I built my career as a brand strategist with some of London’s best creative agencies. As the industry changed and media fragmented, I explored different models to allow myself to stay upstream and agnostic. Most recently I was at Virtue, pioneering a new model.

I have now set up on my own to consult because, as the agency model has shifted over the last few years, I believe this is the most exciting way to stay at the forefront of those changes - able to plug in anywhere, unattached to a specific model, with the freedom to think and make anywhere.

I take a culture-first approach to my work: panning back to see the brand and business in today’s context; understanding the forces shaping audiences and categories; and using that to transform brands. I love working across different countries, time zones and cultures.