Julia Andohr
Ecosystem Strategist | Product & Innovation Advisor | Researcher
Dar Es Salaam
Summary
With 10+ years in strategy, innovation, and entrepreneurial ecosystems, I help businesses and ecosystems grow sustainably — from global brands to emerging-market startups. After leading brand and product strategies for Shell, O₂, and easyJet, I now focus on strengthening East Africa’s innovation landscape.
Currently a Research Fellow at Università di Milano-Bicocca, I study how ecosystems like Lombardy and Tanzania evolve — and how policy, finance, and human capital drive their success. In Tanzania, I advise Warioba Ventures on ecosystem strategy, support Tunzaa on product positioning, and contribute to national digital initiatives with the Ministry of ICT.
Overview
17
17
years of professional experience
3
3
years of post-secondary education
3
3
Languages
1
1
Certificate
Work History
Research Fellow
University Of Milano-Bicocca
2023.10 - Current
- Contribute to the EU-funded MUSA Project, researching how Milan’s entrepreneurial ecosystem supports urban regeneration.
- Built a bespoke startup database; analysed ecosystem growth, diversity, and policy impact.
- Presented findings to regional stakeholders to inform policy and programme design.
Independent Strategy Consultant
Mother, Cossette, TES Ventures
2022.02 - Current
- Supported Mother Berlin in securing founding client Fielmann through audience insight and positioning strategy.
- Developed donor segmentation and journey mapping for Canada’s VGH & UBC Hospital Foundation to increase philanthropic revenue.
- Created a repositioning and growth roadmap for Uhurulabs, a Tanzanian drone-data startup focused on social impact.
Research Assistant
King's College London
2021.06 - 2021.11
- Supported a study on AI and Machine Learning labour-market skills under Dr. Juan Grigera.
- Conducted literature review, data categorization, and analysis for publication preparation.
Voluntary Intern
World Food Programme
2020.02 - 2020.08
- Designed a mentorship programme for early-stage startups
- Sourced startups for the WFP Mentor Programme.
Strategy & Brand Consultant
VCCP, Saatchi & Saatchi, Teamspirit & Tuned-In
2011.05 - 2019.05
- Developed insight-driven brand and product strategies for clients including Shell, T-Mobile, O₂, easyJet, Expedia, Toyota.
- Led O₂ insight work informing a new retention offer (+500K high-value customers); shaped O₂ Gaming and PAYG strategies.
- Contributed to award-winning easyJet #WhyNot campaign; originated Sneakairs smart shoes concept.
- Conducted ethnographic research (Smirnoff UK) and pitch-winning strategy for Shell and T-Mobile US.
Entrepreneur in Residence (Intern)
Mawaii Suncare
2008.10 - 2008.12
- Supported the launch of reef-safe sunscreen brand Mawaii Suncare, sourcing production and retail partners.
Education
Summer School - Developing Entrepreneurial Ecosystems in Africa
Utrecht University
Utrecht, Netherlands 2024.07 - 2024.07
Summer School - Text Mining For Innovation Management - B4DS
KTH Royal Institute of Technology
Stockholm, Sweden 2024.06 - 2024.06
Master of Science - Emerging Economies And International Development
King's College London
London, United Kingdom 2020.09 - 2021.09
Bachelor of Arts - Marketing
London South Bank University
London, United Kingdom 2009.09 - 2011.09
Timeline
Summer School - Developing Entrepreneurial Ecosystems in Africa
Utrecht University
2024.07 - 2024.07
Summer School - Text Mining For Innovation Management - B4DS
KTH Royal Institute of Technology
2024.06 - 2024.06
Research Fellow
University Of Milano-Bicocca
2023.10 - Current
Professional Scrum Product Owner™ I (PSPO I)
2022-10
Independent Strategy Consultant
Mother, Cossette, TES Ventures
2022.02 - Current
Research Assistant
King's College London
2021.06 - 2021.11
Master of Science - Emerging Economies And International Development
King's College London
2020.09 - 2021.09
Voluntary Intern
World Food Programme
2020.02 - 2020.08
Strategy & Brand Consultant
VCCP, Saatchi & Saatchi, Teamspirit & Tuned-In
2011.05 - 2019.05
Bachelor of Arts - Marketing
London South Bank University
2009.09 - 2011.09
Entrepreneur in Residence (Intern)
Mawaii Suncare
2008.10 - 2008.12
Certification
Professional Scrum Product Owner™ I (PSPO I)
Voluntary Engagement
Warioba Ventures – Strategic Advisor (Pro Bono)
- Designed and launched an Expert Advisory Panel to support portfolio startups.
- Advised on startup support mechanisms and post-investment growth strategies.
Tunzaa (Fintech Startup) – Product & Strategy Consultant (Pro Bono)
- Led competitor analysis and market positioning ahead of fundraising.
- Created a merchant segmentation framework and refined customer journey for higher conversion.
Ministry of ICT, Tanzania – Policy Contributor (Pro Bono)
- Authored a concept note for Hon. Minister Jerry Silaa proposing a national Digital Exchange Programme to strengthen human and social capital.
Startup Africa Roadtrip (Bootcamp Tanzania) – Ecosystem & Startup Scouting Advisor (Pro Bono)
- Sourced startups, locations, and key stakeholders for the programme rollout.