I started my career in editorial and media, working across content production, marketing communications, and brand strategy within creative and commercial environments. Over time, I moved into brand leadership roles where I work closely with founders and teams to shape positioning, voice, and audience experience in ways that help their brands connect more thoughtfully with their customers and communities. 

 

Much of my work focuses on how brands live beyond individual campaigns — thinking about how strategy, voice, and experience come together to create identities that feel human, coherent, and enduring.