Deidre started her career at an advertising agency where her passion for creativity was ignited. She has extensive corporate marketing, innovation, ideation and futures experience, having worked in private banking and in senior management positions in a leading multi-national alcoholic beverage company. She is also a Futures Studies Alumnus and IFR research associate at University of Stellenbosch. She assists the IFR as a research associate working on various futures thinking research projects, including teaching Futures Methodologies.