High-pressure experience

I believe in doing good things in high volume. Ten years of agency experience demand commercial resilience, cross-sector adaptability, and an ability to do great work quickly.

I’ve built my career on being hands-on – and just a tiny bit scrappy when the situation needs it.

CV

  • At Boldspace I sit on the executive committee and lead the brand team, owning brand and advertising team targets, steering overall business direction, and taking ultimate accountability for all brand, advertising and marketing output. I also have a hands-on role delivering strategy for our biggest clients.

    Royal Kennel Club | Canary Wharf Group | LHH | TGI Fridays | Post Office

  • As part of the senior leadership team, at Hunter I was responsible for developing IP and leading our strategy offering, as well as delivering hands-on strategic consultation across major projects. The agency’s focus was skewed towards property, destination and place branding.

    Landsec | Qatari Diar | Berkeley | London Square | Farnborough Airport

  • Verbalisation was where I cut my teeth. Setting out as a copywriter before switching into strategy, at Verbalisation I took formal training in behavioural psychology – a core part of the agency’s methodology. It was a small, scrappy agency environment, giving me a rare opportunity to lead significant strategy briefs very early in my career.

    General Motors | first direct | JTI | itsu | Guinness

  • I studied History at Cambridge, followed by an MPhil in American History. In my final few years I developed a specialism in cultural history, focusing my two theses on Disney in the 1960s (undergraduate), and masculinity during Prohibition (MPhil). This set the foundations of my career, which I’ve built on an interest in people, culture, and consumer behaviour.

    EPCOT, Disney and the History of the American Future

    Men and Masculinity During Prohibition America

EXPERTISE

  • For over ten years, I’ve worked as a detail-led brand strategist across B2B and B2C brands, building brands from scratch, delivering full rebrands, or advising on evolutionary brand shifts.

  • As a Senior Director, I advise founders, CMOs and marketing department leads on detailed marketing strategy. This spans customer acquisition and loyalty, content strategy, product and pricing development, and more.

  • I’m an agency leader, and take a senior role in creative direction across my team’s output. I view hands-on creative direction as essential to any role in marketing, and work closely with our creatives, writers and designers to ensure everything we produce is excellent.

  • AI is transforming the landscape of marketing, branding and advertising. At Boldspace, I’ve led the development of a new AI marketing platform, Boldstream – built to create a new agency-client model with AI at its heart.

  • My professional foundations began in behaviour change, where I was formally trained in behavioural psychology, advanced market research, and language-led levers. Much of this training still informs my thinking today.

  • As an agency leader, I’ve taken responsibility both for my own team’s profitability, as well as the commercial impact of the work we deliver for clients. Results matter to me, and all of my work is built around commercial priorities and objectives.