About Me

I’m a creative director and writer with a background in luxury, fashion and lifestyle brands - and a parallel career in comedy writing.

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Over the last decade, I’ve led brand creative and content strategy across businesses including Lightbox Jewelry (De Beers Group), Annoushka, Jimmy Choo and ASOS Marketplace, building campaigns that are as commercially effective as they are culturally relevant.

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I've overseen brand repositions and site redesigns, established tone-of-voice frameworks, directed both agency and in-house creative teams, and delivered content strategies that drive measurable commercial growth.

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Alongside that, I write comedy for radio, social and entertainment formats, which has given me a ruthless respect for clarity, rhythm, originality and the value of a well-judged line.

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I’m especially drawn to beautiful brands that want to sharpen their identity, speak more intelligently and have fun while scaling up.