Liefe Oorbals. Creative strategist working across brand strategy, consumer insight and AI

I was born in Spain to Dutch parents and grew up going to a British school. In July 2026, I graduated with a bachelor's degree in Creative Business from Hogeschool Utrecht.

During my third year, I spent six months as a strategy intern at Hypersolid. After that, I started working part-time as a strategist at WOW Services, first for The Art of Living in Spain and later helping develop its new longevity olive oil brand.

During this time, I became increasingly interested in AI and started looking at problems in my own strategy work differently. Customer research took time, and many of the tools I relied on were expensive, so I started building my own.

Since October 2026, I have been working freelance through my own company, CUES.

What I want next is somewhere I can keep learning. An agency where strategy and AI are actually used together rather than treated as two separate conversations, and where the recommendation is not the end of the job.

I taught myself the building part because nobody was going to do it for me, and it worked. But I have been learning alone, and that has a ceiling. I would rather be in a room with people further along than me, where the tools are already part of how the work gets done and I have to keep up rather than catch up.

I am not looking for somewhere that has AI figured out. I do not think anyone does yet. I am looking for somewhere that is actually trying, because that is where I will learn fastest.