Since 2012, I’ve helped clients to build distinct brands, achieve commercial success and long-lasting relevance.
In my role as a brand strategy director my approach is always audience-first, rooted in emotion and empathy. I uncover insights that illuminate human truths, inspire groundbreaking creative and progress culture.
A former designer, my journey into strategy was anything but typical. Discover some key moments from my career. ↓
1988—2006
Growing up in east London with an economics-teaching father and psychotherapist mother, I had an early interest in human behaviour, culture and commerce.
Alongside my studies, I learned the art of customer service at Marks & Spencer and Selfridges. I later accepted my first internship at the White Cube gallery, which inspired me to enrol onto the foundation course at Chelsea College of Art & Design.
2007—2010
From there, I progressed to study Textiles for Womenswear at the London College of Fashion, graduating with first-class honours in 2010. During my degree, I was an intern for creative visionaries Alexander McQueen and Pam Hogg. Post-graduation, I joined Burberry and designed textiles for the SS’12 show.
This gave me a unique perspective on the DNA of luxury brands, and I still draw on these experiences today, in my role as a marketer when considering how emotion, craft and provenance can be communicated.
2011
Thriving creatively, but eager to learn more about the business, I took an Executive Assistant position at LVMH. This proved a turning point – resurfacing my passion for understanding the needs and desires of the customer – and prompted me to pursue an internship at futures consultancy The Future Laboratory in 2012.
2012—2014
Having learned the fundamentals of trend analysis and strategic foresight, I began putting my skills into practice, collaborating with designers and developers in a new digital era.
We tapped into emerging technologies to generate brand awareness for New Era, designed the future of retail for Samsung and helped luxury clients Gucci and Farfetch with digital rebrands. In 2013, I led the creative strategy for the award-winning Diesel Reboot campaign, and was Managing Editor of POSTmatter from 2013 to 2014.
2015—2016
I began freelancing full-time in 2015, and completed a mini MBA in marketing under the tutelage of professor Mark Ritson to further develop my skills..
With my approach realised, refined and honed in-field, I accepted my first brief to create a new beauty concept for a global youth audience. Working closely with the founders, Mark Eve and Pablo Riviera, I led the brand development and marketing direction of 3INA, launching in 2016 in 8 countries.
2017—2019
Alongside my freelance work, I sought to build new relationships and create a space for collaborative dialogue within the industry. I co-founded The Beauty Conversation, with Kate Service and Navaz Batliwalla, publishing the latest beauty trends and insights to an international readership.
And after three years of volunteering, I had the honour of being appointed as Board Trustee at charity Bread & Roses.
2020—2021
Continuing to work with iconic global brands, I delivered a digital transformation content strategy for Unilever, curated a leasing retail strategy for Unibail-Rodamco-Westfield, crafted a global seasonal art direction for ASICS and developed a marketing calendar for Nike.
I also designed a research methodology for the youth-led agency Youth Beyond Borders and contributed to the Dazed Studio whitepaper ‘A Future World’.
And I had the privilege of joining Hermès as Head of Brand Activation.
2022—2023
In my role at Hermès I managed UK paid media, owned channel activities and planned key activations for the house including the landmark Women's RTW event 'GELATO!'.
In 2022 I went on to join the leadership team at creative agency YourStudio.
2024 & beyond…
As Marketing Insights & Brand Strategy Director at creative agency YourStudio I lead multidisciplinary teams across our global studios. Responsible for the Google global account and overseeing the delivery of design, insights, marketing and retail projects.
And I’m always seeking out opportunities for collaborative dialogue with fellow marketers. Get in touch.