Unstoppable, Unlimited Outcomes, Momentum, Connection & Community
I’m an integrated creative director and storytelling strategist with 20+ years’ experience shaping brands through purpose-driven narratives that optimise audience engagement and interaction.
Never happier than when imagining bold, authentic platforms to tell stories that matter – I work with my team to create outcomes that spark transformation, elevate underrepresented voices, and drive real-world connection and community.
My non-traditional, non-linear career means I’ve gathered diverse, through-the-line experience in comms and marketing, giving me a unique perspective on creativity for brand-building and, critically, meeting commercial objectives.
“Great brand creative starts with human need. It’s grounded in the real world and moves at the speed of culture. I’m here to get bold, meaningful storytelling into the wild — helping brands spark authentic connection, inspire action, and build communities that last.”
I’m not a creative to ‘fit the mould’. This is why I describe myself as an “Unboxable” creative. Unboxable because my work is driven by ideas and input, always with audience at the heart. It’s an approach that delivers more impactful outputs, creating unstoppable momentum and de-limiting the potential of every idea. It builds awareness, engagement, and the connection, essential for communities.
Whether crafting a powerful rallying cry — like TUI’s DEI strategy launch, wellbeing for McDonald’s or appealing to wannabe first-time homeowners for Barclay’s — or driving culture-first campaigns for youth audiences with adidas Originals, Lipton Ice Tea, Sleek MakeUP, PUMA and more, I aim to bring purpose, imagination and humanity to every brief.
My career has spanned in-house and agency roles, in senior positions across consumer, corporate and employer branding, marketing, comms, and publishing. This breadth of experience has made me an adaptable, integrated creative leader – someone who thrives on industry and organisation-level change, but never loses sight of what stays constant: our innate need for stories that reflect our experience, and ones that drive authentic connection and community.
People, brand or organisation, I’m here to help you to expand what’s possible creatively — not just in what you make, but how you think and the actions you take.
For more information, please continue to scroll – and also check out my LinkedIn page
Portfolio Of Work:
Creative & Editorial Direction
My work is underpinned by broad cultural understanding, an inclusive approach and a determination to innovate. Listening to voices and understanding people’s needs and values sits at the heart of this, informing purpose-led campaign concepts that highlight and drive authentic brand behaviours.
This behaviour is embedded in everything I do, and is the genesis of some of my favourite bodies of work, from senior leadership of Refinery29 x Walgreens Boots Alliance account, delivering 15 global brand campaigns within 12 months, to creative director of adidas Originals’ six-day, experiential music and fashion UK launch, including a media-first takeover of NME, for the NMD sneaker, which sold out within 24 hours.
YourGoodSkin Booster Campaign
Brand Campaign, Branded Content, Creative Direction, Digital Campaign, Team Management
Botanics Brand Films – Live In Your Element
Brand Campaign, Creative Direction, Digital Campaign, Team Management
Sleek MakeUp Flash Foils campaign
Creative Direction, Digital Campaign, Point of Sale Campaign, Talent Direction
Warehouse Tales Of The City – a new creative platform
Creative Direction, Editorial Direction, Style Guide, Talent Direction, Team Management, Tone Of Voice
Sleek MakeUP Colour Carnage campaign
Creative Direction, Digital Campaign, Point of Sale Campaign, Talent Direction
Refinery29 x Sleek MakeUP women in music doc series
Brand Partnerships, Branded Content, Creative Direction
Sunshine Quarterly – an editorialised end of year review
Editorial Direction, Marketing Campaign, Tone Of Voice
adidas Originals Futurehouse – UK launch for NMD
Brand Partnerships, Branded Content, Creative Direction, Editorial Direction, OOH Campaign, Talent Direction
adidas NMD NME partnership
Creative Direction, Editorial DirectionCreative Leadership
Talent Mentor
As a creative leader, I am driven to create equitable, inclusive and mutually beneficial working communities where individuals can unlock their full potential. Through creating and managing teams in various fashion, media and creative businesses, from start-ups to upstart corporations, I have acquired the skills and tools to recruit, build and foster inquisitive, agile and productive teams of collaborators.
Passionate in the belief that we achieve most when we are most ourselves, I am a pro-active coach and mentor, employing radical honesty and objective listening to support individuals’ whole professional journeys, with tangible targets and timelines that empower them to understand as much what they can offer, as what work might offer them.
She Says Your Momma ‘Super Momma’ Mentor
Since 2016 I have been volunteering as a mentor for women within the advertising industry via She Says’ Your Momma programme. In summer 2019 I was proud to have been recognised as a ‘Super Momma’ mentor for the support and guidance I have offered within that time.
Sour Lemons Mentor
In spring 2020 I was accepted as a mentor for Sour Lemons, an organisation disrupting the creative and cultural landscape through boosting diverse, multi-disciplined Young Leaders who happen to be underrepresented. Their premise is that ‘from sour lemons we make lemonade’.
Campaign & Creative Equals Future Leader 2019
In summer 2019 I was nominated and included in Campaign and Creative Equals Future Leaders 2019, an annual round-up of the ‘next generation’ of female creative leaders, now in its third year. One of Creative Equals initiatives to highlight and address gender imbalance in the ad industry.
More About Me
Artistic Practise
Throughout childhood, drawing and writing were my play-work, but after completing a fashion degree, I barely picked up a pencil for nearly fifteen years. However, since signing up to a weekly evening life drawing class five years ago, I have been steadily carving out more time for artistic exploration, evolving my creative practise as an artist and writer. It has been interesting to notice that, in pursuing this aspect of my creativity, I have grown as a person and as a creative director.
Through the process of drawing in increasingly diverse mediums, from graphite and charcoal to collages and oil paints, I am testing ways of seeing, exploring and responding to light, presence, movement, connection and communication. While still a nascent artistic practise, I am investigating the condition of being human, and the spaces we inhabit both within our body and in the wider space that surrounds us.
Creativity Coach
Complementing my ambition to ‘make more art’, I’m combining my artistic discoveries with skills and experience gained through work, to help everyone also ‘make more art’. I believe that if we can use art to rediscover ourselves and see the world through our artist’s eye – even in small ways – we will find our true ‘voice’ and have the confidence to share our story. And in doing so unlock our limitless potential.
My fundamental belief is that we are all artists – whatever form that may take – and that through finding our artistic process and practise, even in small ways, we are on the journey of becoming our whole self, and who we are. This belief manifests as one-to-one creative life coaching, plus hosting complementary art clubs, workshops and networking opportunities aimed at artists and makers as well as interested individuals and creative entrepreneurs – at any stage of life.