Combining ‘outside in’ perspective and ‘inside out’ enablement.

Born and raised in Swansea, South Wales, I studied PPE at Hertford College, Oxford. That's where I first learned to draw clear insights from complex contexts and systems.

After university, I was hungry for the real world. I started off within brand and marketing roles at fast-paced creative agencies, where I found my niche challenging ’creative for creative's sake’ and hunting for the elusive ‘why’.

At C Space London, an insight and innovation consultancy, I was stretched by progressive thinkers and challenged within an entrepreneurial culture. I learned that for a strategy to work, it must meet the organisation where it is.

Over the last decade, I’ve worked with Global Big Tech across insights, marketing, and sales in the US and Europe. These years were spent leading ambitious, long-term projects and honing my craft. To inspire and create a movement, while being precise and detailed enough to deliver it effectively.

Now, as a freelancer, I apply those 15 years of consulting to a wider array of clients across Europe. I’m at my best supporting those at a critical moment of change or growth: the ‘in-between’ moments where you need help to get over the hump so you can fly.

The red thread? I believe that to build brands that powerfully connect with culture, you must combine ‘outside in’ perspective and ‘inside out’ empowerment.

Whether we are Scoping a new opportunity, Thinking through the path ahead, or Doing the work to mobilise your team, I am here to help you move forward with clarity and confidence.