creative strategy director

& brand experience consultant


I'm a strategic content and digital professional, with over 15 years experience across the luxury, fashion, beauty and lifestyle sectors.

I work with businesses across creative brand, digital, content and campaign strategies to deliver brand moments that shift thinking, effect social change, and enrich lives.

Inspired by innovation, art and culture I play a key role in the shaping of storytelling, creative and execution.

My skills include:



My creative strategies capture a brands story, personality and behaviours, as well as the communication themes that hold the storytelling together. The campaigns I execute demonstrate the creative strategy and platform being expressed across a range of channels.

Content Strategy

My content strategies demonstrate plans in which content (audio, visual, written, partnerships etc) is used to achieve business goals. They highlight tactics for attracting target audiences at every stage of the funnel, keeping them engaged even after purchase.

Within content strategy, I also create social strategies, content formats across social, web and crm, and editorial calendars.

Tone of


Creating a language that's uniquely yours, I introduce the brand's tone of voice and tonal values, explaining what they stand for and how they support your brand and company mission. I provide detailed, practical support to people creating content across multiple channels through tone of voice guidelines and copywriting examples.

Website Re-Design

I don’t just help create world-class digital commerce experiences. From research and strategy to marketing, I forge long-lasting relationships with brands to help drive sustained growth. Together, we’ll build an experience-driven ecosystem that ignites sales, delights consumers, and transforms casual buyers into brand champions.

Know my values, know my work:

Candour - endless passion - crazy high standards - taking the work seriously - not over promising and underdelivering - kindness - being human - making work that's human - trusting my instincts - taking (calculated) risks.

Work with me

I have my own agency, SEGMENT Studio. You can view more of my work here, as well as booking a discovery call.



Freelance Creative Strategy Director

May 2020 - Present

Acting Head of Strategy & Content

SUITCASE Creative Studio

Jun 2019 - May 2020

Head of Content & Digital (FTC)

Mission Media

Marc 2019 - Jun 2019

Senior Content Strategist


Jan 2018 - Mar 2019

View the remainder of my resume, on LinkedIn.


  • 2016 - 21st Most Creative Person in Tech / Business Insider

  • 2015 - Master of Mobile / Decoded Fashion


  • 2016 - 21st Most Creative Person in Tech / Business Insider

  • 2015 - Master of Mobile / Decoded Fashion