About Astrrid
I am a strategic consultant, researcher and practitioner working with symbolic systems to understand identity, timing, change and development.
My background is in business, technology, organisational development and strategic transformation. I have worked across global technology and research organisations, entrepreneurial ventures and complex operational environments, leading teams and functions, supporting major change programmes, and helping turn strategic ideas into practical reality.
Throughout that work, I developed a particular interest in what sits beneath visible outcomes: the structures, patterns and dynamics that shape how people and organisations develop, where they become stuck, and what enables meaningful change.
Today, I explore many of those same questions through a different lens.
From Strategy to Symbolic Systems
Nearly a decade ago, a long-term health condition required me to step away from full-time corporate life and reconsider how I wanted to work.
That period became an unexpected opportunity for reinvention. I completed postgraduate study in professional consulting, finished an undergraduate degree with First Class Honours, and began exploring more deeply the subjects that had interested me throughout my life: human potential, consciousness, meaning, cycles and the underlying patterns through which we make sense of experience.
Astrology became an important part of that exploration. What initially interested me was not prediction, but its ability to model complex patterns of identity, development and timing. It offered a remarkably sophisticated framework for understanding why different periods of life bring different challenges, opportunities and developmental demands.
My work later expanded into Chaldean numerology, where my interest shifted further towards identity, expression and the organising structures through which individual and organisational potential is expressed.
The relationship between these systems eventually led me to develop Astronumology, my integrated methodology combining astrology and numerology.
But my interests now extend beyond either discipline individually.
I increasingly see astrology and numerology as part of a much wider family of symbolic systems: structured methods humans have developed across cultures and throughout history to model relationships between pattern, meaning and lived experience.
This has become an important area of my ongoing research and the foundation for my developing work in Symbolic Intelligence.
My Approach
My approach combines symbolic analysis with the systems thinking and strategic perspective developed throughout my earlier career.
I am interested in patterns, but particularly in what can be done with them.
That might mean understanding the longer trajectory of a life or business, recognising the significance of a particular period of change, exploring the relationship between a founder and their organisation, examining identity and naming, or identifying when conditions may be more supportive of a particular direction.
I do not use symbolic systems as a substitute for practical judgement. I use them as an additional layer of intelligence.
They can reveal relationships and patterns that are difficult to see when we look at a situation only from inside it. Combined with practical analysis, experience and thoughtful conversation, they can provide a different perspective on where we are, what may be developing, and the choices available to us.
My role is not to tell people what to do. It is to help them see more clearly.
The Work Today
My work now sits at the intersection of symbolic systems, strategic thinking and transformation.
I work with individuals, founders and businesses navigating periods of development, transition, reinvention and expansion. Alongside consultancy, I research symbolic systems and develop original methodologies that integrate them into practical frameworks for understanding identity, timing, strategic decision-making and organisational development.
This includes my work in astrology and Chaldean numerology, the continuing development of Astronumology, and the creation of my own numerological frameworks and methodologies.
Across all of these areas, the underlying question remains remarkably similar to the one that interested me throughout my earlier career:
How can we understand complex patterns well enough to make better decisions about what comes next?
That is ultimately what my work is about.
Professional background
You can also find me on LinkedIn
If my approach resonates with you, explore my services to find the right way to work together, or join The Astrrid Journal (below) for new ideas, research and practical applications of symbolic systems.