I’m a brand and creative strategist who looks for the thing worth building the work around.

I love the learning part of strategy: getting deep into a category, audience, or business, finding the tension or opportunity that matters, and turning it into a clear creative point of view. The best strategy makes something familiar seem newly interesting, brings complexity into focus, makes the daunting feel doable – and gives creative teams somewhere meaningful to go.

In my current role at BBC Studios, I lead brand and creative strategy for BritBox, working across campaigns, content, product, and customer experience. Before that, I worked agency-side at Trollbäck+Company across entertainment, media, and technology, with earlier experience spanning hospitality, food and beverage, SaaS, and DTC. I started my career in illustration and design, which still shapes how I think about strategy and the creative work it needs to inspire.

I’ve always been most interested in the same challenge: figuring out what’s genuinely compelling about a brand or product, and finding the sharpest, most human way to express it.