Commercial Clarity.
Creative Execution.
Leading cross-functional brand overhauls, high-impact influencer activations, and modern narratives designed to scale legacy and startup ventures.
Maison Margiela An immersive sensory fragrance experience that delivered 24 million organic impressions.
A heritage‑driven talent activation that connected Polo 67’s sporting legacy with modern cultural relevance.
A full early‑stage brand build defining purpose, messaging and product narrative for market entry
Intimate editorial experience that reignited press relationships and drove measurable e‑commerce impact.
Digital and brand overhaul that strengthened identity, storytelling and long‑term growth foundations..
A strategic narrative and pitch refinement that elevated a founder‑led studio’s voice and market presence..
A global capability programme that delivered top‑ranked digital innovation and strengthened commercial alignment.
A clarity‑driven positioning and event strategy that helped founders show up with confidence and long‑term visibility.
Human‑led analytics approach revealing where genuine advocacy and strategic investment drive meaningful performance
Flagship Projects
Maison Margiela 'From the Garden'
The Concept
Ralph Lauren
The Concept
I approached this activation by analysing Ralph Lauren's sporting heritage and identifying where contemporary talent could reinforce that legacy with authenticity. Cameron Norrie's profile, values and audience alignment made him the right choice to bridge tradition with modern relevance. The campaign combined VIP acquisition, creative direction and storytelling that connected Polo 67's roots with today's sporting culture. Every element, from casting to content, was shaped by understanding how heritage, performance and audience behaviour intersect.
Heritage Reinforcement
Connected the brand's sporting legacy with modern athletic excellence
VIP Acquisition
Secured partnership with a rising British tennis talent
Creative Execution
Directed a professional shoot capturing the brand essence
Global Storytelling
Balanced local relevance with international appeal
Fintech Venture
The Brief
Worked with an early-stage fintech founder to define brand purpose, identify market opportunity, and build a category narrative that could resonate with users.
What I Did
Built positioning, messaging and early-stage launch strategy to guide how the product entered the market and how users first experienced it.
Clarity of message.
Supported visual identity direction and ensured brand consistency across all early-stage communications.
Brand Purpose
Defined core mission and category narrative around trust, simplicity, and financial empowerment.
Messaging Pillars
Built a structured messaging framework that shaped the go to market strategy and connected product features to real user needs.
Founder Story
Developed a founder-led narrative that blended design thinking with fintech innovation.
UX & Tone
Supported the migration of early UX flows, contributed to design strategy, worked closely with data aggregation specialists and hired a UX developer to strengthen product capability and accelerate development.
Operational Enablement
Checked progress toward launch, unblocked solutions, structured early workflows and helped the founder move from concept to execution.
Media Boosting and Output
Developed the approach for media boosting, content output and early B2C communication so the product narrative landed clearly with users.
Editorial & Advocacy
The Challenge
Kiehl's had been prioritising speed, community and e-commerce over traditional press. Editorial relationships had faded, and the brand needed to reconnect with media in a way that felt modern, intimate and true to its heritage. I used a startup mentality to reignite press engagement and rebuild genuine editorial love for the brand.
The Strategy
I approached the project with a startup mindset, rebuilding press engagement from a standing start. The event centred on storytelling and genuine relationship-building, inviting journalists into a space that felt personal and connected to the brand's origins. Instead of a typical press event, I created a Soho House experience built around curiosity and rediscovery. The atmosphere encouraged journalists to reconnect with the brand on a human level, while a tailored e-commerce incentive linked editorial engagement directly to commercial results.
Vogue Coverage
Feature placement in one of the world's most influential fashion publications.
Marie Claire Feature
Editorial reach across millions of beauty enthusiasts.
Red Magazine
Lifestyle coverage targeting engaged, sophisticated consumers.
Hospitality & Experience Design
Digital Transformation for a Nature-Led Lodge
Social Media Audit & Transformation
Full audit of Instagram, Facebook, and website content
Identified gaps in storytelling, consistency, and engagement
Rebuilt content pillars: nature, horses, community, guest experience
Developed posting rhythm, tone of voice, and visual identity
Created a transformation roadmap covering SEO, captions, CTAs, and engagement
Brand Decks & Visual Identity
Designed refreshed brand deck with updated imagery and narrative
Curated photography direction aligned with nature, connection, authenticity
Built cohesive aesthetic for social, website, and marketing
Strengthened storytelling through colour palette, layout, and imagery
Strategic Growth Foundations
Defined target audiences and guest personas
Shaped messaging around volunteer programmes, horse experiences, eco-hospitality
Provided strategic frameworks for long-term growth
Supported digital marketing direction and content planning
A clearer brand identity, stronger digital presence, and a structured roadmap for sustainable growth, positioning the lodge as a modern, nature-led hospitality experience.
Leadership & Learning
From Team Leadership to Global Learning Impact
At L'Oréal Professionnel, my leadership focused on B2B education, capability building and commercial alignment. I led teams and learning initiatives that reshaped how the organisation approached professional training, digital innovation and strategic development.
Team Leadership
Led a team of 45 professionals across education, commercial and digital functions
Learning Design
Designed and delivered learning programmes that strengthened organisational capability
Digital Innovation
Created a digital learning platform achieving #3 globally and #1 in Western Europe
Cultural Impact
Built a culture of continuous learning and commercial excellence across markets
Team Scale
45 professionals across multiple functions and markets
Global Ranking
#3 worldwide, #1 in Western Europe for digital learning
Focus Areas
Commercial alignment, strategic thinking, leadership development
My leadership philosophy centres on empowering teams through education, strengthening commercial acumen and creating environments where creativity and strategy work together to drive results.
Creative Studio
Brand Positioning & Strategic Messaging
Partnered with a CEO of a creative studio to sharpen brand narrative, refine pitch messaging, and elevate the studio's voice for new business and growth.
Brand Narrative
Strengthened brand story and value proposition across design, innovation and acquisition
Pitch Refinement
Refined messaging for new business pitches, making the offer clear, commercially compelling and aligned with category expectations
Partnership
Strengthened brand voice and operating presence by acting as a right-hand partner, steering communication, decision-making and day-to-day execution in a COO-style capacity
Growth Strategy
Provided strategic direction across acquisition campaigns, lead generation, SEO management and market positioning to support long-term studio growth
Founder-Led Growth
Networking & Visibility Strategy
Provided cross-venture strategic support to founders navigating early-stage growth, helping them show up with clarity and confidence across events, LinkedIn, and investor conversations.
Event Strategy
Identified high-value founder and scale-up events to maximise visibility and connection
Founder Positioning
Positioned the founder as multi-venture and future-focused through strategic research, narrative development and personal brand clarity
Intro Messaging
Crafted concise, memorable introductions for networking and investor conversations
Consistent Presence
Developed aligned messaging across LinkedIn, outreach and in-person meetings to build long-term visibility and support ambitions such as 40 Under 40
The right introduction opens the right room.
Advocacy with Integrity: 2025 Data Snapshot
My approach to social analytics blends data interpretation with human insight. I look at the balance between organic and paid content to understand where genuine advocacy is happening and where strategic investment is needed. I analyse concentration patterns, like the top-40 impact, to identify where influence is truly driving performance. This helps me focus on creators and content formats that deliver meaningful engagement, not just reach. Every metric becomes a way to understand behaviour, connection and commercial opportunity.
Organic Content
Authentic advocacy driving genuine engagement
Paid Partnerships
Strategic collaborations maximising reach
Top 40 Impact
Video views concentrated in key influencers