I build brands to believe in.
With over 12 years' experience leading a diverse range of creative projects—from campaigns and content to strategy and branding—I work collaboratively with brands to deliver creative solutions that are truly meaningful for their audiences. With a drive to inspire and by placing the audience at the heart of everything that I do, I empower modern brands to embrace their values and to tell engaging, authentic stories about who they are and what they stand for.
(+44) 7843 589 444
Creative Direction
Strategy
Campaign + Content
Stills + Film + Graphics
Employment History
Creative Director
Expedia Group
Feb 2024—Present
Initially enlisted to define the visual strategy for the global launch of Expedia’s rewards program, One Key, I built on the creative foundations I’d established to develop a fresh, elevated Social Playbook. Rooted in audience insights and aligned with core brand values, the playbook became a central guide for content creation across platforms. Beyond shaping the visual direction, I led the team to push creative boundaries—encouraging bolder storytelling and championing a more integrated approach to working. This not only strengthened our narrative impact but also drove business growth through shoppable content and smarter, more cohesive campaigns.
Creative Director/Consultant
Freelance
Oct 2019—Feb 2023
Bringing unique and engaging creative solutions, I work strategically and collaboratively to lead creative teams to deliver world-class visuals that elevate and amplify brands. Rooted in conceptual thinking and contemporary culture, I use my innovation, intuition and attention to detail to tell meaningful and authentic stories. Whether facilitating creative workshops for Fiorucci, directing shoots for Esprit, working with talent like David Beckham or establishing brand strategies, my aim is to inspire—building brands for today's world that people can believe in.
Brands: Expedia, Nike, Burberry Beauty, Flannels, Mango, Fiorucci, ASOS x Topshop, Esprit
Senior Art Director
Wednesday, London
Nov 2017—Oct 2019
Leading 360° digital and print campaigns—as well as creative and strategic consultancy—I worked with a diverse portfolio of high-profile fashion, beauty and hospitality global brands. Presenting to clients, as well as briefing and collaborating with prominent photographers, directors and talent, I established a unified vision across multi-disciplinary teams from pitch to post-production and delivery.
Brands: H&M, Zalando, Meliá, De Beers, Nespresso
Art Director & Senior Art Director
DJA, London
Sep 2012—Oct 2017
Over five years at DJA, I advanced to lead one of three creative teams at the agency, delivering creative projects across print and digital for luxury and contemporary fashion clients. A creative, strategic and business-minded approach saw me execute—not only campaigns—but brand and content strategies. Experience of such prominent and successful brands refined my palate and taste level in the visual arts, honed my ability to make creative choices that reflect the individuality of the brand itself, and enabled me to develop exceptional copywriting and communication skills.
Brands: Loewe, Missoni, Salvatore Ferragamo, Marc Jacobs