As the Director of Brand Strategy and Insights at Who Gives A Crap, Henrietta Probert leverages her extensive background in consumer research and brand strategy to drive impactful initiatives that resonate with the company’s mission of sustainability and social responsibility. Since stepping into this role...
As the Director of Brand Strategy and Insights at Who Gives A Crap, Henrietta Probert leverages her extensive background in consumer research and brand strategy to drive impactful initiatives that resonate with the company’s mission of sustainability and social responsibility. Since stepping into this role in 2022, she has been instrumental in shaping the brand's narrative, ensuring that it not only reflects the values of eco-conscious consumers but also engages them in meaningful ways. Henrietta’s curiosity about consumer behavior fuels her innovative approach, allowing her to uncover deep insights that inform product development and marketing strategies.
One of her key projects has been the launch of a new line of products that align with the growing demand for sustainable alternatives in everyday essentials. By integrating consumer insights with creative branding strategies, she has successfully positioned these products in a competitive market, enhancing brand loyalty and awareness. Henrietta's expertise in integrated marketing and digital strategies has also enabled Who Gives A Crap to expand its reach through interactive campaigns that educate consumers about the importance of sustainability while promoting the brand's unique value proposition.
With a keen eye for visual design and a strong foundation in branding and identity, Henrietta ensures that every touchpoint reflects the brand’s ethos. Her ability to synthesize research findings into actionable strategies not only drives business growth but also fosters a community of engaged customers who are passionate about making a positive impact. Under her leadership, Who Gives A Crap continues to innovate and inspire, setting new standards in the industry for how brands can effectively communicate their purpose while delivering exceptional value to consumers.
