I didn’t follow the traditional route into marketing. My journey started behind a notepad and dictaphone as a music and culture journalist, interviewing everyone from Boy George to basement-dwelling experimentalists. That early grounding in storytelling, tone, and audience engagement became the foundation for what’s now been over two decades in brand and marketing strategy.

From launching my own boutique PR agency to joining a client brand full-time (ONETrueSaxon – the discount on great clothes was a definite bonus), I’ve always followed my instincts, creativity, and an entrepreneurial drive. That spirit later led me to launch MirrorMirror, a social comparison app that taught me more than any MBA ever could. While it didn’t become the next unicorn, the experience sharpened my skills in product marketing, user acquisition, influencer outreach, and growth hacking—and gave me a deep appreciation for the art (and grit) of building something from scratch.

Since then, I’ve built a career driving growth and brand transformation across B2B and B2C environments. I’ve led strategic marketing functions in industries as varied as fashion, education, telecoms, professional services, and tech-enabled consulting. Whether repositioning a global consultancy like Walking the Talk, rebranding Talk360 for the telecom market, or overseeing international campaigns for fashion retailers like Mexx and Pentland Brands, I’ve consistently adapted to the needs of the business, audience, and moment.

What connects it all is a love for brands and the people behind them. I don’t just market a brand—I live it, work across teams to bring it to life, and use data to guide its growth. I’ve worn a lot of hats—strategist, copywriter, campaign lead, product marketer, lifecycle specialist—and I’m just as comfortable in the weeds of execution as I am shaping strategy. Whether I’m building a multi-touch content engine, leading a CRM overhaul, or collaborating with sales on go-to-market campaigns, I’m hands-on, highly proactive, and always focused on impact.

Some highlights along the way:

• Turned a consulting company’s referral-driven model into a predictable inbound engine, generating monthly inquiries for projects worth €500k–€1M, and over €3.5M in annual revenue from organic leads.

• Led global brand marketing across 55 countries for Mexx.

• Repositioned Talk360 to appeal to global users and drove lifecycle communications that boosted retention and usage.

• Built the content, campaigns, and CRM backbone to support ZRG Consulting’s expansion across culture transformation, coaching, leadership acceleration, and career transition.

Whether working with startups, scaleups, or established multinationals, I thrive in fast-moving environments where collaboration, adaptability, and creativity matter. I’m a strategist with a creative soul—and a firm believer that good marketing starts with understanding your audience, telling a compelling story, and delivering consistent value.