About ME
I’ve spent the last fifteen years proving that social-first isn’t just a buzzword, it’s where the most impactful creative work is happening. My career is built on a "hybrid" ability: I’m a Creative Director who has built and run creative departments from the ground up at two leading social agencies (The Fifth and Supernova), but I’ve stayed very much "in the work" as a hands-on creative who still loves the craft. 👩🏽💻
With a background at VCCP and OMD Create, I’ve built a reputation for taking a traditional brand's DNA and making it thrive in a social space. During my time at Supernova, my role was to shift the creative culture, moving away from traditional "top-down" models to a ‘Social-Out’ process where social insights actually informed and shaped the ATL creative from the outset.
I focus on the space where culture and brand goals meet. Whether I’m leading winning pitches for legacy brands like Disney and TAG Heuer, or tapping into the specific nuances of Gen Z audiences; like my work for Greater Anglia Trains, my priority is work that adds genuine value. I don't believe in "cut-downs" or ads that feel like interruptions; I focus on creating entertainment and content that people actually want to watch.
My expertise covers the full social spectrum: from idea led creator partnerships and native always-on content to large-scale 360 campaigns that start with a social insight but scale across every touchpoint. To keep pace, I’ve fully integrated AI into my workflow to unearth deep cultural insights and rapidly speed up the process through high-fidelity storyboarding and pitch mock-ups.
I was named a member of the Media Leader Future 100 Club in 2024, and my work has earned awards from the CMA, Creativepool, Digiday, the Social Buzz Awards, and the Influencer Marketing Awards. 🏅 This year I am honoured to be a Gold judge for the Creative Circle awards.
Whether you need a Creative Director to lead a team through a high-stakes pitch or a hands-on senior creative to deliver high-impact work on a tight timeline, I pride myself on delivering over and above.
I’m currently available for freelance roles and consultations, so if you managed to get through that fifteen-year life story without needing a nap, I’d love to hear from you. 👋🏽