Associate Director, Cultural Strategy (APAC)
Ariel started her insights career at Flamingo, developing her passion for exploring the dynamics between people, culture and brands. She then moved to Kadence, where she combined the richness of people’s stories with the rigour of data. She has a wealth of qualitative experience across categories and markets, from babies’ bath time in KSA, small-home urbanites in SEA, ornamental plant growers across the US, and grooming and personal care in Japan. She has a particular love for ethnographic work to understand what shapes behaviour within the context of culture – which is exactly why she joined Crowd DNA. An avid traveller and marathon runner, Ariel used to combine the two with a ‘runcation’ every year. While waiting for that to be possible again, you can now find her most days lifting in the iron temple, and refuelling with her fave local breakfast of kaya peanut toast, soft-boiled eggs, and kopi-c kosong.