken her across the UK and US, willing to speak to anyone and everyone to get under the skin of what makes people tick. Meanwhile, in her free time, Eliza applies her qual and quant expertise to her rigorous analysis of strava runs and fantasy football. True to her Bristol roots, Eliza is happiest at a music festival with a cider in hand.

Crowd DNA team member portrait on a tram-lined Sydney city street

Jennifer Robinson

Group Creative Lead

Jennifer Robinson has arrived at Crowd DNA from senior roles at national newspapers. Most recently she was editor across six weekend supplements for The Mirror, The Express and The People, and celebrity title OK!. Before the internet made her job easier (no more dusty ‘cuttings’ folders), she wrote for style magazines and undertook trends research for MTV.

She brings to Crowd her faith that the best way to get an exclusive story – or data, or insight (or anything, really) – can be simple. Just ask the question. And make sure you press record. When not thinking about the times she didn’t press the right button on her dictaphone, Jennifer is trying to not think about dead bodies when swimming in the Thames and teaching yoga.

Crowd DNA team member portrait in a grey jumper on a cobbled London street

Sophie Clark

Senior Project Producer (London)

After finishing a Psychology degree with an academic scholarship, Sophie started her career in Newcastle in qualitative strategy. During her time there, Sophie had work published with the IPA and was also a finalist for the AQR’s Parker Prize for emerging talent – shortlisted for her entrepreneurial mindset and enthusiasm.

Sophie joined Crowd as a strategist and then pivoted to become a Producer. She now leads Crowd’s biggest and most complex projects, ensuring nothing is missed (and giving pep talks along the way). Outside of her work, Sophie loves Sun Salutations, watercolour painting and learning how to put up shelves that will stay up.

Crowd DNA team member portrait in a light blue knitted jumper on a cobbled street

Luzie Richt

Associate Director, Cultural Strategy (Amsterdam)

Born and raised in newly reunited Berlin, Luzie was practically nursed into keeping an observing eye on culture: Her dad would often take her to ‘look at’ construction sights to see how a divided city was knitted back together.

After short stays in the US and Switzerland, she settled in Amsterdam to pursue her studies in Communications and Cultural Analysis, which allowed her an excursion across different roles in advertising and arts & culture: From doing public relations at W+K to studio production at 72andSunny and youth marketing at Van Gogh Museum. In her free time, Luzie spends most of her time at her daughter’s handball training and games, practicing her steps for Salsa dancing and learning how to professionally massage.

Crowd DNA team member portrait smiling in a narrow city lane

Isabel Stephenson

Senior Business & Strategy Consultant

With a background in Social Anthropology from the London School of Economics, Isabel brings a culturally grounded, insight-led approach to strategy. She began her career in finance before moving into a commercial role at Crowd, where she blends commercial acumen with deep cultural understanding.

Now based in New York, Isabel is focused on expanding Crowd and STRAT7’s US presence – driving new business, building partnerships, and helping brands navigate complex cultural landscapes. She has played a key role in securing and delivering work with clients and designing research and strategy that connects brands more meaningfully with their audiences. Outside of work, she can be found eating, drinking and running around NYC while occupying her son and dog.

Crowd DNA team member portrait in a cream roll-neck jumper and trench coat

Teresa Yong

Senior Cultural Strategist (APAC)

People watching has always been one of Teresa’s favourite pastimes. But her interest in humans (and vegetables) took a serious turn after a three months stint at a Japanese farm, which (together with other great life events) led her to study social anthropology at the University Of Manchester. During which, she became rather obsessed with topics like identity-making and the evolution of rituals, eventually writing an ‘at-home’ ethnography exploring the Singaporean diaspora’s ritualisation of hawker food.

Graduating with more questions than before, she found a career in cultural insights with Crowd DNA, where she gets to continue the never-ending voyage into the rabbit hole of human culture. When not doing that, you can find Teresa coaxing her edible plants to grow, eating spilled cake batter when no one is looking, or just sitting… lying down… recovering from her monthly floorball game.

Crowd DNA team member portrait in a leafy modern city plaza

Tom Leverick

Associate Director, Cultural Strategy

Tom is curious about people – what they do, and the less obvious reasons why. It started with studying archaeology at UCL learning to reconstruct whole societies from a handful of fragments. The pull towards what actually drives people took him on a roundabout route: a stretch in tech, teaching, writing investor reports for a proptech startup and coaching football in South Korea (where he remains, modestly, one for one in managerial trophies).

He was pulled into the orbit of Crowd DNA while studying for an MSc in Innovation and Sustainable Development. He’s been here ever since, getting stuck into cultural strategy across tech, FMCG and sport, and chasing the same thing he has done since his undergraduate degree: the human truths underneath it all. Outside work, Tom plays Saturday league football (averagely), reviews London’s exhibitions (highly unqualified), and cooks for friends (passably).

Crowd DNA team member portrait in a navy jumper on a cobbled London mews

Lailah Choudhry

Senior Cultural Strategist

Lailah is obsessed with words, language and cross-cultural hybridity. After an English degree at the University of Nottingham and a Masters in Applied Linguistics at UCL, Lailah trained in Commercial Semiotics learning to translate cultural research into strategy for global clients. With experience across categories like FMCG, fashion, tech, beauty and more, her favourite projects are the ones that deliver real social impact.

East London born and raised, she has a special love for street-level antics – fusion rap subcultures, urban community building and how space/place forms sociolinguistic identity. Outside of work, you can find her spitting poetry bars and dissecting lyrics, chatting to bossman at the chicken shop or taking low quality pics of the moon.

Crowd DNA team member portrait in a floral embroidered top on a London street

Chloe Swayne

Group Design Lead

Chloe has been drawing and creating for as long as they can remember. Studying BA graphic communication at Bath Spa University, they developed projects in reportage illustration, branding and publication design. They have since started their own Risograph printing press (Google it!) and has freelanced in all capacities from an illustrator to an assistant muralist.

At Crowd DNA, they bring their printmaking experience, alongside a raft of broader design skills, to our Socialise creative team. In other news, they freely admit enjoying watching reality dating shows; and, when they’re all watched, spends time drawing and going out for food.

Crowd DNA team member portrait in glasses and a cream jacket on a cobbled street

Dougie Chalmers

Senior Videographer

Dougie developed a moving-image based practice while studying for a fine art BA at Central Saint Martins. This lead him to work exhaustively as a freelance self-shooter, editor and designer in the years following his graduation, coming to specialise in creating bespoke short videos for various clients, as well as beginning a career in the camera department for commercials and music videos, before joining Crowd DNA.

Outside of the workplace, you’ll find him organising art and music events in venues around north and east London, and working on his own film projects. If not that, he loves a wee pint of Guinness at his local.

Crowd DNA team member portrait in a cap and checked shirt on a sunny street

Tom Meadows

Senior Cultural Strategist

Studying film at Warwick, Tom became fascinated with how different cultures can be represented, explored and empowered through mass media and the arts. During his time there, he spent a year split between the University Of Amsterdam and the University Of Copenhagen, where he both studied (political aesthetics, sustainable innovation, and cultural communication) and curated events alongside some of the most established cultural institutions (Rijksmuseum and Louisiana MOMA).

Now, at Crowd DNA, Tom loves getting stuck into complex strategic briefs for our tech and media clients, with a keen eye on the future of online spaces and communities. Outside of work, he tries to get to the ocean as often as he can (when the surf is good), cycles, and tries to find the perfect vintage French workwear (pointers always appreciated)

Crowd DNA team member portrait in a denim jacket on a city street

Olivia Anderson

Senior Cultural Strategist

Growing up in Amsterdam, Olivia came to understand the importance of culture from a very early age. She studied English literature at Royal Holloway, exploring notions of otherness in her dissertation, while writing about music for the student newspaper. Internships in branding and semiotics led her to stop pulling pints and start pushing herself, joining Crowd DNA where she can give her curious, creative brain free rein.

When not working, Olivia dedicates herself to the pursuit of the perfect cocktail (she mixes a mean old-fashioned). And she is most likely to be found grooving in the city.

Crowd DNA team member portrait in a printed top on a cobbled London street

Isabelle Reman

Cultural Strategist

Isabelle’s curiosity for research and cultural insights began after she listened to a lecturer from The Foresight Factory while studying content development at Stockholm’s creative business school, Hyper Island. She decided to test the field by joining the advertising agency Nord DDB as a planner intern, working with clients such as the Swedish Armed Forces, the NGO SOS Children’s Villages and the mobile carrier Telenor.

Wanting to dig deeper, she joined Crowd DNA’s Culture Club scheme in Stockholm. Outside of work, she likes to sew her own clothes, or lift weights at the gym.

Crowd DNA team member portrait in a leather jacket on a street with bicycles

Jake Renk

Senior Cultural Strategist (New York)

Jake learned to swear at a foundry on the west banks of the Mississippi. Jake learned when not to swear at home, his Mom does not even close to share his love for shop-talk. He floated from the foundry to university to working on cabins in Wisconsin to Crowd in New York.

Consistent across all locations is a love for tennis, Tom Waits, and all kinds of performance (from homilies to the QVC). He likes lots more stuff but he figures that no one wants to read more than three things and that these three things should give a tip on what his taste is.

Crowd DNA team member portrait in a light denim shirt on a city street

Tommy Standish

Senior Project Producer (New York)

Originally from Boston, Tommy headed south to New Orleans, where he studied business and sociology at Tulane University, before making his way to New York City. He joins the project production team at Crowd after spending three years at the research services company Guidepoint.

There, Tommy honed his project management skills and is able to bring an analytical eye and operational savviness to the team. When not working, he can be found adding to his sneaker collection, wandering about the streets of New York, and tackling the morning crossword.

Crowd DNA team member portrait in glasses and a cream jumper

Mia Bianchino

Cultural Strategist (APAC)

Born, raised and still enjoying her coastal roots as a Sydney-sider, Mia is driven by a curiosity for uncovering the unspoken realities of diverse societies and cultures. Kick starting her research journey writing a thesis about the micro-cultures within Australia’s parliaments, Mia began her career as a social researcher.

Usually fuelled by a rigorous tea schedule, you’ll often find Mia enjoying a bush walk, run or ocean swim in her down time. Except, of course, for when she’s gorging on an almond croissant!

Crowd DNA team member portrait on a city street in central Sydney

Alex Smith

Director, People and Culture

Alex joined Crowd DNA from the world of media. After falling into HR as a teenager, sifting CVs and scanning paperwork, she worked her way up in her most recent role, where she single-handedly created, then developed and managed, the HR function.

A confident all-rounder, she brings with her a wealth of knowledge from all sides of the human resource function, alongside a passion for moving quickly and getting things done. When she’s not getting stuck into the ever-changing world of HR, you’ll find her desperately wrestling with the decision to go to the gym or just order a Nando’s before having a quiet night in – or, on the rare occasion, visiting her local pub.

Crowd DNA team member portrait in a patterned blouse on an autumn city street

Andra Deac

Financial Administrator

From Romania, Andra originally came to the UK to continue her studies in the financial sector (she has a degree in accounting and finance). She’s been living in London for six years now and has been at Crowd DNA since the start of 2022.

When she’s not wrestling with our numbers, she’s playing let’s-pretend games with her two-year-old daughter, skiing, on the look-out for new places to travel or new things to cook.

Crowd DNA team member portrait in a grey jumper on a cobbled lane

Dave Armstrong

Operations & Project Coordinator (New York)

Originally from Ireland, Dave has been an NYC transplant for 12 years. His background is varied – with previous roles in planning and procurement, project management, technical support, and post-production role. Dave brings this wide range of skills and organization to our NY office, with the main focus on supporting the team members to achieve maximum efficiency with the launch of new projects, while also collaborating with the HR and finance teams in London. When not at work he will most likely be seen hanging out with his dog Molly. He’s an avid disco DJ, and has been known to do the occasional drag performance.

Jacob Cook

Senior Project Producer (APAC)

Jacob is a Senior Project Producer at Crowd DNA, with experience across both the London and APAC offices. He brings expertise in various research methods from his time at Flamingo and specialises in recruiting unique participants such as experts, leading-edge consumers, and influencers for projects in industries like fashion, sportswear, and tech. A standout moment in 2023 was producing a high-impact campaign for the rebrand of Emporium for Vicinity Shopping Centres. The goal was to revitalise the brand as the ‘House of Melbourne’ through a 12-month OOH, social, and PR campaign. Working closely with insights, socialise, and creative teams, the project delivered three 30-second videos, a 60-second hero film, 50 images, and a library of content that authentically captured Melbourne’s essence. Jacob thrives on collaboration, ensuring each project delivers best-in-class results through a considered approach to client management, project execution, and participant recruitment.

Zoe Papakonstantino

Cultural Strategist

Zoe is inspired by the way marketing refracts culture, and shapes the world we live in. With past experience in digital marketing, community management, and account management, she joined Crowd to hone her skills in strategy and research. She has since supported projects in the socialise and signs specialisms in various work streams spanning design, production, and semiotic analysis & strategy. On the weekends you’ll find her on her way to a yoga class, ordering an iced latte in the dead of winter, or vintage hunting in East London.

Crowd DNA team member portrait in a red knitted vest on a cobbled street

Celine Longden-Naufal

Cultural Strategist

Since completing a BSc in biological, social and medical anthropology, and a MSc in anthropology, environment and development, Céline was bombarded with positive affirmations such as: “Anthropology?! Good luck with the job search.” And: “Is that to do with dinosaurs?“ After a year of travelling around Europe and Southeast Asia, then munching her way through the banana bread phase of the Covid-19 pandemic, Céline was an ethnographic research consultant at Pukka Herbs, where she primarily focused on public perceptions towards herbal medicine in the UK.

Wanting to apply her passion for anthropology and culture in a commercial environment, Céline joined Crowd DNA, where she is honing her semiotic skills. Outside of work, you’ll find her studying menus ahead of time and dramatically power walking to Hans Zimmer soundtracks.

Crowd DNA team member portrait smiling on a cobbled city backstreet

Thom Bremer

Senior Cultural Strategist (Amsterdam)

Armed with a BSc in industrial design engineering and an MSc in strategic product design from the Technical University of Delft, Thom combines design methods and insights in his cultural analysis. Before joining Crowd DNA, Thom worked as a strategic consultant and qualitative researcher at Ipsos Strategy 3. Outside of work, Thom immerses himself in the Amsterdam nightlife and explores clubs wherever he travels. Additionally, he loves skateboarding and taking pictures with his father’s “crappy” old camera.

Sarah Petrenco

Group Commercial Director

After graduating in law from Durham University, Sarah got stuck in to brand and business strategy at creative consultancy Smith Dawson. There she cultivated her skills across the full spectrum of the branding process – from concept development to market implementation, and working with macro themes such as agelessness.

She brings a seriously acute analytical eye and a voracious appetite for learning to the business and strategy team; also great experience with brands looking to challenge, disrupt and innovate within their sector. Primarily fueled by coffee and chocolate, when she’s not at work you can find Sarah in the gym practising the holy trinity of lifts (she’s a powerlifter, don’t you know?).

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