we curate digital growth strategies centred around the psychology of shopping: weaving people, product and purpose together to match customers with brands via efficient, yet engaging digital experiences

t h r e a d - takes a holistic approach to digital and ecommerce growth strategy. While trading, operations, analytics, social, content, performance marketing and CRM are all important in their own right, they should be seen as the mechanics of a bigger picture strategy, not functions to optimise in isolation. 

Born out of the frustration with the fragmented methods that so many brands call a ‘digital strategy’ and a tendency to focus inwardly on brand and product, t h r e a d- builds around the wants, needs and desires of the end customer, wherever they are. 

We believe in curating an experience that ties together narrative, sentiment and operational efficiency - forming consistency, or a common t h r e a d - through every touchpoint, to foster trust, loyalty and growth.

Meet the Founder

  • Stumbling into the world of digital as a rebellion against the outdated medium of print media during a degree at Central Saint Martins in 2010, Samantha has consistently stood by the principle that successful strategy puts the end-user first.

    With over a decade of experience working across digital and ecommerce for some of the worlds most desirable luxury brands such as ERDEM, LA PERLA, PRADA and BELSTAFF, Samantha has a penchant for brands with purpose, story and soul.

    A holistic background encompassing ecommerce, marketing, customer service, technology, and operations, fused with a keen interest in macro societal trends on consumer behaviour, allows her to create future-proof growth strategies that resonate with both brand and customer.

our core focus

  • AUDIENCE

    identifying your loyal core and where the acquisition potential lies

  • BEHAVIOUR

    understanding how, why and when your audience profiles interact with your channels.

  • LIFESTYLE

    pinpointing the role your product plays within the lives of your audience, then finding ways to better connect, engage and foster relationships with them.