Experience & approach
About
10+ years across entertainment, gaming, sport, technology and financial services, working on global launches, campaigns and digital products.
My background spans art direction, creative leadership and strategy. I work with brands and teams to understand their audiences, define the problem and develop a clear direction for the work. That can mean positioning a product, writing a creative brief or finding a relevant way for a brand to participate in culture.
I stay involved as the work develops, collaborating with designers, creators, production teams and advertising specialists. Audience research and creative testing help me refine messaging, adapt ideas for different markets and connect strategic decisions with what gets made.
Selected Brands & Clients
Strategy, put into practice.
Sanlam & MiWayLife. Product & Creative Strategy
Business & TechnologyConnecting financial products with the needs and motivations of different audiences.
I worked with the senior leadership team to develop a proposal and business case for life and funeral insurance, using audience data to inform product positioning. I also developed segmented paid-social creative, using first-party data and audience motivations to guide localised messaging, emotional hooks and testing. My role also covered briefing creative teams and managing production.
MetaMerch. Product & Growth
Business & TechnologyGrowing a global digital product by thinking local.
I led product and growth strategy across Southeast Asia and Latin America, testing avatar-based creative, static ads, carousels and user-generated content by region. Audience behaviour informed messaging, offers and positioning, with findings guiding each round of creative. My work also covered language, pricing and local payments with Airwallex, including DANA and GCash, connecting the advertising with the product experience.
Global Center on AI Governance. Brand & Digital Strategy
Business & TechnologyMaking responsible AI research accessible through a global brand and digital platform.
As Creative Strategist, I helped define brand architecture and audience needs across government, think tanks, NGOs, business and academia. I translated that framework into information architecture, digital experience and launch planning for the Global Index on Responsible AI, making complex research and data accessible for audiences to explore and compare.
Building audience interest around a global showcase and game reveal.
With IO Interactive, I contributed to digital and performance strategy for its global showcase and 007 reveal. Across Meta and TikTok, we tested video, static, animated, countdown and game-specific creative before and during the live event. Audience response informed adjustments to messaging, creative and media investment as the campaign progressed.
Taking Fortnite off-screen and into the growing worlds of craft and cosplay.
With Epic Games and LAPA Studio, I helped identify craft and cosplay as an opportunity to extend Fortnite beyond the screen. The campaign launched during lockdown with printable characters fans could build, wear and share. Delivered in 13 languages, it connected downloadable papercraft with social content, fan creations and a dedicated digital experience.
Turning celebrity and IP partnerships into playable moments inside Hitman.
With Warner Bros. Games and IO Interactive, I helped develop a repeatable talent and IP partnership model that brought new audiences into Hitman through playable encounters. Sean Bean’s screen-death reputation inspired “The Undying”, Hitman 2’s first Elusive Target. YouTube and social voting gave fans a role in the experience, connecting each partnership to the game’s mechanics and culture.
Selected work
Audience & Platform Strategy
Artist identity and digital merchandise connecting younger music fans on Roblox.
Audience & Campaign Strategy
Balancing nostalgia and discovery across European digital advertising, platform takeovers, retail and outdoor advertising.
Content & Creative Strategy
A launch film and short YouTube videos built around David Mitchell’s comedy.
Integrated Launch Strategy
A regional launch campaign combining talent, social content and cultural partnerships within platform restrictions.
Creative Strategy
Launching New Balance as Bayer Leverkusen’s new kit sponsor on Roblox, connecting the partnership with Gen Alpha fans.
Creative Strategy
Creative strategy for Sheffield Wednesday’s kit launch on Roblox, focused on younger supporters.
Creative & Launch Strategy
Character-focused launch creative across social, live action, outdoor advertising, retail and cosplay.
Creative Strategy
Introducing the Olympics and Paralympics to a new generation through Roblox.
Digital & Fan Experience
An interactive kit reveal that invited Manchester City fans to play.
Content & Cultural Strategy
Using grassroots football to tell Manchester City’s story beyond Manchester.
Launch & Digital Strategy
Building anticipation for All or Nothing through the people and stories behind Manchester City.
Brand & Experience Strategy
Bringing England’s identity to life across the matchday experience.
Event & Experience Strategy
Building a connected England experience from stadium arrival to premium hospitality.
Creative Strategy
Bringing VfB Stuttgart’s kits to Roblox through a launch connected to the club’s wider youth engagement.