As Head of Behavioural Innovation, Phoebe uses her background in Applied Psychology and Behavioural Economics to develop creative and scientifically-robust solutions using Cowry’s bespoke innovation framework.

Phoebe has worked closely with leading brands to design new experiences with behavioural science at the heart, embed behavioural science capability at scale and solve high-priority behavioural challenges. Her consulting experience spans a range of sectors including Financial Services, Retail, Hospitality and Aviation.