For over 20 years I have been driven and passionate about creating brand experiences that connect across the experience ecosystem. With an MA in Fine Art I have always been inspired to create work that is insightful, intelligent, and impactful and have been fortunate to have worked with some of the world’s biggest brands to connect the dots and to create experiences that improve awareness, create engagement, drive sales and to create brand advocacy.

After starting a career in digital at Agency.com way back when, I created European marketing campaigns for British Airways, Heineken and Barclays Bank, joining an industry that essentially were trying to work out what this thing called digital was all about. Being at AKQA for 5 years felt like I was at a Swiss finishing school of creativity where ideas were everything and the quality of craft was incredibly high. I learnt from some of the best in the industry and took the same expectations of what makes great work with me.

After spending a number of years connecting brand experiences on and offline and helping businesses to develop ‘digital’ capabilities space I found a strength in nurturing creative teams to think beyond the brief, push our clients further and to enable a creative mindset that was ambitious in thinking and to drive excellence in craft.

At PublicisSapient I was responsible for Visual Design across the London office which included teams in India and the Middle East. Some key challenges at this time were shifting a technology company into embracing creativity. My focus was to understand what was needed to do to bring the experience studio together, align on a shared vision and to create the momentum needed to transform ourselves and the work bringing together strategy, technology and creativity.

I am currently Executive Creative Director at Critical Mass, I oversee creative teams across multiple global offices, including London, Tokyo, New York, Toronto, and Los Angeles, working with clients such as DIAGEO, BNY, INFINITI and Mitsubishi. In my role, I focus on integrating creativity and data-driven insights to craft digital-first branding and innovative brand experiences.

Throughout my career, I have been dedicated to fostering creative culture, establishing innovation labs, supporting start-ups and mentoring the next generation of creatives, with extensive involvement in industry awards, speaking engagements, and mentorship programs.