About me

Over the past 10+ years, I've worked agency-side and in advisory roles with global brands, developers and government-adjacent organisations across Europe and the Middle East. My work typically sits upstream; shaping positioning, narrative systems, brand architecture and experience principles, then partnering closely with creative, media and delivery teams to ensure strategy translates into effective, real-world outcomes.

I've led strategy for complex, multi-asset environments including destination brands, hospitality and lifestyle ecosystems, and organisations navigating growth or change. This often means acting as a brand guardian across multiple stakeholders and touchpoints, balancing global ambition with local cultural nuance while maintaining coherence and clarity.

I'm comfortable working with senior stakeholders from founders and C-suite leaders to public-sector teams, helping turn complexity into clear direction and confident decision-making. What clients and teams value most is my ability to bring structure, judgement and momentum to ambiguous situations, without overcomplicating the work.

Alongside my professional work, I run transformational expeditions (including Kilimanjaro), guide groups through high-pressure environments, and write regularly. I'm also currently exploring an AI-led wellbeing product focused on behaviour change and resilience.