James Moore

Background

About James Moore

I lead global brand strategy at LePub Amsterdam, working with some of the world’s most recognisable brands like Heineken, Desperados, and Toblerone. For me, strategy isn’t just about numbers or creative ideas in isolation, it’s about finding the human truths that can move culture and business at the same time. I use a mix of data analysis, cultural insight, and a lot of curiosity to get there. Over the past decade, I’ve worked on everything from launching Heineken 0.0 to helping small bars reopen with “Shutter Ads” and “Back the Bars.” I’ve seen first-hand how the right idea can travel the world, shift perception, and make a measurable difference. I’m happiest when I’m working with smart, diverse teams to solve tricky problems — whether that’s rethinking a brand’s positioning, finding new ways into a market, or helping a good idea become a great one.