Meet the team

Dr Natalie Edwards

president, emea

One of Canopy’s co-founders, Nat works with clients to develop meaningful, commercially-viable and future-proofed innovations, market positions and communications through the practical application of cultural insight. Nat has led global projects across categories from FMCG, finance and healthcare to media, automotive and tech – helping her clients understand and connect with consumers from the US and Latin America, Indonesia and South Korea. She has a PhD in media, gender and cultural theory and an enduring interest in the construction and evolution of meaning in culture.

Siân Pearce


Sian specialises in semiotic analysis for brand redesign and market positioning. As a Director and cofounder of Canopy, she has conducted semiotics-led insight projects across markets from the UK to Argentina, South Africa and Indonesia, for categories spanning FMCG, alcohol, charity and automotive. A trained Demographer, she holds an MSc in Demographic Methods from the University of London, and before founding Canopy spent a decade in strategic communications roles in the energy and aviation sectors.

Dr Victoria Gerstman

president, americas

Victoria works closely with brands to deliver business results through in-depth cultural analysis. She has a PhD in Culture + Media and has lived in the US, UK and Japan. Victoria has led projects for global brands across categories spanning automotive, health, entertainment, alcohol and retail. Her interest in cultural analysis began during her undergraduate studies at Columbia University, where she studied Anthropology and East Asian Languages. She also holds an MA in Social Science from the University of Chicago. Prior to joining Canopy, Victoria worked on global media accounts in New York and London.

Eve Simnett

Project Manager

Eve is a cultural analyst and project manager with concentrated experience conducting research for brands across various markets. She has worked in markets from Brazil and South Korea to the US and France, recently leading research on the changing landscapes of UK mobility and gaming culture. Eve’s background in qualitative research and South African film-making have given her a passion for actively exploring cultures in-field, with a particular interest in youth culture, wellbeing and new technologies.

Russell Williams


Russell is Canopy’s fieldwork pathfinder. Before joining Canopy, he spent 8 years working in the US tourism industry – and before that, some 12 years in the United States Navy and the Merchant Marines. He has travelled widely across the length and breadth of the US, has extensive experience in project planning and logistics, and is particularly skilled in identifying and unlocking the changing meanings and insight use-value of places and spaces – both within the US and beyond.

Ally Castle


Ally is a creative strategist, specialising in content and communication in broadcasting. A former Senior Planner for BBC Entertainment, BBC Comedy and BBC Three, Ally uses many techniques – including audience insight, content analysis, storytelling tools and workshop facilitation – to develop frameworks in which creativity and editorial judgement can flourish.