A woman standing in a desert landscape with shrubs, rocks, and a tall cactus, wearing sunglasses, a beige jacket over an orange top, orange shorts, and hiking boots.

Hey there.

British born, explorer at heart. New York has been my crazy, magical home for the last 10 years, prior to that I lived in London and Shanghai. I have a lust for newness: ideas, places, ways of being. I’m inspired by people who are willing to challenge conventions and rebuild the world around them, brick by brick. Love to travel as an antidote to stagnation. I lived and worked nomadically for 18 months. My modus operandi is to set a vision, choose a direction and then collaborate to build a plan to get there.

Find me

Career History

15+ YRS GROWING BUSINESS, BRANDS AND TEAMS, IN START UP, CREATIVE AND GLOBAL CORPORATE ENVIRONMENTS

Founded and sold Lex the social app for LGBTQ+ community. Worked to support other founders to build brands from scratch and pivoted corporates with C Level execs. Managed media budgets from $50k to $10M, developing commercial growth plans, marketing strategy, positioning and go-to-market plans. Mission driven, results driven creative storyteller. Happiest when making change and growing people.

Education

CHARTERED INSTITUTE OF MARKETING
Professional Diploma in Marketing

INSTITUTE OF PRACTITIONERS IN ADVERTISING
Foundation, Stage 1 + 2

UNIVERSITY OF OXFORD

MA Hons (Oxon), English Language + Literature

Awards

MARKETING EFFECTIVENESS

EFFIES Gold, Cannes Effectiveness, APG Creative Strategy

MARKETING CREATIVITY

40+ awards for creative including Cannes, D+AD, Le Book.

  • The social app that connects queer lovers and friends.

    Built and sold the company, reached over 2M users.

  • Sad Girls Club is a not for WOC founded profit created to remove the negative stigma of mental health conversations for GenZ & Millennial women. SGC exist as an online platform and in real life community created to bring girls together who are battling mental illnesses and provide support services, treatment and therapy.

  • Responsible for building the marketing org post Series A and scaling business by 300% in 12m to reach $100M series B raise.

    Drove growth targets for the business, working cross functionally with product & ops leads to optimize CAC:LTV.

    Accountable for $4m marketing budget across digital performance channels (Paid social, display, search, Yelp) owned channels (1:1 sales, text, ECRM) and brand (direct mail, OOH media, influencers, partnerships and events).

    Implemented organic content strategy 3x weekly reach followers +40%, reducing reliance on paid, lowering CAC Managed in-house content creation team and external marketing agencies across web, social, paid, ECRM and sales.

    Website Optimization strategy improved CR 0.89% >2.4% in 6m Set up marketing tech stack and data reporting infrastructure.

    Build team org - hired and manage team of 6 - across content, data, sales, performance and product marketing.

  • WELLNESS MARKETING CONSULTANCY.

    Worked with early stage brands (pre seed to Series A) to develop investment materials and develop GTM strategies

    Developed brand books, consumer segmentation, media planning, social. influencer, strategy and creative production. Worked with founders to create investor decks and build business models for raising Seed and Series A raises. Companies include wellness apps (Moody), health tech (Base), fitness (Talent Hack, Y7 Yoga), community (Lex, Playground) and corporate beauty (Erno Lazlo, Aveda).

  • Responsible for 220% DTC growth of Vitamin Brand + GTM for new retail launch (with 30% reduced budget).

    Managing brand P&L, innovation and $1m Marketing budget.

    Creation of integrated marketing communication plan, buying media, ideating and running creative production in house (DRTV, Billboards, Digital, Social, Retail, Influencer, SEM). Created Strategic Vision - including new audience segments, content, social and influencer strategy.

    Optimized online sales funnel doing site A/B testing, creation of ECRM funnel and Affiliate program.

    Relationship management with national and online retailers (Amazon, WholeFoods, Costco, GNC, Walgreens).description

  • Developed ROI driving creative strategies and insight driven brand campaigns with C Suite corporate clients.

    Grew NYC office from 50 to 130+ by winning Comcast NBCUniversal ($15m+ agency rev, 100M media budget). Ran qualitative and quantitative research, responsible for brand health metrics and stakeholder feedback.

    Repositioned Seventh Generation with 360 campaign -resulting in 20%+ sales growth YOY and Unilever acquisition.

    Led creative, social and influencer strategy for brands Cosmopolitan Magazine, Ralph Lauren and GAP, Bobble Water and Xfinity Cable.

  • Lead creative strategy across global clients including Nike.

    Ran global research project to define new consumer for Nike Women across NA, Europe + APAC. Launched #betterforit campaign that redefined the ‘athlete’.

    Launched Lurpak in 15+ global markets, including innovation pipeline, launched 5 new products.

    Created global creative strategy for GAP for Chinese market. Grew UK telco Three from no.6 > no.2 with brand repositioning + viral creative (12m organic views).

    Created new music selling model to launch Kasierchief’s third album (Universal Music).

  • Budget management + production of multichannel campaigns.

    Clients include Procter & Gamble, McDonald's, Pepsi.

  • Business planning for tech startups, building market models to raise early stage VC investment.