About Me

I’ve been working with brands since 2011 across the UK, US and the Netherlands, managing brands like Dove, TONI&GUY and AXE. I moved to the agency side in 2015, where I developed strategy tools, pitched new business, and shaped strategic solutions for global brands including Henkel, Mondelez, Pernod Ricard and Heineken.

Freelancing has given me the freedom to focus on what I love - creating and developing brands and products with a strong emphasis on trends, insights and innovation. My strength lies in pairing intuition with strategic and analytical rigour to help brands ride cultural shifts, whether that’s inspiring them with fresh insights or building a ground-breaking innovation pipeline. I work with genuine enthusiasm, which often leads to the launch of successful projects and innovations - including the number one best-selling male personal care innovation at Walmart US.

I’m as comfortable on my feet in strategy workshops and presenting to stakeholders as I am behind the scenes crafting trend reports, insight analyses or running training programmes on writing strong concepts. I also love bringing creative ideas to life with my Photoshop and visual skills, which often make projects feel more exciting and real.

Outside of branding, I’ve lived and worked in many places but recently moved from NYC to Amsterdam. I’m a wife, a mum of two and a creative at heart with a background in design and engineering. When I’m not working or cuddling my family, you’ll find me hunting for new recipes, cooking, painting, behind a pottery wheel, curating furniture or taking photos on roadtrips. In 2018 I founded Common Thread together with one of my best friends and ran it successfully until 2023; a beautiful brand that made high quality loungewear using sustainable fabrics and timeless designs. I have also just finished illustrating a children’s book called the “The Mystery Bat” which you can buy here.