Before I ever opened a marketing deck or built a funnel, I was a music and culture journalist. As the print world shifted, so did I—into marketing. But the core stayed the same: storytelling, curiosity, and culture. That move wasn't just a career pivot; it was a natural evolution of how I see the world and connect with people. Today, those same instincts drive my work—crafting narratives that matter, that move, that build something bigger than a product or service.

Originally from Nottingham, I moved to Amsterdam in 2009 after originally visiting for a friend’s wedding. I fell for the city—its rhythm, its openness—and not long after, for my partner. We’re now raising our bilingual daughter here, and I’m loving the experience of parenting in such an international, open-minded place.

Long before marketing or even journalism, I was knee-deep in sound systems and sweaty dancefloors. As a part-time club promoter in Nottingham, I organized a fringe festival that ran alongside BBC Radio 1's One Live Weekender, before being picked up as an official part of the lineup. Around the same time, I was also DJing regularly. I shared the bill and warmed up for legends like Norman Jay MBE, Grandmaster Flash, David Guetta, and played the legendary Renaissance nights in London and Nottingham as a bi-monthly resident. I even managed to spin some tunes at the Leeds Festival and, somewhat unbelievably, Knebworth.

Those years left their mark. My name still lives in the thank-you credits of albums by Faithless, Crazy P, Bent, Schmoov!, Inland Knights, Neon Heights, and amillionsons—small nods from friends and collaborators in a shared creative moment.

Music still anchors me. My vinyl collection is out of control in the best possible way, and I can happily spend hours flicking through sleeves or obsessing over obscure pressings of post-punk, electronica, deep house, or 90s hip-hop. I’m also a lifelong Nottingham Forest fan, with 20+ years as a season ticket holder before I moved to the Netherlands. I still catch every match, even if now it’s streamed with Dutch commentary and a cup of coffee instead of Bovril.

Outside of work and family, I stay active—playing football weekly, learning padel, keeping up with the gym, and getting the occasional jog in when the mood strikes. I’m a sucker for travel, especially where food and culture are front and center. Give me a backstreet food stall, a local gig, or a slightly obscure museum and I’m all in.

Films are another passion that’s never left me. I’m an unapologetic cinephile—always on the lookout for a hidden gem or a classic I’ve somehow missed. From indie dramas to big-screen blockbusters, I love how film can transport, challenge, and connect us.

Podcasts are my daily ritual—my way of keeping the curiosity burning. Whether I’m diving into deep-dive interviews, exploring the latest in culture and tech, or getting lost in a gripping narrative, podcasts keep me inspired and informed. They’re my go-to companion on long walks, gym sessions, or just while making breakfast. I love how they offer a window into other people’s worlds and ideas, and they often spark my own creativity, both personally and professionally.

I bring all of this—my background, my passions, my lived experience—into my work. I believe the best marketing doesn’t just sell, it connects. It understands people. And I’ve spent a lifetime—on the page, on the decks, in the room—learning how to do just that.