I have scaled the corporate ladder boosted by creative instincts and a strategic mindset. I began my career as a fashion writer combining a love of both of those nouns and spent many happy years crafting communication about sartorial trends, the latest beauty products, and really got intimate with lingerie. 

Along the way I became fascinated with the customer journey and the elements of brand narratives that differentiate one business from the next. Product launches were also intriguing offering endless opportunity to test approaches, gain insights, and optimize.

From desktop and mobile to in-store, social channels, apps and digital marketing, I have had the pleasure of orchestrating cohesive, integrated campaigns that differ based on product and intent, and measuring and recalibrating once the conversation with the customer is in full swing. 

For me, effective brand communication is not about pushing out a message or a benefit, it's a two-way conversation rooted in consumer behavior and research, brought to life through relentless adherence to brand DNA and top-notch creative, then nurtured real-time through powerful analytics.