Director, Cultural Strategy (Amsterdam & Stockholm)
Joey joined our London team from the Netherlands, where he completed a masters in economic consumer psychology at Leiden University. At Crowd DNA, he’s built a wealth of strategy, insights and branding knowledge, directing work across multiple categories and markets, always pointing to fresh opportunities through a deeper understanding of culture. This spans from a Eurasian ethnographic study into urban driving, a client immersion project on teen male attraction across five continents, and a pan-African deep dive into identity and behaviour around news radio. When that’s all done and dusted, you’ll find Joey on Depop, feeding his highly expensive (but fun) addiction to vintage designer fashion, or in records stores, digging through the crates for new wave records and Chicago house rarities.