Niamh Kidd

Senior Strategist @Rationale

Edinburgh, GB

A leading strategic thinker who uses deep consumer insight, data, and cultural understanding to develop brand positioning, marketing and communication strategies. Blend analytical rigour with creative inspiration, I translate complex client requirements into clear strategic direction to drive growth and engagement for brands. Core Responsibilities• Insight & Research: Leading research, analysing data (market, consumer, cultural), and uncovering key insights to form strategic foundations• Strategy Development: Crafting brand positioning, innovation opportunities, and overall strategic direction for brands• Creative Guidance: Writing inspiring creative briefs, collaborating closely with creative teams, and ensuring strategic clarity throughout the project• Editorial: Writing articles and blogs, scripting podcasts and videos, crafting slogans and copy for advertising campaigns• Client Relationships: Contributing to successful client relationships by understanding client needs, brand and audiences, and presenting strategic recommendations• Cross-functional Collaboration: Working with media, digital, design, and other partners for integrated solutionsKey Skills & Traits• Analytical & Imaginative: Balancing deep analysis with creative thinking• Strategic Storytelling: Crafting compelling narratives from insights• Action-Oriented: Developing clear roadmaps and actionable strategies• Brand Intuition: An innate ability to understand brands, their tone of voice, their USPs and their role in consumers\' lives• Data Savvy: Comfortable with analytics, metrics, and performance measurement

University of St Andrews

Undergraduate Degree