Originally a creative, Toby joined the strategy team at eatbigfish over a decade ago and is now Strategy Director and Head of Research & Insight. Working across categories and geographies he leads Challenger strategy and innovation programmes for brands such as Campari, PepsiCo and Grolsch, helping teams uncover new opportunities, stand out from the sea of sameness, and sharpen their competitive edge.

Known for combining creative Challenger examples with simple frameworks that inspire action, Toby helps teams rediscover their ambition and apply the Challenger Mindset to create disproportionate impact for their brand.