Who am I?


I am a strategist and researcher with a passion for helping companies build their brands using consumer insight and big picture thinking.

Forever curious about human behaviour, motivations and culture, I have a knack for rooting out genuine insight, simplifying the complex, and turning this into a strategy that will help my clients achieve their objectives, whether that’s changing behaviour or generating leads.

In my previous role as a Senior Strategic Planner at The Union, Scotland’s leading marketing agency, I worked across the private, public and third sectors. My clients included VisitScotland, Historic Environment Scotland, the Scottish Government, Weir Power & Industrial, Skyscanner, Heineken, the Scottish Youth Hostels Association (SYHA), Abertay University and Children 1st. 

As a freelancer, I have worked with high-growth start ups including Pasabi (AI for fashion) and Spiritus (distributed ledger technology for critical assets and infrastructure).

A skilled qualitative researcher, I have also moderated discussion groups and conducted interviews and workshops with consumers and stakeholders.

Want to see my CV?

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Caroline Olechowski, Freelance Strategist and Researcher, Edinburgh