The Choice Lab

Great strategy isn’t insight.

It’s the craft of making better choices.

The Belief

I believe strategy is the practise of decision making. The most powerful brands aren’t built by doing more, they’re built by choosing better. Better markets. Better focus. Better priorities.

Knowing what you’re not is often the biggest growth lever you have.

The Approach

The Choice Lab is an independent brand strategy consultancy helping ambitious businesses make confident decisions about where they're going and how they'll get there.

I work directly with founders, leadership teams and growing businesses to bring clarity to complex challenges—from positioning and brand strategy to innovation and growth.

No unnecessary process. No layers of account management. Just experienced strategic thinking focused on helping you make the choices that matter.

About Me

I'm Rowena Haslehurst, a Brand Strategist and Fractional Marketing Director with over 10 years' experience helping businesses make the decisions that shape stronger brands. Formerly Head of Strategy at award-winning creative agency The 10 Group, I've worked with some of the world’s biggest (and smallest) brands.

My career has taken me from global brands to venture-backed businesses and ambitious start-ups, leading brand transformations, launching new propositions and helping leadership teams navigate moments of change. Across every project, I've found the same thing to be true: the strongest brands aren't built by having more ideas—they're built by making better decisions.

That's why I founded The Choice Lab: to give businesses direct access to senior strategic thinking that brings clarity, confidence and direction when it matters most.

The Process

  • Distil

    Complexity into strategic clarity.

  • Decide

    With confidence, knowing where to focus and what to leave behind.

  • Discover

    What's true through research, insight and conversation.

Brands I’ve Worked With

B2C

Vodafone

Beauty Pie

Redbull

Polestar

IWC Watches

CSL Group

Visa

Sage

Calisen

Liberty Global

Octopus Ventures

London Business School

Nespresso

Virgin group

Marks & Spencer

B2B

Some lovely words

"Rowena is amazing."

Amazing client 1

"Rowena is very amazing"

Client 2