MY CAREER HASN’T BEEN LINEAR, AND THAT’S MY SUPERPOWER
2000s: Breaking into journalism
I graduated in journalism from London College of Communication in 2002, landed my first job at BBC Newsround and hustled as a freelance writer. By 2005 I was freelancing full-time as a journalist and digital producer at ITN, and by 2007 I was named Writer of the Year at the Record of the Day Awards for my features in The Independent (read them here). Along the way I earned a PGCE and taught young people to make their own magazines, which was my first taste of developing talent.
2010s: Building my own audience
I launched my blog The Cultural Exposé, trained as a photographer and partnered with brands like Perrier and BAFTA. I also founded The Culture Club, an events series that grew into photography workshops, with highlights including events with Tate Modern and the V&A.
2015: From editorial to brands
I joined Time Out full-time to manage its blogger community and write an online fitness column. Before long I was working with its creative solutions team on campaigns for Asics, Samsung and Acuvue, which was my first experience of publisher-side branded content. In 2017 I went agency-side to lead content at a leading content marketing agency.
2018: Culture Trip
I was headhunted to lead commercial content at travel e-commerce brand Culture Trip, working with GoPro, British Airways and Singapore Airlines.
2020: Sweaty Betty
I became Head of Content & Social at Sweaty Betty, where I shaped the brand’s storytelling and social strategy and led its debut collaboration with Halle Berry, including writing the launch advert (watch it here).
2022: Editorial Director, Dentsu Creative
I joined Dentsu Creative to oversee the content division (formerly John Brown Media), and lead on creative strategy, pitching and content innovation. Highlight to date include evolving Waitrose’s 25-year-old magazine into a multi-channel platform and conceptualising the brand’s the 30 Plants content campaign, which won a Digiday Content Marketing Award in 2026 for Best Content Strategy.
LET’S CONNECT
A project, a talk, a panel? I’d love to hear from you. Portfolio available on request.