avid reader, evocative copywriter, ponderous cyclist, nature imbiber, dog empathiser, history buff, dyslexia ambassador, story teller, university lecturer, field archer, film ponderer, lettuce-level kick boxer, picture snapper, meandering rambler, chicken wrangler, reiki practitioner, word…smith, and all round curious seeker of insights into how the world fits together

“I’ve now founded FoxCraft. And I want to help you grow your brand.”

– Rob Allen, FoxCraft Strategy Founder


I have over 20 years’ experience in the ‘Consumer Disciplines’ – strategy, branding, marketing, innovation, communications and research – both client-side and as a consultant.

I started my career leading the marketing for a UK web start-up. I then moved into Brand Management and Innovation for global leisure products producer Daler-Rowney; developing the portfolio’s commercial value, and an annual range of new products.

I then worked with renowned research and planning house Leapfrog, in qualitative and quantitative research. This involved spending a lot of time in Tesco, lurking by the frozen peas and observing consumer behaviour.

The next ten years were spent in global brand consultancy, with industry leaders Interbrand and FutureBrand. This exposed me to a wide range of brand issues and challenges, across many markets and categories.

I have extensive experience in emerging markets across Asia. This has equipped me with a deep understanding of what it takes to grow new brands – in very challenging and evolving market conditions.

I’ve been a guest lecturer for SMU and NUS Universities in Singapore, and Nottingham University in the UK. I’m a member of the Chartered Institute of Marketing, and a recognised management consultant (PCM Singapore).

I’m now a marketing lecturer at the University of Lincoln. And I help brands like like the National Trust, Design Bridge, FutureBrand and Haines McGregor ideate, innovate, and get closer to their audiences.