Associate Director, Cultural Strategy (Amsterdam)
Irina joined Crowd DNA after a client-side stint with Just Eat Takeaway in Amsterdam, where she immersed herself in slow culture, unearthing people’s food rituals, habits and unmet needs. A career highlight during that time was being nominated for the MRS Cultural Insights Award for a landscaping piece of cultural research on gaming conducted together with… Crowd DNA! Prior to that, she spent several years developing into a well-rounded researcher working agency-side in Manchester, running complex global projects across multiple markets, categories and audiences. Irina loves everything that has to do with strategic insights, but has a soft spot for storytelling, and loves crafting strategic narratives that are rooted in people’s stories and lived experiences. When not working, you can find Irina bird watching in the woods, sweating it out in a hot yoga studio or hanging out in one of Amsterdam’s super gezellig brown cafes.