I’m not your run-of-the-mill strategist

I don’t have a linear, cookie-cutter background. What I do have is real experience — the kind that comes from sitting not just on your side of the table, but across from you, next to you, and sometimes in a completely different building. I bring a perspective that’s been forged in the messiness of real business challenges, not textbook theory.

I offer opinions you may not have considered — grounded in industry best practice and shaped by those who have actually moved the needle in digital. My approach isn’t about selling shiny frameworks; it’s about embedding strategies that work in the real world.

Here’s what you need to know:

I started in Account Management at a business advisory firm straight out of uni — and no, that’s not what I trained for. I studied Genetics, purely out of passion. That academic rigour taught me how to think in systems. The corporate world taught me how to navigate them. I worked exclusively with C-suite execs at Fortune and FTSE companies, across functions and sectors. That early exposure carved out my consultancy ethos: teach people to solve problems with clarity, not dependency.

Then came Mintel. I led the Middle East arm for Beauty & Personal Care — a crash course in market research, forecasting, and what makes consumers tick. This wasn’t just data — it was pattern recognition at scale. Strategy, from then on, became about understanding why consumers shift — not just that they do.

The turning point? Getting deep into the creator economy. I worked directly with influencers and their teams, helping them scale to multi-million-dollar revenues while cracking how digital communities behave, grow, and buy. That world taught me what moves culture now. I’ve translated those insights into innovative digital strategies for businesses who want more than recycled playbooks.

So if you’re a forward-thinking agency or brand or creator, looking for someone who can challenge your assumptions, sharpen your edge, and drive strategy that actually lands — I’m your wildcard.