Introduction

I’m a creative director by background, working across brand, strategy and content to help companies get clear on their positioning and turn that into work that supports growth. Most of my career has been spent building and running creative businesses, as well as leading teams of up to 50 people. I’m used to working out what’s needed at a strategic level, then making sure it actually gets delivered properly. I’ve worked across a wide mix of sectors—from beauty, fashion and lifestyle through to baby, automotive and more technical B2B. That includes early-stage brands and funded startups, as well as larger international projects for companies like L’Oréal, Henkel and Philips. I tend to sit somewhere between creative and strategic. I care about the idea, though also whether it makes sense, whether it can be produced efficiently, and whether it’s going to have a real impact on the business. I’m straightforward in how I work—quick to get to the point, focused on what matters, and able to give teams clear direction without overcomplicating things.