Joseph joined the London office of ?What If! early in 2007, drawn by the lure of innovating in different categories all over the world. Since then he's helped crack challenges like inventing snacks in Spain, working out what makes women buy clothes in Russia and getting people to listen to classical music in the UK. Joseph loves the constant diversity that comes with being an Inventor and has worked across Europe, North America and Asia with clients including Pepsico, Levi Strauss & Co., T-Mobile, Diageo, Scottish & Newcastle, Royal Bank of Scotland, and The Pampered Chef. In 2008 he joined our New York team, based in the East Village.

Before ?What If!, Joseph developed his brand skills at L'Oréal, managing and growing the Garnier Body and Ambre Solaire skincare brands. Don't get him started on the importance of UV protection, he'll bore you to tears. Before that he worked in recruitment for an IT firm on the French Riviera; he still misses the daily commute along the seafront.

Joseph grew up in the rural countryside of England and graduated in International Business and Modern Languages. He now lives in Manhattan, where he spends free time running around the island, taking photos of the city and rummaging in thrift stores for things he really doesn't need (but can't live without).