Curious thinker. Intuitive leader. Culturally wired.
I started out wanting to be an artist, but landed in business school. It’s why I’m drawn to the space between art and logic, instinct and structure, ideas and impact.
I think wide and dig deep - bringing a perspective shaped by a career that blends business, creativity, and experimentation. My career hasn’t been a straight path - I’ve zig-zagged across creativity, tech, media and startups. Add to that I raise a neurodivergent child, so unpredictability is my norm and pattern-spotting my survival skill. All of that has shaped how I work: instinctive, observational, versatile.
I believe strategy should make people feel something. That great work comes from noticing what others overlook. That insight should drive creativity, not just justify it. And that brands only matter when they mean something to the people they serve.
Additionally, I have a passion for emerging tech and inclusion - always exploring tech as a tool for creating smarter, more accessible, more impactful work.
This philosophy has shaped the work I’ve done for 20+ years - turning cold products into warm stories, making the dull exciting, building and positioning brands, transforming businesses upstream, creating content ecosystems and creative platforms, helping legacy brands become social-first, shaping behaviour change campaigns, striking meaningful brand partnerships, launching new products, landing culturally fluent, commercially effective campaigns, delivering award-winning entertaining activations and even building a product from scratch as a founder.
I've done this for brands like Dove, Samsung, Lexus, VW, AMEX, TikTok, Mentos, Chupa Chups, LEGO, Nike, and Siemens.
Working across leading creative agencies (BBH, R/GA, Ogilvy, Saatchi, McCann and The&Partnership), tech platforms (Google) and my own startup (WowMum)
Outside of client work, I write, judge, mentor, and advocate for neurodivergent inclusion. I’m a Ritson Mini MBA graduate, an Effies judge, a certified Neurodiversity in the Workplace Assessor, and author For Fox Legs - a children’s book on autism. A former WACL Future Leader winner, I also mentor emerging talent through MEFA and NABS.
If you’re looking for someone who can straddle rigour and creativity, who brings business thinking and creative energy, who’s as comfortable upstream as they are in the day-to-day, I’d love to chat.
KIND WORDS FROM BOSSES, CLIENTS, COLLEAGUES 🙏🏼
