Natalie Aylward

Senior Inventor

With a passion for understanding human psychology and a background in brand architecture, Natalie ensures her projects are laced with genuine, actionable human insight and deliver real commercial impact. At ?What If! she has honed her creative flair for writing and design to bring ideas to life to engage & inspire clients. Combining this storytelling with a meticulous attention to detail ensures Natalie delivers consistently clear, engaging & actionable project outcomes, ensuring the output makes impact in the business.

In her former life Natalie was a brand builder at an agency specialising in strategic decision making for big FMCG brands, which is where she developed her skills of using true consumer insights and behaviours to unpick seemingly complex issues and bring a simple, pragmatic solutions.

Natalie has what can only be described as an encyclopaedic knowledge of cheesy pop lyrics, and enjoys nothing more than a summer BBQ with a G&T in hand, planning her next European travel adventure.


The ?! moment I’ve felt the greatest Impact:                                                                                                                              Leading an insight-led activation project for a squeezy cheese brand. Through unpicking real, consumer frustration with existing formats and competitors, we created a powerful activation pipeline across the UK’s big four grocers, heralding the tube as the perfect ingredient for a quick and tasty cheese hit to any family staple. Sales soared by £1.25m in one year – all with no product changes.

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