Brand & Commercial Strategy for Grover

Context
I was brought in to support a leading European tech company in developing a future-facing brand and commercial strategy. The company was undergoing significant business shifts and needed clarity on its positioning, audience, and product priorities.

My Role
• Strategic analysis of existing customer base
• Identification of brand-audience misalignment
• Co-creation of a persona-led marketing & product approach
• Definition of key commercial & communication pillars

Approach
Through a collaborative and data-informed process, I helped uncover previously untapped customer insights and translated them into a new strategic direction — balancing current audience needs with future growth opportunities.

Outcome
The project resulted in a fully realigned brand foundation, a focused set of customer personas, and an actionable roadmap across brand, product, and marketing that helps the company shift from a product-led to a customer-led approach.

Note: Due to confidentiality, details of the strategy and materials cannot be publicly shared.

“What impressed me was the seniority, the lean setup, and the speed. We didn’t have meetings with ten people from the agency, just one experienced creative consultant. That made everything extremely efficient, yet still creatively high-quality.”
Benjamin Lode, VP Marketing & Product, Grover