I'm a brand and commercial leader with a background in design and more than 20 years' experience building brands, transforming businesses and shaping how organisations are positioned, experienced and grown.

My work sits at the intersection of brand, design and commercial strategy. Over my career, that remit has expanded across executive leadership, technology and digital transformation, eCommerce, customer experience and business growth — while retaining a strong belief that distinctive brands are built through clarity, consistency and a deep understanding of their audience.
 

I started my career in design, which continues to influence how I approach brand. I care about clarity, restraint and consistency, and the idea that how something is expressed is just as important as what is being said.
 

Over the past several years, my focus has been on building and evolving brands within design-led and product-driven environments. Most recently, I led the creation and growth of the Momo Handles brand, establishing it as a recognised premium presence within the architecture and design community through a combination of positioning, storytelling and sustained industry engagement.
 

I enjoy working closely with teams to uncover the thinking behind projects and translate that into stories that are both accessible and meaningful, whether through case studies, campaigns, digital platforms or thought leadership.
 

At a broader level, I see brand as something that is built over time. It’s shaped through consistent decisions, clear intent and a genuine understanding of the audience not just through moments of promotion.