The funeral industry is changing, and that change should be led with empathy, curiosity, and a deep commitment to the people we serve, both inside and outside the organisations. My intention is to contribute to a more meaningful and forward-thinking future for end-of-life services, one that’s rooted in real needs, real voices, and practical solutions.

Putting People First: Everything starts with the families. A customer-centric mindset isn't just a buzzword, it's a scientific approach to innovation. By working closely with families in moments of grief and transition, we can identify tangible opportunities to make services feel a little lighter, a little easier, and more human.

Respecting Internal Wisdom: True innovation doesn’t come from the outside alone. It comes from listening to the people who already know the work intimately. I deeply value the knowledge held within teams, whether it’s a funeral director, a call centre agent, or someone managing logistics behind the scenes. Their insights are gold, and they deserve to be part of the process.

Bringing People Together: My experience has led me to grow multidisciplinary teams and interdepartmental relations, where collaboration isn’t just encouraged; it’s essential. When we break down silos and connect different perspectives, we make space for more creative, meaningful, and inclusive solutions.

Trusting Reliable Data: Intuition is important, but when paired with reliable data, it becomes powerful. I’m committed to research-driven work that’s grounded in evidence and real-world feedback. It’s how we go beyond guesswork and start making decisions that truly hold up in practice.

Solving Real Problems: Building solutions that are not only thoughtful and well-informed, but also actionable and scalable, products and services that organisations can actually implement, adapt, and grow with over time.

.