The Mash team… and just some of the regular collaborators from our network

Mash Team
Leadership Team
Our Network

Conrad Persons


Conrad is one of the founders of Mash and leads global strategy projects for some of the world’s biggest brands. Conrad is heavily involved in Mash initiatives, encouraging unexpected collaborations between clients and experts – who range from slam poets to political speechwriters. He has blogged for the Guardian and the New York Times, and appeared in Fortune

Alex Dewdney

Senior Consultant

Since joining Mash, Alex has developed her skills working across numerous strategic challenges for the likes of Samsung, Vodafone and Dove. Consulting on projects such as path to purchase, portfolio mapping, and product innovation. She is passionate about uncovering new approaches to tackling brand challenges, incorporating a blend of both academic principles and creativity.

Jonathan Hills

Commercial Director

Jonny is the Commercial Director at Mash and has worked in a variety of roles prior to this, including working for 10 years in international marketing and business development roles for major professional services firms. He has an MA in economics, a Postgraduate Diploma in Marketing and is a fellow of the Royal Geographical Society.

Gabriella Eden-Badger

Senior Consultant

Gaby fuses analytics with a strong creative vision to deliver key insights in a compelling way for her clients. She is passionate about market development, growth frameworks and faster, more agile innovation. Away from work she can be found in an art gallery, practicing yoga or trying to make her own apothecary inspired products.

Liana Gregorians

Associate Director

Oxford grad Liana comes from a brand strategy background. Since joining Mash in 2013, she has worked on strategy, insight and innovation projects across sectors from FMCG and technology to luxury and retail. When not at the Studio, Liana can most likely be found indulging her love of ballet at the Royal Opera House, or walking on Hampstead Heath wishing she had a dog.

Lisa Judes

Associate Director

Lisa has over 11 years' experience in insight, brand strategy and behaviour change working in places as diverse as The Foreign and Commonwealth Office and 10 Downing Street. Lisa was the very first official employee of Mash and has been hailed the best cake maker of the studio!

Maria Mapouras

Finance Officer

Maria has a passion for maths and all things numerical. Before joining Mash, Maria financially managed her family-run hotel of 30 years, which also included handling the company’s investments and asset portfolio. At the studio, Maria looks after the day to day running of project accounts and finances, making sure every penny is accounted for. She is a keen sport enthusiast and loves a bit of healthy competition!

Emma Sant

Managing Director

Emma has an extensive career within brand consultancy working in insight, innovation and strategy across a variety of sectors. Emma is passionate about behavioural economics and has developed a behaviour change model, which unlocks strategies to help with in-market activation. She is always up for a project challenge overseas, allowing her to pursue her passion of experiencing new cultures (and cuisines!).

Jonathan Williams


Jonathan is one of Mash’s founders, and has a wealth of experience across insight, brand strategy and innovation for a wide range of global brands with a focus on an entrepreneurial approach to business growth. He was previously founding Director of Clear and Director at Added Value. His entrepreneurial passion is evident from his investment in a number of growing businesses.

Rebecca Wright


Rebecca holds an MBA in Strategy & Innovation from IE Business School in Madrid and has been at Mash since near inception. Rebecca leads diverse teams and guides direction in complex brand growth, disruptive innovation and capability challenges across industry sectors for global clients. Working on the ground in key markets from Brazil to Barbados allows Rebecca to pursue her number one passion of travel.

Shanna Boland

Associate Director

Shanna has several years of experience in brand strategy and analytics and has worked on projects across a number of industries. Recent work includes building a global growth model for the skin care category and creating brand positioning platforms for a health client. When not in the studio, Shanna loves to travel, hike, watch her football team play and enjoy good food.

Tinne Van Rompaey

Senior Consultant

Tinne is an ambitious and creative linguist, who holds a PhD in Historical English Linguistics. Tinne is fascinated by language in all its facets, and how interpretation can have a profound impact in driving strategic branding decisions. When not engrossed in words, she loves to travel, indulge in delicious Belgian chocolate and play the violin.

Anna Cooper


Anna is one of the directors at Mash and has an extensive career within brand consultancy working in insight, innovation and strategy across a wide variety of sectors from FMCG to consumer healthcare and pharma. Anna is extremely passionate about uncovering insight and has previously developed and rolled out a global insight training programme.

Glen Davies

Design Manager

With over 25 years experience in the creative industry, Glen’s describes himself as ‘creative thinker, designer, perfectionist.’ He was the creative director for the first websites for John Lewis & Waitrose, and more recently the creative lead on Which? & Marie Curie. As well being a devoted family man, Glen brings a thorough knowledge of all print and digital formats and is responsible for the creative output at Mash.

Fiona Lovatt


Fiona is one of the Directors at Mash, and has 21 years’ strategy experience, 18 spent client-side solving brand challenges at companies such as Diageo, Magners & Twinings. Fiona is passionate about using insight to build brand strategies that drive real results for clients. Fiona is excited to be opening up the Mash NYC studio later this summer.

Emily Simons


A graduate from the University of Exeter with a degree in French and Spanish, Emily’s passion for culture, travel and languages led her into the world of brand strategy with a keen interest in understanding how market differences present global brands with large strategic challenges. When not in the office, you’ll either find Emily with camera in hand, on a horse, or keeping her pet goat Snowy in good company.

Alix Creed


Alix has broad experience working with clients across a range of industries including Vodafone, Barclaycard. Alix is passionate about using innovative research techniques. Outside of work you’re likely to find Alix planning her next trip abroad, trying out a new restaurant, cooking, or doing some form of exercise to burn off some of the food.

Lou Ellerton

Associate Director

Lou is passionate about creating powerful brand and marketing strategy, with two decades of working alongside some of the world’s leading brands. She has a particular interest in kids’ & family brands, working with Argos, McDonald’s, Heinz, Kelloggs among others. Outside of Mash, Lou is passionately attached to her Kindle, her family and online shopping – though not necessarily in that order…

Rachel Gervais


With a degree in Geography from the University of Oxford, Rachel is keenly interested in exploring global differences and change to map strategic opportunities for clients. Outside of work, Rachel is often drawn to London’s local markets and theatres but also loves getting back to nature and is an enthusiastic surfer.

Olga Savina

Senior Consultant

Olga specialises in mining future and consumer psyche to deliver impactful innovation – be it brand positioning, new product development or a business growth model. She has worked on a number of successful FMCG market launches, most recently developing a new category for a leading global brewer. Olga is an advocate for responsible consumerism, behavioural economics and futurism

Louise Mercer

Associate Director

Louise learnt her craft working client side for 10 years with 2 of the world’s leading schools of marketing; Unilever & L’Oréal. Working across many sectors and segments she developed a deep passion for category strategy and insight driven, purposeful NPD. Louise also loves adventure, from driving a tuk-tuk across India to riding a horse.

Andrea Richeson

Youth culture trend research & anthropologist

Consumer anthropologist specialising in youth culture and Gen Z. Featured guest speaker at youth marketing events, writer of Teen America series

James Intriligator

Professor Consumer Psychology and Innovation

Professor of Consumer Psychology and Innovation at Bangor University. Awarded ‘National Teaching Fellow’ (UK’s highest teaching honour). Author of over 50 high-profile journal articles.

Mathew Plowright

China-focussed consultant

China-focussed consultant, copywriter and researcher. Previously Principal of China Confidential, a premium research service from the Financial Times.

Mark Champkins

Inventor and Entrepreneur

British Inventor of the Year, Inventor in Residence at the Science Museum and Dragons’ Den Winner.

Rekha Mehr MBE


Founder of Pistachio Rose. MBE 2016 New year’s honours for services to enterprise & entrepreneurship.

Leigh Tymms

Sustainability marketer

Leigh specialises in delivering green marketing and sustainability communications from large corporations to NGOS.

Jeanette Bronee

Wellness Coach

Featured and quoted in books, publications, articles and TV across the USA for her approach to health and weight-loss.

Jackson Lu

Behavioural scientist

A behavioural scientist using cutting-edge research methods to explore important social science questions. e.g., how do multicultural experiences change individuals?

David Barber

Food Entrepreneur

David is the co-founder of Blue Hill – a NY farm, restaurant, product and consulting company.

Lee Kynaston

Male grooming editor & guru

One of the UK’s best-known male grooming experts, having spent nearly eight years on Men’s Health as Grooming Editor before becoming their Online Grooming Editor.

Kara Nielsen

Food Trends Consultant

Kara’s speciality is food trends; Formerly a Culinary Director at Sterling-Rice Group and Food & Beverage Strategist, CEB Iconoculture.

Vicky Lee

Beauty blogger & Influencer

Vicky is an expert on Korean Skincare, consulting skincare brands on the latest trends.

Michael LoJudice

Music strategist

Currently Head of Global BD for China’s leading music entertainment company. Based in New York and Beijing

Carmila Legarda

Cross-cultural consultant

Over 20 years of international management consultancy. Fellow at Royal Society of Arts for her work on diversity and cross-cultural relationships

Sean Eldridge

Behaviour change practitioner

Behaviour change practitioner and Co-founder & CEO of Gain Life (a Harvard Launch Lab Venture), helping men achieve optimum mental and physical health.

Lisa Codd

Studio Manager

Lisa is Mash’s Studio Manager, she has a proven track record in office admin & management from a variety of different industries such as Rail & Construction. She thrives on being organised & having variety in her role. When not in the studio, Lisa tries to explore the world, eating different cuisines & photographing life.

Miranda Lillystone

Senior Consultant

Operating at the intersection of economics and empathy, Miranda brings both a creative and pragmatic approach to work. With an innate curiosity about human behaviour and a keen ability to translate insights into leading business solutions, she helps brands move beyond short-term solutions to position themselves for growth and sustainable market leadership. Miranda has deep experience in brand strategy, innovation, and experience design across several sectors including FMCG, retail and luxury.

Amanda Nilsson

Accounts Assistant

Having a bit of a roller-coaster from studying criminology, working in the hospital and being a nanny, I have finally found a path I want to follow when I got intrigued by finance as I enjoy problem solving and organising. Having a brown belt in self-defence, nothing scares me and I love taking on new challenges. I love discovering new places and go for wonders in the woods.

Ellie Tutt


Ellie has a broad experience having worked on brand challenges across various sectors including FMCG, Financial Services and Retail. Her passion area lies in brand strategy and creation due to her creative flair and obsession with seeing things come to life! Outside of work, Ellie is mostly likely to be found painting faces with a love of all things makeup or hunting out a bargain at the shops!

Phoebe Checker


Phoebe has experience working with a number of global brands including IKEA, Facebook and Henkel. As a Philosophy graduate she has a keen interest in exploring what drives human behaviour and delivering insight driven strategy for clients. When not at Mash, Phoebe can be found indulging in her passion for food or fashion, or working up a sweat at the gym.