Micaela’s role involves utilising behavioral research and data analytics to assist customers in optimizing their marketing strategies. In addition to her role in market research, Micaela is leading the development of CloudArmy’s Sustainability Practice, with a focus on helping brands and businesses integrate sustainability into their strategies in a way that reflects their values while also supporting long-term growth and success.

With a Master’s in Applied Economics, Micaela brings a solid analytical skill set to her market research work. She has hands-on experience with advanced data analysis, using tools like STATA and Excel, and she is currently learning how to code in Python.

Before joining CloudArmy, Micaela worked in an economics-based consultancy called Genesis Analytics, where she contributed to climate finance mobilization and low-carbon strategies across Southern Africa. She also spent some time working on food security and humanitarian efforts within the United Nations World Food Programme. These experiences, combined with her curiosity about human behavior, have honed her ability to understand diverse consumer perspectives, identify market trends, and deliver impactful solutions that address both business and societal needs.

In her spare time, Micaela enjoys lifting weights at the gym, running, creating content for social media, attending markets, and spending time in nature. Currently based in Johannesburg, South Africa, she is particularly excited when she gets to spend some time by the sea and hopes to live near the water one day.