Bianca Cawthorne

Founder & CEO

Driven by a vision to enhance business growth beyond the confines of a balance-sheet and standardized approaches, I founded Butterfly back in 2009, intent on bringing human emotion and insight into the heart of strategy. I’ve built Butterfly into a world class business with studios in London, New York and Amsterdam. I get huge satisfaction from helping clients look at the world differently, unpicking their challenges through a new lens. I love breathing life into brands with emotion and defining growth beyond the core to future proof the revenue streams for our clients’ businesses. Bringing my passion for story-telling I ensure we build excitement, energy and conviction to ensure those ideas land in the business and live into execution.

Stephane Le Moullec

Group Managing Director

I like growth. I like new paths. I like unbeaten tracks. I like people who don’t think the way I do. At all. I have enjoyed pushing Butterfly’ capabilities, building new expertise and entering and conquering new sectors and geographies but retaining its challenging mindset and focus on the power of Emotions. With a background in Social Anthropology and Philosophy (PhD on Utopia) and an expertise in “Imaginary/new world and community”, I love celebrating our immense cultural differences and our universal commonality. I love to collaborate with visionary clients who seek to write a future that is yet to be created. Disruptive Futures, holistic brand experiences with a focus on space/design, new communities/tribes and the luxury sector are amongst my favourite type of challenges.

Ed Mehmed

Europe Managing Director

I am a growth strategist with 20+ years experience helping large businesses figure out what is next. I enjoy facing into the big, existential questions about the future and a business’s role within it. I believe innovation and growth strategy to be a contact sport, which requires bringing a diverse group of people together and getting out of the building with your thinking, to go experiment and learn with customers. Modern strategy is as much a creative discipline as it is a commercial analytical one, and many of the questions clients are asking requires both hemispheres of our brains. I’m passionate about the ownership for new thinking in our clients’ organisation, which relies on human aspects, like storytelling, belief and momentum.

Marcos Oliveira

Senior Strategy Director

I merge provocative creative thinking with pragmatic commercial push, my 15+ years of experience both client & consultancy side allows me to quickly navigate complex challenges, from creating a Future Back Growth Strategy to identifying Feasible High Impact Innovation opportunities that transforms categories. I have a particularl deep expertise in NPD capabilities and innovation strategy in CPG at a global or local level, helping market leading brands to ignite a healthy balance between growth, profitability, consumer value and offer differentiation.

Marilena D'Amone

Director

Bringing over 20 years in senior insights roles at major CPG organizations like Nestle, Reckitt & PepsiCo, I fuse commercial prowess with a global touch. Having woven my professional journey through 8 vibrant countries, I leverage profound cultural insights to artfully tackle complex business challenges. Beyond the boardroom, I'm an unabashed endurance enthusiast - conquering 38 marathons & ultras and pushing the limits with numerous long-distance triathlons like the Ironman throughout the years. My life is a canvas of experiences, blending the thrill of diverse cultures with the endurance of relentless pursuits.

Ellie Brady

Head of HR and Operations

As a creative at heart, spending the last 14 years being inspired by the continual evolution of the world within Brand, Strategy & Innovation, has been an exciting adventure. Combining this with a background in Finance, Degree in Business and Law and CIPD Level 7 in HR Mgt, has given me a unique perspective and specialism, for leading Global Talent and Commercial Operations in the consulting and creative industries. You will find me building talent and Ops strategies to make a genuine difference for our people and Business - putting talent transformation at the heart of what we do. I may also be known as a bold baker, novice sea explorer and living room raver!

Aga Kaczorowska

Virtual Assistant

I'm a social studies enthusiast with a knack for unravelling the mysteries of human behaviour. Growing up in Poland, my passion for international cinema not only fuelled my love for movies but also drove me to cross the pond and try out what the UK has to offer for myself. With a background in psychology, I thrive on unpacking what truly makes people tick. Having navigated roles from managing teams to styling and PA'ing, I thrive on diverse challenges. My professional journey at Butterfly is guided by the laser belief that embracing unique narratives fosters innovation and connection. Let's bring some vibrancy to our work and explore the endless possibilities together!

Cafui Awasu

Consultant

As a first-gen American, early exposure to cross-cultural, multi-lingual experiences ignited an insatiable love for uncovering the tiny threads that connect us all. From the tip of South America to scorching Sub-Saharan Africa, I’ve delved beneath the surface of both people and places to identify the cues and signals that reveal shared commonalities. Through this journey, I’ve been able to uncover the "sweet spots" - the areas of untapped potential that, when solved, contribute to making the world a better place. At Butterfly, my best work has been inspired by this - crafting bold, innovative, and sustainable ways to shape the future. Outside of work, you’ll find me sparring at my local Muay Thai gym or designing food crawls around NYC!

Cameron Swanson

Senior Consultant

Equal parts inspiration and delivery, I’m driven by viewing business challenges holistically beyond analysis. Having grown up between the UK and US and earning a liberal arts degree in Political Science and Philosophy, I weave an international perspective with a deeply curious mindset to reveal hidden insights and new directions. My work has taken me across various industries from hospitality to F&B, with a keen interest in new horizons. In my spare time, you may find me kiteboarding or unicycling.

Conor Hartigan

Senior Consultant

Among the worlds of Economics, literature, and languages I learned the power of great strategy and storytelling. Over the past 7+ yrs I’ve had the opportunity to sharpen this skillset progressing through roles in business development, into strategy consulting. Today, my work extends from leading the design of innovation & portfolio strategies in Europe for large FMCG companies, to shaping future customer value chains in North American Hospitality. Though diverse, there's always been one common thread - free-thinking and boundless collaboration. With this, we've always been able to bite the strategic challenge to its core and guide our clients to build new, sustainable avenues of growth for the future.

Emma Clarke

Product Manager

I am always curious to find alternative ways to engage with consumers to help unpick client challenges and allow clients to understand what is at the heart of the consumer’s world. I have previously worked in fieldwork agencies and strategic consultancies, culminating in an incredible partner network that allows us to reach quality consumers globally. I love helping craft the right methods and tools with the team, to give us the best output to solve the client challenge. I thoroughly enjoy working with our global network, forging strong relations with our partners and clients alike, as well as navigating any number of logistical speedbumps in order to bring the lived experiences of local consumers from around the globe to light.

Emma Wong

Associate Director

From studying in the “food capital of Italy” to sewing dresses in New York, I’m a passionate connector bringing my “third culture kid” sensitivity to galvanise any team. I’m fascinated by why people do the things they do – essential for designing a more inclusive world. Prior to joining the Butterfly team, I cut my teeth as a strategist agency-side, working on everything from kids’ clothing to K-beauty. I have led complex multi-market insight, CX and brand strategy programmes to explore the fascinating worlds of Japanese silver surfers, chronic pain sufferers, and women’s rights activists in Brazil. Outside office life, you’ll find me scouting out art exhibitions or curating the best pastry spots in town – (and abroad)!

Guy Quittenton

Senior Consultant

Whilst studying Archaeology and Anthropology at the University of Oxford, I excavated hunter-gatherer sites in Lesotho, seeing first hand our species' defining qualities of storytelling and creative collaboration. I believe that our 200,000-year-old brains are most alive when we imagine together. Over my 3 years at Butterfly, that has been validated a hundredfold, with each concept and every client 'aha' moment. I relish the chance to offer a fresh perspective - whether immersing myself in an unfamiliar category like erectile dysfunction, imagining the future of socialising or leading cultural immersions in Cape Town. If it prompts me to think and question the world around us, count me in!

Ola Kudzia

Finance Assistant

I love travels and connecting with people across the globe. That’s primarily why I moved to London and then travelled out of Europe for 2 years. My organization skills help keeping things tidy on the finance front. My interest and knowledge of history are satisfied by inspiriting conversations with colleagues working in the strategy and research. Coming from a corporate world, I love working for a company where it is so easy to connect with everyone

Victoria Spedding

Associate Director

I have a degree in Psychology, so my way in to a business problem always starts with people. The people who buy (or could buy) the product, the people who sell the product and the people making the business decisions. I am trained in counselling and am an experienced moderator, and am passionate about asking the right questions and really listening to the answer to identify the opportunities for brands and how we can make people’s lives better. I also have a masters degree in Marketing Management, meaning I can translate learnings about people into strategies for brands. I have 10+ years experience in Insight and Strategy and have worked on a wide range of categories from FMCG to white goods and paint to cars.

Lorenzo Pavesi

Senior Designer

Your go-to Designer with an appetite for turning ideas into visual magic. My journey? Fueled by a passion for creating memorable brand stories. From FMCG to Hospitality, Finance to Healthcare, I've sprinkled my creative touch everywhere. Think of me as a fusion of artistic flair and strategic thinking. My core belief? Design should evoke emotions and leave a lasting impact. Storytelling is a key element in my design approach, as I believe it adds depth and resonance to every visual creation. At Butterfly, I bring lively energy to every project, infusing it with dynamic branding, motion graphics, and video editing. Let's craft something special together!

Michelle Boulos

Consultant

As a ‘third culture kid’ who has called 6 cities across 4 continents home, I’ve cultivated a unique worldview that enriches my thinking. From pop culture to politics, I keep a finger on the pulse of today’s world and stay rooted in a blend of past, present, and future. With a marketing background, I unravel the intricacies of human emotion and find the sweet spot where strategy meets creativity to achieve the unstoppable. My journey spans agency and B2B SaaS experience where I honed skills in research, campaign development, and strategy. From skincare to travel tech, I’ve collaborated with clients across a range of categories. Infused with a touch of OCD and passion for writing, my meticulous eye-for-detail and creative flair inject attainable strategy with compelling inspiration.

Philippa Davis

Associate Director

With a background in Experimental Psychology, I am fascinated by what drives decision-making, how cognitive biases influence perceptions, and how we interact with the world around us. Getting to dig deep into what motivates people and apply those insights to meaty challenges on a daily basis is a luxury I don’t take for granted. In my 8+ years in Strategy, I have worked on a wide range of categories including F&B, personal care and hospitality, developing skills & expertise in behavioral research, foresight & disruptive innovation. Outside of work you can find me exploring NYC’s food scene, or planning my next adventure.

Tanisha Pande

Associate Consultant

From India's art museums to Singapore's migrant poetry, my nomadic childhood and anthropological training fuel my passion for unearthing powerful insights and driving transformative strategy. As a multicultural strategist, I combine cultural sensitivity with a sharp analytical eye to spark emotional connections and anchor business solutions. My work has taken me across industries, from hospitality to pet care, and I'm always eager to dive headfirst into new worlds. Outside of work, you'll find me lost in fantastical video games, crafting my next novel, or listening to Japanese rock or deep house beats.