Director (Strategic Insights)
Paul joined Crowd DNA after working as a director at Instant Grass International, a consumer insights company based in South Africa and servicing global clients across EMEA. He began his career as a copywriter, where he won local and international awards (and wrote one or two steamy romance novels) before finding his way into insight work. Paul has worked across the spectrum; helping fintech startups land their apps successfully with new users and international alcohol brands to understand the intricacies of Vodun and fetish items in Nigeria. He is fascinated by the intersection of brands, people, tech and culture, and uses his skills and empathy to create communication, products and interventions that really make a difference. If you want to start a very long conversation with Paul, we would suggest bringing up tattoos, selvedge denim or dog showing. Or music. Or meme culture. Or kettlebells. Or myths.