Freelance AI Ethics and Implementation Consultant at Various

I provide hands-on machine learning and language model training and consult on advanced prompt engineering, workflow integration, and strategic implementation—such as optimising models for bilingual tasks (e.g., Polish-English). I help organizations identify where AI functionality can add the most value, advise on ethics and due diligence, and enable teams to significantly increase productivity, output quality, and cost-efficiency while establishing responsible usage frameworks.

Strategic Marketing Consultant at Sainsbury’s Group, London

Digital Strategy & Efficiency: Designed and executed a digital-first social media strategy, redirecting 20%+ of marketing budget based on econometric modelling. Result: Significantly increased online presence, engagement, and marketing spend efficiency for Nectar, Argos, and Sainsbury’s brands. Content Strategy & Creative Direction: Developed and led the overarching content and creative strategy for social channels, defining key messaging pillars, visual identity, and a testing framework. Managed relationships with key influencers to drive authentic brand advocacy and reach. Social Media Growth & Engagement: Implemented data-driven social media programmes focused on community building and user-generated content. Grew follower bases and significantly increased engagement rates (likes, comments, shares) across core platforms, strengthening direct consumer relationships. High-Impact Campaign Management: Led the end-to-end 12-week Christmas social campaign, overseeing complex calendars, influencer partnerships, and geo-targeted content. Result: Drove 100% sell-through of previously underperforming products and improved key brand metrics. Marketing Operations Overhaul: Built a single source of truth platform and automated reporting dashboards, implementing AI functionality to summarise data and predict trends. Result: Enabled timely, data-backed decision-making, reduced reporting workload, eliminated siloed work and reduced operating costs by approximately 18%. Customer Insight & Loyalty Growth: Conducted in-depth market research and structured Nectar loyalty card data to identify outdated customer segments and key opportunities for growth. Result: Provided actionable intelligence that directly informed new product development (R&D), pricing, product mix, and high-value commercial partnerships (e.g., British Airways Avios), contributing directly to the growth and engagement of the loyalty programme. Brand Launch & Re-positioning: Developed brand identity and launch strategy for a new EV charging brand; led the social media refresh for the Nectar and Argos rebrands. B2B Tech Product Development: Worked with Nectar 360 teams to develop B2B technology solutions—including the Campaign Media Management, E-commerce Media Platform, and Sainsbury’s Insight Platform. Structured and connected data across the business, interlinking loyalty card and demographic data to enable precise customer targeting and analytics for enterprise partners, including Meta and YouTube.

Advisory Consultant at Deloitte LLP

Portfolio Performance & Market Intelligence: Conducted in-depth data analysis and market intelligence for private equity and real estate investors to evaluate portfolio performance, identify risks, and uncover opportunities to enhance profitability. Result: Delivered strategic roadmaps that improved portfolio ROI and operational efficiency, directly supporting clients' goals to maximise the value of their investments.