What two decades working in and on global brands
Back in the year 2K, before social media had ever been dreamt of and Gen Z's were still in nursery, I was already creating and streaming films, designing websites, and innovating digital brands.
This early dive into the online world set the stage for my journey and created a passion for harnessing technology for good.
After a brief stint as a TV runner, I moved into the corporate world, thriving in marketing, sales, and advertising within brands including The Guardian, CBS, MySpace, and ASOS.
I worked with global giants such as L’Oreal, Warner Music, Estee Lauder, and Adidas on multi million pound brand campaigns.
From pioneering experiential programs to crafting global influencer strategies, I loved the fast-paced challenge and the impact I could make.
I've spent nearly two decades in brand, marketing and advertising, from newsrooms to underground branded experiences
I've spent nearly two decades in brand, marketing and advertising from newsrooms at The Guardian to organising underground branded experiences for MySpace and creating global campaigns for L'Oréal, Adidas and Estée Lauder at ASOS
But the work I love most is the work I do now: sitting across from a founder who's built something remarkable and helping her see the strategic path she can't see alone.
I'm a mum to two daughters, based in Hertfordshire, I believe the brands that matter most are built by women who refuse to scale at the expense of what made them unique in the first place.
who I work with...
You founded the brand yourself; and have grown it through instinct, hard work, and a genuine understanding of your customer.
The product is great, early traction was exciting, there are wholesale accounts or strong DTC, a loyal online following, and perhaps a small team around you
The marketing calendar is full, but it doesn't feel joined up.
Perhaps there is an agency for social, someone for email, a freelancer for PR, but it’s only you who sees the whole picture.
Growth is still happening.
But it's getting harder to maintain, and the next step isn't obvious.
Investment is not just interesting but essential
What two decades working in and on global retail, fashion, and media taught me.
Brand distinction is built before all the performance spend
Brands that held market position did it through clarity of positioning; not volume of marketing. That's the lens I bring to every founder brief.
Premium perception is a strategic decision
Beauty at a global scale taught me that premiumisation requires deliberate brand architecture; it doesn't happen by raising prices. I help founders build the foundation that makes it stick.
Category authority has to be claimed, not assumed
Working across retail, fashion and beauty sectors shows me the patterns founders can't see from inside their own business. I bring that outside-in perspective to every engagement.