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Strategist with 20+ years turning cultural insight into commercial direction. Started as a music journalist (Dazed, MixMag, Straight No Chaser), learned to spot shifts before they’re obvious. Now I help brands and businesses understand what’s changing in people’s lives and turn it into products, services, and strategies that work. I’ve led foresight for Mars and Adobe, built insight functions from scratch, and worked across innovation, brand positioning, and creative strategy. I bring research rigour, commercial instinct, and the ability to make complex findings useful.…Strategist with 20+ years turning cultural insight into commercial direction. Started as a music journalist (Dazed, MixMag, Straight No Chaser), learned to spot shifts before they’re obvious. Now I help brands and businesses understand what’s changing in people’s lives and turn it into products, services, and strategies that work. I’ve led foresight for Mars and Adobe, built insight functions from scratch, and worked across innovation, brand positioning, and creative strategy. I bring research rigour, commercial instinct, and the ability to make complex findings useful.

Terna Jibo

Writer, Brand Strategist, Marketing Consultant

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Strategist with 20+ years turning cultural insight into commercial direction. Started as a music journalist (Dazed, MixMag, Straight No Chaser), learned to spot shifts before they’re obvious. Now I help brands and businesses understand what’s changing in people’s lives and turn it into products, services, and strategies that work. I’ve led foresight for Mars and Adobe, built insight functions from scratch, and worked across innovation, brand positioning, and creative strategy. I bring research rigour, commercial instinct, and the ability to make complex findings useful.…Strategist with 20+ years turning cultural insight into commercial direction. Started as a music journalist (Dazed, MixMag, Straight No Chaser), learned to spot shifts before they’re obvious. Now I help brands and businesses understand what’s changing in people’s lives and turn it into products, services, and strategies that work. I’ve led foresight for Mars and Adobe, built insight functions from scratch, and worked across innovation, brand positioning, and creative strategy. I bring research rigour, commercial instinct, and the ability to make complex findings useful.

Available to hire

Strategist with 20+ years turning cultural insight into commercial direction. Started as a music journalist (Dazed, MixMag, Straight No Chaser), learned to spot shifts before they’re obvious. Now I help brands and businesses understand what’s changing in people’s lives and turn it into products, services, and strategies that work.

I’ve led foresight for Mars and Adobe, built insight functions from scratch, and worked across innovation, brand positioning, and creative strategy. I bring research rigour, commercial instinct, and the ability to make complex findings useful.

Skills

Presentation Design

Copywriting

Data Visualization

Experience Level

Presentation Design

Expert

Copywriting

Intermediate

Data Visualization

Intermediate

Language

English

Fluent

Work Experience

Senior Strategist at LIONS Advisory

July 1, 2024 - July 1, 2025

Led cultural and creative foresight studies for Mars Petcare, Bayer, Adobe and Bimbo Bakeries USA; developed frameworks turning emerging cultural and consumer shifts into product and innovation briefs; partnered with senior marketing and innovation teams to define new growth territories and creative systems; delivered global workshops and strategic reports guiding portfolio and brand planning.

Senior Brand Strategy Consultant at Hunter Design, FutureBrand, Winkreative

October 1, 2021 - July 1, 2024

Worked across brand, culture and innovation projects for Nestlé, Gillette, Purina and mixed-use retail clients. At Hunter Design, helped reposition King’s Road and Holloway Park through destination and retail strategy; At FutureBrand, guided product and brand planning for Nestlé and Purina shaping future category growth; At Winkreative, worked on cultural and place strategies connecting design, behaviour and brand experience; collaborated with research, creative and commercial teams to translate findings into actionable direction.

Senior Strategist at Freemavens

November 1, 2020 - October 1, 2021

Used social, search and behavioural data to track changing attitudes toward food, health and sustainability; translated these insights into strategic recommendations for Unilever, GSK and Diageo; collaborated with analytics and brand teams to test ideas, shape communication and identify early signals of market opportunity; helped clients connect trends to real-world growth through data storytelling.

Senior Brand Strategy Consultant at Freelance

December 1, 2017 - November 1, 2020

Worked across retail, lifestyle and entertainment brands, helping teams use cultural insight to guide creative and commercial decisions. For Universal Music Group, developed partnership and activation strategies connecting artists with lifestyle brands; For Cadogan Estate, repositioned King’s Road as a cultural destination based on new audience behaviours and retail trends; Delivered research and strategy projects for agencies including Forpeople, Winkreative, YourStudio and Fitch.

Head of Strategic Insights at Portland Design

January 1, 2016 - December 31, 2017

Built the agency’s first insights team from scratch; Led projects across food, retail and leisure, including Luton Airport retail strategy and Pink Fish restaurant brand development; Ran consumer and cultural studies mapping new behaviours and taste shifts; Designed and ran workshops to translate insight into product, service and experience ideas; Fostered a supportive environment addressing wellbeing and development.

Strategic Insight Manager at Somo (Now CI&T)

February 1, 2014 - December 31, 2016

Advised Audi, Adidas, Hive and Goldman Sachs on digital and audience strategy; Created the Connected Consumer Quarterly, a thought-leadership platform exploring how technology and behaviour reshape communication and experience; Turned digital data and consumer insight into clear guidance for product and innovation teams.

Freelance Research, Strategy & Planning Consultant

December 1, 2009 - February 1, 2014

Delivered brand and communication insight for Unilever, O2, Heinz, Levi’s, BBC, Nintendo and Smirnoff; Taught Trend Forecasting and Applied Cultural Research at the University of East London, helping students connect academic theory to real-world strategy.