Creative direction, from thinking to making.

I work with founders, brand, and marketing teams who need more than execution; they need someone who can think strategically, build creatively, and deliver end-to-end without losing the soul of the brand along the way.

With 18 years of experience spanning agency life and in-house roles across beauty, fragrance, and lifestyle, I understand both worlds. I know how a scaled brand thinks and how a founder-led business moves. I can lead from the front or slot in where you need me, shaping the vision, directing the work, or rolling up my sleeves.

  • I find the emotional territory inside a product or moment and build a world around it. Campaigns that connect, convert and feel like the brand at its best.

  • Visual thinking from concept through to execution. I direct and design, or work alongside your team to elevate what's already there.

  • Words that sound like a real brand, not a brief. From campaign headlines to packaging copy to the language that runs through everything. From the writing itself of providing tone direction for teams to build from.

  • Design direction and management for new product development, from concept through to print-ready artwork.

  • Creative lead and logistics across campaign and product shoots. I brief, direct and deliver.

  • Embedded senior creative support for teams that need direction, not just delivery. I manage, mentor and make things happen.

  • I use AI tools for generative design and rapid prototyping, to accelerate campaign concepting, visual development and asset creation. Faster ideation, lower production costs, without compromising on creative quality.