I spent 16 years in creative leadership at top agencies in the UK and Australia — but I was always more interested in why certain strategic approaches worked culturally and others didn't, even when the creative was strong.

After an MA in Cultural Studies, I now work at the systems level: diagnosing where brands operate on inherited assumptions that no longer match consumer reality where that quietly limits growth.

My work is concerned with the systems beneath brand expression. The norms, assumptions and defaults that quietly shape how products are designed, how brands communicate, and whose experiences are prioritised. I'm particularly interested in moments where these systems no longer reflect how people actually live, and where that disconnect creates missed commercial opportunity.

My creative background means I understand how strategy gets executed in the real world. What works, what falls flat, and why. My analytical training means I can diagnose structural patterns most practitioners miss because they're operating inside the system.

I'm comfortable operating inside brand and marketing teams, working at a senior strategic level, and translating cultural insight into decisions that can actually be implemented. I'm currently seeking strategic roles; in brand strategy, consumer insights, innovation, or advisory positions — where I can help organizations navigate the gap between inherited assumptions and emerging consumer reality.