Associate Director, Cultural Strategy (Numbers, Amsterdam)
Bethan joins the Crowd DNA Numbers team in Amsterdam, following a move all the way from Melbourne, with an appetite to experience a new culture, and immerse herself in this creative hub of a city. Her curiosity for understanding people kickstarted during her psychology and marketing undergrad, where she did her honours thesis on the rise of influencers and value co-creation on social media (not that today’s definition of ‘influencer’ even existed back then…). Primarily a quantitative insights strategist, but with a love and appreciation for qual, she’s partnered with leading brands to explore the evolving landscape of charitable giving, design behaviour change and intervention strategies, and map segment needs and white space opportunity areas. She is particularly passionate about behavioural economics and using data to drive socially positive behaviour change, and recently received an ADMA certification in BE. In her spare time you can find Bethan exploring the arts and music scene in her new city, indulging in her passion for Drag Race and custom-making extravagant (note: drag-inspired) costumes.