Carli Humphries

Founder @ PERSIBUS.

About

Carli is the founder and executive strategy director of PERSIBUS. After more than 15 years working exclusively in the luxury sector, she has built a reputation for creative thinking, intelligent problem solving and imaginative brand storytelling. Her passion for evaluating and evolving high-value assets has translated into a discerning knowledge of the world’s UHNWIs and how they engage – both emotionally and commercially – with luxury’s leading brands. Previously, Carli was the Head of Strategy at Construct London – a leading design studio for which she led, delivered and expanded the agency’s strategy projects. As the chief strategist on sector-defining projects in KSA, Dubai and Qatar, Carli developed an interest in the positioning and evolution of the luxury market across the GCC region, working closely with market leaders across hospitality, property, finance and luxury goods. Going right back, after graduating with a degree in History (of both everything, and nothing) Carli went from fashion title intern to a position as the in-house writer, then editor, at British leather goods brand Mulberry, before a tenure at Estee Lauder Companies as a director at Jo Malone London. Transitioning to freelance, she then had the opportunity to work with emerging and established brands on marketing, content and communications, with clients including Pringle of Scotland, Carl Hansen & Son, Ondine by Marie Guerlain, Capella Hotel Group, Maria Lucia Hohan, On The Island by Marios Schwab and Scorpios. This diverse experience of the evolving luxury consumer has provided Carli with the confidence and clarity of what is required for both commercial success and cultural brand building. Via PERSIBUS, she continues to strengthen her reputation for valuable insights, positioning, definition and delivery for luxury’s leaders of tomorrow.

Country

United Kingdom

City

London

Industry

Marketing & Advertising

Skill

Brand Strategy, Brand Direction, Brand Creation, Strategic Communications, Strategy, Creative Strategy, Leadership, Branding & Identity, Design Studio, Luxury Brand Marketing, Copywriting, Editorial Development, Web Editing, Online Communications, Public Relations, Social Media Relations, Fashion Writing, Luxury Goods, Tone Of Voice, Editorial Consulting

Experience

Founder

PERSIBUS.

2025-10 - Present · 1 yr

London Area, United Kingdom

PERSIBUS. is a strategic consultancy shaping the world’s most ambitious luxury brands and leaders. We bring clarity, creativity, and cultural fluency to help clients define their purpose, strengthen their positioning, and resonate with the audiences who matter most. With deep knowledge of the UHNW consumer and a holistic view of the luxury landscape, we connect strategic intelligence with creative expression – establishing brand worlds that are as commercially powerful as they are culturally enduring.

Head of Strategy

Construct London

2023-5 - 2025-9 · 2 yrs 5 mos

London, England, United Kingdom

As Head of Strategy my role was to lead the creative and brand strategy for sector-renowned clients, developing deep understanding of each business in order to spearhead strategic brand positioning, creation and communication. As the head of this evolving division of Construct, I nurtured valuable and strategic relationships with clients and prospective clients and supported business development as a trusted voice. I was part of Construct's Management Team, contributing to the growth and evolution of the studio within Together Group.

Consulting Strategy Director

Construct London

2021-12 - 2023-4 · 1 yr 5 mos

London, England, United Kingdom

Founder & Brand Strategist

Hygge Studios

2016-5 - 2023-5 · 7 yrs 1 mo

London, England, United Kingdom

Hygge Studios worked closely with established and emerging luxury brands on positioning, marketing, content and communications. I worked both as a solo advisor, and as the lead practitioner assembling and overseeing curated teams of talent to complement a client's internal operations. In this role I spent two years as a consulting director at Estée Lauder, for both Jo Malone London and French skincare brand DARPHIN, and was on retainer for heritage brand Pringle of Scotland. Via Hygge Studios I also created work and led special projects for Carl Hansen & Son, Caravana, Ondine by Marie Guerlain, Capella Hotel Group, Mason & Sons, Maria Lucia Hohan, On The Island by Marios Schwab and Scorpios. We also crafted brand campaign and event strategies for leading industry events such as London Fashion Week and Milan Design Week (Salone Del Mobile).

2021 Head of Marketing (Volunteer)

Bloom UK

2021-1 - 2021-12 · 1 yr

Voluntary position as the 2021 Head of Marketing for Bloom - the non-profit network supporting women in communications. Developed and elevated Bloom’s social media content and direction to give greater reach to the many initiatives spearheaded by the community, ensuring women are given equal opportunities for leadership in the advertising and communications industry.